The 2021 Guide to Call Center Reporting & Analytics

call center reporting

Call center reporting converts raw data into insightful reports.

Based on the type of report, you can understand agent performance, evaluate key performance metrics, and make informed decisions to enhance your customer service. 

Moreover, identifying and resolving issues on a granular level can help you build strategies to achieve excellent customer engagement.

In this article, we’ll cover what call center reporting is, its benefits, and the top eight call center reports. We’ll also provide six practical tips for effective call center reporting.

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Let’s get started.

What is Call Center Reporting?

Call center reporting is the process of converting raw data from your ACD (Automatic Call Distributor), IVR (Interactive Voice Response), and WFM (Workforce Management) systems into insightful reports.

These reports are typically based on some key call center metrics like:

  • First call resolution (FCR): Measures an agent’s ability to resolve a customer’s inquiry during the first call.
  • Adherence to schedule: Determines whether agents are working for the total time they’re scheduled for.
  • Average wait time: The average time a customer spends waiting in the queue or for a callback.
  • Customer satisfaction: Measures how happy are the customers with a business’ services and products.

You can convert these reports into charts or graphs to measure the performance of your business for a specified time range. This can be either done manually or automatically generated through call center reporting tools.

And while you can use any reporting tool to create excellent reports, it’s important to ensure that the reports:

  • Incorporate accurate formulas for calculating metrics to provide more relevant and reliable information.
  • Represent metrics clearly, allowing managers to identify the metrics that need further analysis with ease.       

This helps managers view clear, accurate performance metrics and tie call center data with other data streams to determine customer-centric, business-wide metrics.

How is Call Center Reporting different from Analytics?

Usually, reporting and analytics are used almost interchangeably. 

However, they are not the same.  

For one, generating call center reports is the first step of analytics. The data in the reports will help you derive meaningful insights to drive performance. 

Let’s have a more detailed comparison :

Call Center ReportingCall Center Analytics
Turns raw data into simplified summaries or reports to help you understand how your call center is performing.Identifies patterns and trends in reports and provides actionable insights that you can use to make changes and improvements.
Gives you the data but agents or managers need to analyze reports and ask questions like ‘why’ and ‘how’.Shows you why you’re getting certain problems or the results. You can then work upon the issues to make improvements.
For example, reporting highlights that your latest calling campaign shows lower customer engagement than previous efforts.For example, analytics shows that the hit rate was low. This could mean that you need to improve the quality of your contact list.

Top 8 Call Center Reports

Here’s a detailed look at eight common call center reports:

1. Agent Activity Report

Agent activity report provides information about all call center agents. Managers can use this information to ensure that their agents are actually executing their assigned tasks. 

This report typically contains historical data and other information regarding an agent’s daily output. That is why it’s sometimes called an agent detail report.

An agent activity report can include statistics like:

  • The number of incoming calls handled.
  • The total handle time for those calls.
  • Average handle time.
  • Shortest and longest handle time.

2. Agent Availability Report

An agent availability or agent status report shows the name of each individual agent and their user IDs, along with their ACD state. It also includes how long an agent was in each state.

Some of the ACD states are:

  • Signed out.
  • Available.
  • Busy.
  • Wrapping up.
  • Unavailable or Idle.
  • Break.

Historical reports, also called trace reports, can be used to see when call center agents signed in and out. This helps in calculating schedule adherence and occupancy.

3. Call Abandon Report

Call abandon reports show the percentage of abandoned inbound calls and details of the time before abandoning.

Additionally, some reports can include information like the average wait time before a call was abandoned and the longest a customer waited before they left the call. This can help you identify where you lose most customers and assess whether the service level is appropriate.

4. Call Detail Report

A call detail report gives the start and end times of a call, how long it was in the queue, and the caller’s details. 

In other words, this report shows:

  • When the call took place.
  • Caller ID.
  • Total hold time.
  • How long the call lasted.

You can use this report to review escalations or cross-check discrepancies in claims by an agent or customer. 

Moreover, quality assurance teams can use this report to review agents. 

They can monitor and track down poor-performing agents, training opportunities, or flawed knowledge management systems — ultimately leading to enhanced agent productivity.

5. Call Direction Reports

A call transfer report highlights the number of calls made or received across a direction or channel over a specified period, helping you understand the demand of your call center.

The directions can be categorized as:

  • The total number of inbound calls received.
  • The total number of outbound calls made.
  • Internal calls made to other departments.

You can also view the:

  • Total call duration.
  • Average call duration.
  • Longest call duration.

Combining these statistics with reports from other systems can help you with call center forecasting.

6. Inbound Call Summary Report

An inbound call summary report is a time interval report. It shows statistics for all the inbound calls made to the call center for any time period, like a week or month. 

It usually includes data like:

  • Total calls.
  • Answered calls.
  • Abandoned calls.
  • Talk time.
  • Agent speed of answer.

This report helps identify trends and seasonality statistics — acting as a base for call center forecasting.

For example, mapping the call arrival pattern over a day can help you identify peak hours or expected call volume.

7. Queue Activity Report

Queue activity reports give insights into customer behavior when waiting in different queues within a set timeframe. 

You can look at key metrics like the average wait time and the longest wait time before your support team answered a call. Queue activity reports can also include how many calls were handled across each queue.

Moreover, few systems may also provide more information like total calls that meet the service level.

8. SLA (Service Level Agreement) Report

An SLA is an agreement between the call center and its client containing the required services standards.

Usually, call centers have an 80-20 rule for call pick-up time. This means that 80% of calls have to be answered in 20 seconds.

An SLA report allows managers to see how often the SLA was breached, by whom, and during which campaign or queue. Along with the real-time monitoring and dashboards, this report also provides further insight into gaps. 

For example, let’s say the call volume is at its peak, resulting in a high wait time. Call center managers can then reshuffle the agents from different campaigns to handle the peak traffic.

3 Key Benefits of Call Center Reporting

call center policy and procedures

Here’s why reporting is essential for your call center operations:

1. Enhances Customer Service

Customer experience impacts customer retention, sales, revenue, center reputation, and more. 

Understanding why your audience acts the way they do will help you keep customers happy and encourage them to continue supporting your business.

In other words, the more you know about your customers, the more targeted your efforts will be.

Real-time call center reports can help you track:

  • Customer sentiment.
  • Customer demands.
  • Customer success.

2. Improves Agent Performance

You can use your call center reporting tools to evaluate customer interaction with your agents, adherence to company guidelines, and overall success. 

By using daily, weekly, or monthly reports to evaluate critical KPIs (Key Performance Indicators), you can ensure your agents are reliably meeting the set goals. 

Moreover, if you notice an operation-wide problem, you can use reports to see if agents need access to more training and tools, like a resource library, or if the problem is with your system.

3. Optimize Costs

Keeping call centers operational is not an easy task. It’s not possible to look through every area of your center to find small ways to save on costs.

Reporting offers the insights you need to streamline your work from top to bottom. 

For example, if there are too many steps in your call flow, you can save time and effort by simplifying the process. After all, these small inefficiencies can lead to huge costs over time.

6 Practical Tips for Efficient Call Center Reporting

Let’s take a look at a few effective reporting practices for your call center:

1. Identify What is Important 

With hundreds of call center metrics to track, it’s difficult and time-consuming to track and measure each of them. That’s why you need to focus on which metrics are important, not just how it’s presented.

However, it’s also important to note that the relevance of each metric will depend on which department is measuring performance. 

For example, quality assurance metrics will be different from those used in HR (Human Resource). So, you need to understand what’s important in each area.

This highlights the importance of a custom report across various departments.

2. Set Informed Goals

Improvements only begin with your reporting and analytics tools. 

Once you have all the information you need, you should use these insights to set achievable goals. 

Before setting your goals, ask your team a few questions like:

  • How can you enhance customer experience?
  • Do agents have access to the call center software they need to work?
  • Are they content with our level of workplace satisfaction?
  • How can you reduce costs?

You can then use your reporting tools and dashboards to track progress in real-time. It will enable you to quickly identify and address any flaws in your strategy.

3. Benchmark Key Statistics 

Once you’ve set clear strategic goals, you will need to work with them to achieve the goal.

And benchmarking helps you with that.

It enables you to determine whether your call center performance aligns with best practices and standards for the call center industry. You can also evaluate the performance of your agents compared to competitors to see whether your company is on par with its counterparts.

Working with the right metrics in your call center metrics dashboard will offer the level of insight you need to optimize your strategies.

Check out our detailed guide on call center benchmarking for more information.

4. Incorporate Customer Feedback

Your reputation among customers decides if a business is successful or not. 

This is why you should take note of both positive and negative comments while measuring customer satisfaction. It can also help you find possible improvement opportunities. 

To collect customer reviews, you can create strategies ahead of time and form an effective survey to send to customers. But remember, the survey should be short, concise, and specific to the main business goal. 

Customer service reporting will improve your agent’s performance, reduce your customer churn, and increase your satisfaction levels. 

5. Invest in a User-Friendly Reporting Tool

Look for a tool that will help you extract the maximum value out of your data. 

Along with a user-friendly interface and accessibility, your call center reporting tool should include interactive visualizations and connect multiple touchpoints of data into one place. 

Though these features are important, what actually differentiates a tool is its advanced analytical features. 

Business intelligence tools offer predictive analytics to identify trends and benchmarks in your data through machine learning and artificial intelligence. 

For example, some tools can predict call volume changes, allowing you to train your agents to tackle it with ease.

Check out this comprehensive list of all kinds of call center software, from A-Z!

6. Make Data Accessible to Agents

Giving call center agents access to their performance data and allowing them to create their own performance reports will enhance cross-departmental collaboration. 

It can also promote a data-driven culture in your call center. 

You can use a user-friendly call center reporting software that doesn’t require analytical skills to extract its full potential and offers cross-platform availability. This will make the reports accessible to even novice agents.

Additionally, you should have the option to view reports for any time range and easily share them with center managers or stakeholders.  

Wrap Up

Tracking call center data is important, but you can’t make much sense of it unless it’s depicted in an understandable form like a report or graph.

And call center reporting just does that.

With a good call center reporting tool, you can track your call center performance, enhance customer experience, and make well-informed, data-driven decisions to meet strategic goals.

Go through the tips mentioned in this article, and you’ll be able to perform call center reporting with ease!

 
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