Choosing a Service Level goal

Contrary to popular belief, there is no industry standard Service Level. Some contact centers base their Service Level goal on the targets of same-industry companies. In doing so, they assume these companies are actually meeting their intended targets. Companies are setting increasingly rigorous Service Level targets in sectors where outstanding customer service is the norm.

Setting an appropriate Service Level goal for your contact center is not easy. The motivation and expectations of your customers, the availability of similar goods or services, the Service Level targets of same-industry companies, and the value of calls are things to consider. It may be useful to run some calculations to determine the trade-offs in Service Level associated with adding or removing an agent, and implement customer satisfaction surveys. When defining your corporate Service Level, consider several factors and rate their relative importance.

An appropriate Service Level is one that

Satisfies callers’ expectations for service
Keeps abandonment in check (at less than five percent)
Minimizes expenses and maximizes revenue
Meets with the approval and support of agents, supervisors, and senior management

Consider this modest objective. For a Service Level of 80 percent of calls answered in less than 20 seconds, callers receive the following service:

Approximately 30 percent of callers experience a delay in queue.
The longest wait time is approximately three minutes.
The average speed of answer is approximately 12 seconds.

Is this acceptable service for you and for your callers?