As the primary channel-of-choice for the provision of customer service, it is important that call centres have a methodology to easily demonstrate their effectiveness to customers and prospects. Statistical and KPI-based benchmarking has been conclusively proven to stifle competition, hinder growth and stunt development. After years of research, study and regional experience, INSIGHTS have developed a recognisable, easily understood methodology to define the depth and breadth of call centre performance.
The process takes into account, the fact that call centre results are often qualitative and not just quantitative. The process also recognises that call centre maturity, market development and business experience all need to be considered in any call centre assessment. While call centre assessment is a multi-dimensional exercise the end result must be clear, simple and easily recognised.
Probably the most recognisable assessment process that blends complex, multi-dimensional, qualitative and quantitative metrics with an easily understood rating system is the "STAR" system used by the hospitality industry.
INSIGHTS have used all the call centre data they have compiled in recent years to develop a 5-stage, call centre development map that coincides with a 5-stage quality awards process. Under the system, call centres are required to submit specific operational details. These details are then confirmed during a site visit by an INSIGHTS-certified consultant. Call centres that meet the minimum standards required are awarded 1-5 Stars, indicative of the level of service their prospects, customers and clients can expect. There are STAR ratings for Inbound, Outbound, Captive and Outsource operations.
For more details, click here
To take a sample STAR awards rating, click here
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