DFG’s call centre budgets four minutes for its operators to deal with a customer’s enquiry and conclude the call. Team leaders are evaluated on the basis of the average call length.
Simone is a team leader. Her team’s average call length is five minutes and 30 seconds. Simone accepts full responsibility. She encourages her team members to check that the customer is satisfied before concluding the call.
On investigation, it was discovered that 2% of the customers who dealt with Simone’s team had to call DFG again within seven days. Other teams had an average of 25% of customers call back within seven days because their first call had not fully resolved their problem.
Which of the following statements are true?
A . The use of average call length may be leading to dysfunctional behaviour.
B . Simone is in breach of call centre policy.
C . It would be better to evaluate team leaders on the basis of multiple criteria.
D . Team leaders should be responsible for setting policy on performance measurement within the call centre.
E . Average call length should be replaced with the average rate of return calls as the primary performance measure for team leaders.
Answer: A,B,C
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