Examples of Measurement Tools
Remember, it is the flexibility of KPI tools that makes them so effective. One size does not fit all for proper data collection and evaluation! For example, marketing companies measure effectiveness differently than help desk supervisors.
Client makeup: The marketing company needs to know how many new clients it attracted in a given period of time. It evaluates the demographics of the new clients as well as of those who chose a different marketing professional. It is possible to discover whether the marketing company lacks appeal for a certain demographic, gender or even product line.
Revenue: Do the clients consist primarily of smaller accounts? There is nothing wrong with making money by servicing multiple small accounts; however, the marketer needs to know if there is a reason larger accounts seem to pass over this business.
Effectiveness: The marketer measures the business’ effectiveness also by how well the client does in the aftermath of an ad campaign. Sure, the marketing company gets paid when the campaign is successfully created and implemented, but if it is ineffective, there is little chance of getting repeat-business from this particular client. Measuring the effectiveness can be done in concert with the client’s profit numbers, stock price, product sales and also self-reported data.
The help desk manager has different KPI tools that matter to the business. In this case it is the relationship between revenue, customer satisfaction and labor costs. Measurement tools, as outlined by Metric Net, include:
Cost per contact measurements. How much does it cost to staff the help desk? Examining this cost and comparing it to industry standards quickly reveals if the company is losing money with its help desk setup.
Customer satisfaction surveys. It can be tricky to assess customer satisfaction via the survey process. Effective help desk workers may not have the interpersonal skills needed to score very high on customer surveys, even though they score well on other metrics. Nevertheless, this tool lets the project manager evaluate the company’s ability to train workers in the art and science of client interactions. It also hints at systemic problems, such as a company’s unwillingness to empower help desk workers to issue credits or resolve issues without escalating the call to the supervisory level.
One call resolution. If the customer has to call back, the problem behind the initial contact was not solved. Ideally, each customer should only have to call once to get a technical issue fixed, billing question answered or service turned on or off. Agents who frequently fall short of the one call resolution metric may lack the training needed to get the job done; they may also lack the authority from management to resolve the calls as needed.