How Does Your Call Center Measure Up?

How does your credit union handle member service at its largest branches? What about the call center? For most credit unions, the call center is easily one of the three largest “branches” in terms of members served.

Most credit unions are entering into their planning season. How does your call center measure up?

Take the following quiz and use your score to determine how effective your call center is – or where you need to make improvements. For any of the questions, if you do not measure that metric, use answer D.

Questions
1. What is your call center’s average speed of answer?
a. Less than 20 seconds = 15 pts
b. Less than 35 seconds = 12 pts
c. Less than 60 seconds = 8 pts
d. More than 60 seconds = 5 pts

2. What is your call center’s abandonment rate?
a. Less than three percent = 10 pts
b. Less than five percent = 8 pts
c. Less than eight percent = 5 pts
d. More than eight percent = 3 pts

3. What is your cost per contact?
a. Less than $4.15 = 15 pts
b. Less than $4.75 = 12 pts
c. Less than $5.20 = 10 pts
d. More than $5.20 = 8 pts

4. What is the average call handle time?
a. Less than 3.92 minutes = 10 pts
b. Less than 4.2 minutes = 8 pts
c. Less than 4.5 minutes = 5 pts
d. More than 4.5 minutes = 3 pts

5. What is the first call resolution rate?
a. More than 94.75 percent = 15 pts
b. More than 87 percent = 12 pts
c. More than 80 percent = 10 pts
d. Less than 80 percent = 8 pts

6. What is your call center agent attrition rate?
a. Less than 20 percent yearly = 10 pts
b. Less than 30 percent yearly = 8 pts
c. Less than 40 percent yearly = 5 pts
d. More than 40 percent yearly = 3 pts

7. What is your agent utilization rate?
a. More than 80 percent = 10 pts
b. More than 70 percent = 8 pts
c. More than 60 percent = 5 pts
d. Less than 60 percent = 3 pts

8. Do you have a business continuity plan?
a. Yes, and I can rely on the plan instantly = 5 pts
b. Yes, but it takes time to utilize the plan = 2 pts
c. No, I have no plan in place = 0 pts

9. What is your Net Promoter Score?
a. More than 50 percent = 10 pts
b. More than 45 percent = 5 pts
c. Less than 45 percent = 2 pts
d. I have not measured my Net Promoter Score = 0 pts

Results
Tier 1 – Gold: 100 Points
If your contact center falls into this tier, it is an effective, efficient machine. You’re answering calls in under 20 seconds while keeping costs per contact under $4.15. Agents are being utilized at a rate of more than 80 percent. Members are having their questions resolved during the first call 94.75 percent of the time, and the average call lasts less than 3.92 minutes.

Tier 2 – Silver: 75-99 Points
If your contact center falls into this tier, it falls just short of industry standards and needs a boost to help it succeed. Contact centers falling into this group are satisfying their members but may not be building member loyalty. You may be able to optimize your cost efficiency more by using an external call center to help better utilize your internal agents.

Tier 3 – Bronze: 50-74 Points
If your contact center falls into this tier it is not meeting standards and is costing you money, not making it. Contact centers falling into this category are considerably slower in the average speed of answer, and they are not always satisfying the member, let along building loyalty.

Tier 4 – Fired!: 49 Points or Less
If you contact center falls into this tier, it is failing and needs improvement in many ways. You are not able to provide your members with the service they need, and you could be spending too much in costs as well. It is highly advisable that you re-evaluate your call center or seek out an external one to help with the call volume.