Customer Service Superstars: How to Evaluate Call Center Performance

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Conducting call center evaluations for customer service is essential for ensuring consistent quality and identifying areas for improvement. However, many companies just don’t have the resources available internally to conduct evaluations on a regular basis. This was the case for one of our clients, a specialty supplier of all types of metals, parts, and more. With over 100 locations, this made call center evaluations somewhat challenging.

We worked with the client to create a customized program that would supply them with the necessary data they were looking for. Who were their star performers? Who needed more training? Once established, this was integrated into their employee evaluations.

Here is an outline on how we created the program:

Starting Point

1. Define Evaluation Criteria: Start by establishing clear and specific evaluation criteria. These criteria should align with your organization’s customer service standards and goals. Common evaluation criteria include communication skills, problem-solving abilities, product knowledge, empathy, professionalism, and adherence to company policies.
2. Create Evaluation Forms: Design evaluation forms or scorecards that capture the defined criteria. The forms should be user-friendly and enable evaluators to score each criterion objectively. Use a scale (e.g., 1-5 or 1-10) to rate performance consistently.
3. Train Evaluators: Ensure that the evaluators are well-trained on the evaluation process and criteria. Provide examples of both excellent and subpar interactions to establish a shared understanding of expectations.

Sample Size

1. Random Sampling: Select calls for evaluation randomly from the call center’s daily interactions. Random sampling ensures a fair representation of agents’ performance and helps identify overall trends.
2. Blind Evaluation: For more unbiased results, consider conducting blind evaluations where the evaluator does not know which agent handled the call. This helps prevent any personal biases from influencing the evaluation.

Monitor Improvement

1. Identify Strengths and Areas for Improvement: After evaluating multiple calls, identify patterns in both positive and negative aspects of the interactions. Recognize agents’ strengths and acknowledge outstanding performance. Simultaneously, pinpoint areas where agents can improve and provide specific feedback.
2. Provide Feedback: Schedule feedback sessions with individual agents to discuss the evaluation results. Deliver feedback constructively, highlighting successes, and offering actionable suggestions for improvement.
3. Offer Training and Coaching: If specific areas of improvement are identified for multiple agents, consider providing additional training or coaching sessions to address these areas comprehensively.
4. Track Progress: Regularly track agents’ progress over time. Use call center software and tools to monitor performance metrics and determine if evaluations lead to improvements.
5. Recognize and Reward Excellence: Establish a recognition and rewards system to celebrate outstanding customer service performance. Recognizing top-performing agents can boost morale and motivation.
6. Continuously Review and Improve: Customer service standards and customer expectations evolve, so regularly review and update your evaluation criteria and processes to keep them relevant.

By following these steps, you can create a structured and effective call center evaluation process that supports the development of top-notch customer service and enhances overall customer satisfaction.