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Topics: Call Centers

Customer service and customer experience are more important than products these days, and call center technology is an important part of delivering superior customer experience. You know your business needs one to meet your customers’ expectations. What you may not be sure of is why you need to set clear goals for your call center.

Guide the Way

Call centers are like almost any other facet of a business: They function better with clear goals in place. That’s because goals help your customer service representatives know exactly what is expected of them. 

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Without goals, it’s much harder for them to determine whether or not they’re working in a way that benefits the business. That can lead to a drop-off in motivation; your reps may not turn in their best work because they’re not sure what they’re supposed to be doing or because they don’t think their performance matters to the company. 

By providing clear call center goals, you can motivate your staff to deliver the best customer service possible and help them feel that they’re directly contributing to the company’s success.

Measure Performance

Another reason clear call center goals are so important is they allow you to measure performance. How do you know you’re on the right path if you have no idea where you’re going? 

It’s difficult to plot the best route toward your destination if you’re not even sure what that destination is. By setting clear goals for your call center, you can then implement metrics to measure performance.

Improve Performance

Once you’ve established clear call center goals and implemented the metrics to measure performance, it becomes possible for your company to actively work toward improving performance.

Perhaps you can tell your reps are on the right track, but they need some guidance in getting to the goal. You can review what you’re already doing and how learn whether your current customer care management strategy is effective or ineffective before revising. And when you do revise, you’ll be able to create a step-by-step guide that works toward the goal, using proven measures. That’s a lot better than taking stabs in the dark, guessing at what might work.

Reduce Turnover

Call centers have notoriously high turnover. Clear call center goals can help combat your rate of turnover. Motivated employees are more likely to be satisfied with their jobs, especially when they understand expectations and how to support one another. That, in turn, allows them to feel competent and like they’re actively making a difference at your company. That increases satisfaction and motivation, which in turn reduces turnover.

Save Time and Money

Businesses’ favorite phrase, “save time and money,” is very true in the case of setting call center goals. Businesses that establish clear call center goals usually have better processes in place. They also measure performance and take concrete steps to improve it. That helps reduce turnover, and it usually improves customer satisfaction.

Clear goals allow everyone to work strategically, rather than haphazardly. Reviewing and revising your processes can help you work toward clear goals with more ease, which in turn helps you streamline your practices. That means you can save time and money.

What Goals?

Obviously, setting a vague goal like “improve service” won’t necessarily help you achieve concrete results. It sounds like a great idea, but it is too vague to be achievable. Instead, focus on setting specific, concrete goals that work toward improving service, such as “reduce call wait times from 20 minutes to 10 minutes by December 31.” This is a specific, measurable action everyone can work toward.

10 Reasons Why Attrition is a Bad Call Center Metric

Jason Henning

Jason Henning

Jason is the senior vice president of Bill Gosling Outsourcing’s offshore location in the Philippines. He began this role in 2012 and was an integral part of the company’s development. Jason has over 10 years of experience in international operations; he managed all aspects of operations, profitability, and business development for Convergys’ offshore accounts receivable management. He’s also an avid golf player and a Delta Million Miler traveler.

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