Are You Measuring the Right Thing?

You’ve probably all heard of the phrase “what gets measured gets done” and certainly organizations are paying increasing lip service to the concept of measuring performance more. This post is not an argument for not measuring. It’s a lesson about the importance of measuring the right things.

A number of years ago, I was called in to help a call center improve their performance. This call center was a 1-800 “help” provider—you called them when a particular appliance stopped working and you needed immediate help or troubleshooting (from simple steps to fix the problem to where to take it to get repaired to what your warranty did and did not cover). Thus, when customers called this center, it was almost always because something was broken—and often with catastrophic consequences.

The call center management team specifically asked me to find ways to reduce the amount of “hold time” that individuals had to wait before getting an associate to help them online and also reduce the average length of the calls (with the theory being that shorter calls would also means less wait time). And, as a “ps” the management team asked me to also take a look at a call center associate named Martha. Martha, they said, was a really sweet person but if she didn’t turn things around, they would have to fire her. Specifically, they said she was too informal with callers (often times not referring to them as “Mister” or “Ms”). And her average call length was longer than the majority of other associates in the call center. Now it’s worth noting that the vast majority of call centers do measure things like….average wait time and call length and whether or not associates follow the script—that’s pretty standard for the industry. Continue reading