Service organizations have two broad objectives: first, applying resources efficiently, and second, being effective in the eyes of the customer. The trade-off between efficiency and effectiveness frequently leans toward efficiency metrics since effectiveness is harder to measure, relying upon soft or qualitative measures. Further, effectiveness is multi-dimensional. Yet, the quality of service as viewed by the customer is key to long-term customer loyalty and organizational success.

This presentation will outline the various means for a call center to measure effectiveness, which provide the balance in the balance scorecard. Topics covered will range from capturing customer perceptions through surveying and other research techniques to internal attempts at measuring service quality such as call monitoring. The presentation will conclude with a discussion of how to combine the disparate effectiveness measures into a composite service effectiveness index.

Learning objectives:

• Understand the Balanced Scorecard approach to organizational measurement
• Discuss the means to measure effectiveness of a service operation and the role of each in managing a service operation
• Learn how composite measures can be created to provide a summary measure of performance.