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Boost Productivity with the “Right” Contact Center KPIs and Gamification

Improving contact center agent productivity can have a major impact on bottom-line results. But, how do you accurately assess productivity? What Key Performance Indicators (KPIs) are most important to track and appropriately measure productivity gains? Equally as important, how do you incentivize agents to continually improve?

Top 10 Contact Center KPIs

  1. Quality
    Assessing quality requires a consistent scoring and review of each agent’s interactions with customers. Identification of areas for improvement and definition of new goals should be discussed during coaching sessions. Continuous feedback on product knowledge, customer service skills, system usage, and various efficiency measures are also important. Defining what constitutes quality by looking at the performance of your top 10% of agents can also help you establish goals to bring all agents up to that level. —-
  2. Service Level
    Service level measures the percentage of calls that are answered within a specific time period. Managers should set the desired threshold for agents and teams. For example, you might specify a 90/20 service level meaning that 90% of the calls should be answered within 20 seconds. Due to fluctuations of incoming calls, you may want to establish different thresholds for peak times and off-peak times. —-
  3. First Call Resolution (FCR)
    It stands to reason that resolving more issues on the first call will positively impact agent and call center productivity. The quicker you can resolve an issue without having to transfer or escalate a call, the more calls your agents can handle in a day. FCR is also a critical factor of customer satisfaction. —-
  4. Average Speed of Answer (ASA)
    ASA measures the average time a call waits in the queue until it is picked up by an agent. Typically, ASA is only calculated on calls that are ultimately answered, not those that were abandoned. The key here is to understand how each agent or agent group is performing today. If the ASA is too high, you will need to figure out why agents are delaying answering calls. Process issues need to be addressed by operations. Agents taking too much time dallying between calls need to be dealt with through coaching and setting expectations. —-
  5. Average Handle Time (AHT)
    AHT refers to the average length of a call from the time an agent picks up until the time the agent disconnects. You must decide on the optimal range. Too much time may indicate that the agent is challenged with handling the customer’s request. Too little time may indicate that the agent is rushing through a call and not really addressing the customer’s need. Making all the relevant customer information available to an agent at the touch of a fingertip can help to keep this measurement within the optimal range.
  6. Average After Call Work Time (AWT)
    Like AHT, the average after call work time should be indicated by a range. This measurement refers to the amount of time an agent spends doing the work required after the call ends. If AWT is too high it may mean that an agent is dragging their feet to avoid taking another call. On the other hand, it could mean that you need to provide better forms or simplify your process. Keeping AWT in the appropriate range will have a direct impact on overall productivity. —-
  7. Occupancy Rate
    Measuring occupancy rate, or the amount of time agents are either on calls or completing call-related work, offers an excellent way of assessing agent productivity across all required duties related to calls. Establishing averages and setting specific improvement goals for each agent can dramatically increase productivity. —-
  8. Adherence to Schedule
    Essentially, adherence to schedule measures whether or not your agents are doing what they are supposed to be doing at the right time. Are agents making calls during times the schedule says they are available? Do they start their shift on time or take breaks when scheduled? Do they take an extended lunch break? Measurement of schedule adherence is important, and ongoing feedback to agents is essential to improving productivity. —-
  9. Customer Satisfaction
    Assessing how satisfied your customers are and whether or not they would recommend your products or services is the definitive measure of loyalty. Whether you capture this data via post-call surveys or other means, CSAT and Net Promoter score directly measure how satisfied customers are with the support and service you provide. —-
  10. Agent Turnover Rate
    The agent turnover rate refers to the percentage of agents who leave your company to work somewhere else. Agent turnover negatively impacts productivity and costs, as well as team morale and customer satisfaction.

Gamification motivates employees to stay on track.
No one knows your business better than you – and only you can ultimately decide which KPIs are going to provide the most impactful data to improve overall Contact Center KPIs and agent productivity. Regardless of which ones you choose, this is just the first step. Equally as important is how you are going to motivate your agents to focus on continuous improvement. One tried and true method is to employ gamification.

Leveraging gamification begins with defining your organizational goals and mapping the behaviors agents need to exhibit to achieve them. From there, you can apply game mechanics to provide real-time feedback on how agents are doing against the corporate, team and individual goals you have established.


A leading BPO organization, with over 27 years of experience in first-party and third-party collections for a variety of industries chose the Noble Gamification solution. With more than 500 employees in multiple offices, the BPO wanted to focus efforts on agent outputs across three vital KPIs: (1) Right Party Contacts, (2) First Time Payments, and (3) Agent Dialing Activity. By utilizing Noble, Agents, Supervisors, Site Directors, and Executives were provided a transparent view of the production landscape through five distinct User Interfaces. Company Goals outlined by the BPO’s leadership were broken into individual Score Cards for Agents and Teams. Their objectives were clear and their progress was easily tracked. The Leaderboard application was broadcast across the call center floor to provide recognition for high performing agents in front of all their peers. The results were significant: Right Party Contacts increased 36%, First Time Payments increased 13%, and Call Score skyrocketed 61%. In total these results transpired over a span of four months, resulting in a significant ROI.


Why gamification works.
Why is gamification so effective at improving productivity? The simple answer is that gaming focuses agents on the desired behaviors (KPIs) and keeps them engaged. Engaged agents are more satisfied with their job, which makes them better at building relationships with customers. This leads to greater customer satisfaction – which in turn translates to financial rewards for your agents and your company.

How do you measure your Contact Center KPIs? What have you found to be effective at keeping agents engaged?