Contact Center Metrics

A word of caution. Don’t adopt someone else’s metrics as your standards, advises Curt Barry, president of F. Curtis Barry & Company. Find businesses that have similar call volume, average call length, type of products, average order value, etc. That advice notwithstanding here's a good place to begin benchmarketing metrics inside the contact center.

Productivity: 10 to 12 calls per hour on an annualized basis represents good productivity. During peaks obviously productivity may be 15 or higher.

Cost per order and call: We look at the total cost to take the order up to the point of order processing. Total cost per call is made up of direct labor, indirect labor, benefits, occupancy, third part outsource, telecom, recruiting, training, credit card processing, etc. Typically 50% to 60% of the costs are payroll related. Credit card processing is the second highest expense.

Cost per order: $5.99
Average Range: $3.32 - $9.39

Cost per call answered: $5.89
Average Range: $3.39 - $9.51

Costs as percent of net sales: 5.01%
Average Range: 3.0% - 8.3%

Abandonment rate: Total abandonment on an annualized basis for high service companies ranges between 2.5% and 3.5%. Some companies eliminate from the calculation short duration calls (less than 10 seconds).