211Centers
Doing it – The How of Metrics
Amy Latzer
Chief Operations Officer, 211 LA County
30th I&R Annual Training and Education Conference
May 21, 2008
5/21/2008
211 LA County
1
Introduction
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5/21/2008
Understanding performance metrics
and methodology.
Understanding the drivers of world
class service as well as obstacles.
The importance of setting goals and
standards.
How to apply performance metrics
to the growth and improvement of
service delivered by your agency.
211 LA County
2
Overview
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Our goal today is to identify areas
of measurement and how to use
that data to help your organization
grow.
Staffing
Workload
KPIs
Fundin
g
Inquirers
Cost
s
Metrics
Goals
WFM
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211 LA County
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Glossary of terms
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Abandoned Call/Contact - A call or other type
of contact that has been offered into a
communications network or telephone system, but
is terminated by the person originating the
contact before any conversation happens.
After Call Work (ACW) - Work immediately
following an inbound call or transaction. If work
must be completed before agent can handle next
contact, then ACW is factored into average handle
time. Work may involve keying activity codes,
updating database, filling out forms, or placing an
outbound contact.
Agent - The person that handles calls in a contact
center also referred to as a Specialist.
211 LA County
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Glossary of terms
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5/21/2008
AHT (Average Handle Time) - The amount of
time an employee is occupied with an incoming
contact. This is the sum of transaction time and
wrap-up time.
Blockage - The inability to complete a
connection between two points because of a busy
condition in the pathway.
Key Performance Indicator (KPI) - The most
critical measures of performance in any
organization, typically productivity measures.
LDQ (Longest Delay In Queue) - The longest
time a caller waited in queue prior to being
handled.
211 LA County
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Glossary of terms
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Occupancy - Generally a percent of logged in time that
an agent spends in active contact handling.
Schedule Adherence - The term used to describe how
well agents stick to their planned work schedules. May
also be referred to as compliance.
Service Level - Speed of answer goals that are often
expressed as the speed of answer to be attained or as
some percentage of calls to be answered within some
number of seconds (e.g., 80 percent of call answered
within 30 seconds).
Workforce Management (WFM) - The art and science
of having the right number of agents, at the right times,
to answer an accurately forecasted volume of incoming
calls at the service level standard set by the call center.
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211 LA County
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What is a metric and what is it’s value?
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A Metric is a measure of activity or
performance that enables assessment of
outcomes.
Metrics can help to answer key questions
about operational effectiveness:
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Are long term goals and objectives being
achieved?
What does success look like?
How satisfied are callers with services?
How important is the service to the
community?
How effective are managers and specialists?
211 LA County
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What are the benefits?
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Enhanced decision making-goals can be set for
desired results, results can be measured,
outcomes can be clearly articulated.
Improved internal accountability-more delegation
and less “micro-management” when individuals
are clear about responsibilities and expectations.
Goals and strategic objectives are meaningfultracking progress enables the evaluation of
planning efforts and can aid in determining
whether a plan is effective or not.
211 LA County
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AIRS Data Requirements
Reports and Measures
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Service Requests
Referrals Provided
Service Gaps
Demographic Data
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5/21/2008
Zip Code
City
Age
Gender
Language
Target Population
First Time/Repeat Caller
Follow up
211 LA County
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Step One – Determine KPIs
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Identify the most important indicators of
performance. They should at minimum
identify the following areas.
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Long term goal measurement
Quality of service delivered
Efficiency of the organization
Effectiveness of management and specialists
Performance indicators should be
measured at the organization and
individual (Specialists) levels at varying
intervals.
211 LA County
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Sample Reports
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211 LA County
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Sample Report: Top 20 Service
Requests April 2008
5/21/2008
211 LA County
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211 LA County Metrics
Metric
Target
Actual
(1st Qtr 2008)
Service Level
80% in 60 sec
83%
Abandoment Rate
< 10%
5%
Average Speed of Answser
30
22
Follow-up Rate (non-crisis 211)
3 calls/CRA per month
3+/CRA/mo
Average productivity
70%
60%
Average calls monitored for 211
2 calls/CRA per week
2/CRA/wk
# of new programs/services added to database each year (for
FY 07-08)
10% increase per year
2.6%
Annual Survey Response Rate
(figures for June-July 07-08 fiscal year 1 qtr remaining in process)
1st Mailing: 60%
2nd Mailing: 20%
Phone Contact: 20%
28.95%
14.49%
8.46%
# of agency site visits per year
50
24
% of eligible CRAs AIRS certified
100%
86%
Employee turnover rate
< 10%
1%
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211 LA County
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Step Two – Set Goals
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Analyze historical results and trends to
determine future objectives.
Goals should be based on a percent
improvement over historical results and
should be time driven.
The goal should identify gaps, improve
processes, and increase overall
performance.
Create a monthly, quarterly and/or annual
action plan.
211 LA County
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Step Three – Action and
Implementation Plan
Success organizations use a detailed plan to ensure a
systematic approach and process to gain measurable
results.
 Get buy in from management and all organizational
areas affected by the action plan prior to finalizing it.
 Establish roles and actions throughout the organization
to help generate best practices.
 Understand the history
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Historical analysis is key-know where you have been so
you know where you are heading.
This will lead you to root causes for problems and help
guide you to solutions.
DO IT! Start gathering the information and using it to
help grow your agency.
211 LA County
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Sample: 211 LA County – Action Plan
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Action Plan:
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Efficiency
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Quality
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Handle through efficiency and Quality measures
100% Contract Compliance
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Full implementation of quality program
Increase coaching program
Team Coach and CRA will create coaching plan and
determine area for improvement
Service
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Decrease ACW
Decrease Time in Aux
Increase Productivity
Program Managers streamline quarterly reports
211 LA County
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Sample Reporting-Metrics progress
Month
Sep-07
Oct-07
Nov-07
Dec-07
Jan-08
Feb-08
Mar-08
Apr-08
Sep-07
Oct-07
Nov-07
Dec-07
Jan-08
Feb-08
Mar-08
Apr-08
Split
211 Total
211 Total
211 Total
211 Total
211 Total
211 Total
211 Total
211 Total
First Five
First Five
First Five
First Five
First Five
First Five
First Five
First Five
Total
Total
Total
Total
Total
Total
Total
Total
Avg Spd Avg Aban
Calls
Avg Talk Avg After Avg Hold
Ans
Time
Handled
Time
Call
Time
62
99
31482
187
110
78
35
98
40907
181
108
82
51
104
33477
196
119
84
48
107
31342
206
112
90
31
86
40256
207
73
85
17
80
41462
212
60
66
20
81
43272
210
51
64
19
65
43917
219
49
63
34
154
2938
336
162
60
54
119
2884
332
162
58
68
132
2243
326
152
55
69
149
2205
387
178
56
41
120
2944
364
137
53
26
119
2823
367
140
47
22
115
3062
376
107
44
27
111
3336
397
103
42
AHT
Average Speed of Answer
Month
211
First 5
Sep-07
62
34
Oct-07
35
54
Nov-07
51
68
Dec-07
48
69
Jan-08
31
41
Feb-08
17
26
Mar-08
20
22
Apr-08
19
27
Calls Offered
Month
211
Sep-07
35982
Oct-07
44348
Nov-07
37261
Dec-07
34947
Jan-08
43225
Feb-08
43244
Mar-08
45356
Apr-08
45740
Service Level (% answered within 60 seconds)
Month
211
First 5
Sep-07
59.39%
77.44%
Oct-07
74.79%
66.27%
Nov-07
65.22%
57.57%
Dec-07
67.82%
60.10%
Jan-08
77.12%
72.15%
Feb-08
86.43%
80.53%
Mar-08
84.74%
84.95%
Apr-08
85.03%
79.91%
Answer Rate (% of calls answered)
Month
211
First 5
Sep-07
87.49%
89.71%
Oct-07
92.24%
87.29%
Nov-07
89.84%
84.10%
Dec-07
89.68%
85.86%
Jan-08
93.13%
91.00%
Feb-08
95.88%
92.38%
Mar-08
95.41%
94.62%
Apr-08
96.01%
93.34%
5/21/2008
375
372
399
409
366
338
325
331
558
552
533
622
554
554
527
542
Calls Aban
4500
3441
3784
3605
2969
1782
2084
1823
337
420
424
363
291
233
174
238
Aban %
0.143
0.084
0.113
0.115
0.074
0.043
0.048
0.042
0.115
0.146
0.189
0.165
0.099
0.083
0.057
0.071
Max Delay
1422
1997
4318
2977
2144
2318
3296
1276
1349
1343
1969
1656
1160
1153
1463
896
Extn Out
Calls
11077
14364
11751
11806
13534
12983
13630
14016
2094
3452
2737
2630
3272
3109
3223
3406
Extn In
Svc Level
Calls
1577
59.39
2104
74.79
1416
65.22
1558
67.82
1759
77.12
1105
86.43
1113
84.74
924
85.03
89
77.44
665
66.27
495
57.57
423
60.1
539
72.15
429
80.53
354
84.95
311
79.91
Calls
Offered
35982
44348
37261
34947
43225
43244
45356
45740
3275
3304
2667
2568
3235
3056
3236
3574
Answer
Rate
87.49%
92.24%
89.84%
89.68%
93.13%
95.88%
95.41%
96.01%
89.71%
87.29%
84.10%
85.86%
91.00%
92.38%
94.62%
93.34%
First 5
3275
3304
2667
2568
3235
3056
3236
3574
211 LA County
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Sample Reporting-Productivity
Date: April 1st to April 30th
Agent Name
Handled ACD Hours ACW Hours AUX Hours AVAIL Hours Staffed Hours Av g
Linda Reyes
1110
63
53
44
24
187
Martha Key
927
73
36
49
11
178
Teresa Abbott
392
15
12
7
5
39
Maggie Hutchins
438
57
23
29
5
114
Jeanette Pena
1222
61
44
43
55
210
Lorraine Hernan
448
37
9
34
20
102
Laura Banuelos
763
46
19
29
20
115
Gilda Roman
1066
78
14
75
45
214
Gema Harvin
507
20
6
18
22
72
Michelle Vu
1241
89
34
36
16
180
Sylvia DeMartin
525
58
16
40
24
138
Pamela Jones
1572
90
27
41
20
179
La Sonya Robinson
1434
67
20
42
35
165
Delia VanderLaa
849
61
17
34
24
138
Lena Jones
726
29
27
13
48
124
Louise Moore
1514
79
22
38
32
177
Miguel Serrano
1309
89
33
45
47
217
Adrienne Brooks
1556
92
16
43
19
177
Armando Meza
600
79
18
57
57
216
Deborah Paez
1160
87
18
37
18
164
Christina Becer
1453
75
22
39
40
177
Albertine Gutierrez
538
49
12
38
56
159
Shirl IL
93
5
2
2
3
14
Cecilia Francisco
1360
88
16
33
16
158
Susan Monares
811
61
22
42
70
197
Caroline Leverette
1175
70
19
30
47
175
Totals
44952
2935
813
1635
2207
7740
Rhoda Alajaji
807
68
16
41
59
186
Carolyn Stubble
1543
101
11
42
20
176
Yolanda Villase
1298
87
21
29
24
161
Maribel Santiago
697
66
15
37
58
177
Carolina Vargas
598
49
7
30
51
141
Evelyn Ignacio
1409
94
10
37
27
170
Rudy Bernal
1263
52
15
36
79
184
Sylvia Ybarra
393
35
13
26
62
137
Irene Aceves
265
22
5
17
36
80
Acencio Ortiz
1022
88
12
37
39
177
Lavella Thomas
1025
68
10
38
67
187
Terri McKeen
992
75
17
31
64
193
Mildred Orosco
208
10
9
22
76
119
Ruth Arellano
594
38
12
23
66
143
Fernando Torres
402
21
3
18
42
85
Christopher Castillo
699
55
5
30
67
162
Corina Cagle
484
20
4
39
122
184
Tina Afterhours
594
26
17
31
138
213
Paul Maya
1685
94
17
41
103
256
Maria Cabanilla
2113
116
10
31
38
196
Ofelia Tamayo
337
20
5
27
110
163
Vinica Omlano
861
52
5
10
18
85
Vicky W ong
346
23
2
4
17
48
Martha Veloz
323
13
1
1
23
42
5/21/2008
211 LA County
ACD Av g ACW Productiv ity
203
173
46%
284
141
47%
138
110
50%
466
191
54%
178
129
55%
299
69
56%
215
91
57%
263
46
57%
142
45
58%
258
99
58%
397
113
59%
205
62
61%
168
50
61%
260
72
62%
143
135
62%
188
53
63%
245
90
63%
213
38
63%
475
110
63%
271
55
64%
186
54
65%
328
81
66%
212
64
66%
234
42
66%
270
96
66%
213
57
66%
235
65
66%
301
73
68%
235
27
69%
241
57
69%
339
78
70%
297
42
71%
240
25
71%
148
44
71%
323
115
71%
294
73
72%
312
42
72%
240
34
72%
273
62
72%
178
157
73%
231
71
73%
191
27
74%
284
27
76%
145
27
77%
159
106
77%
200
37
77%
198
17
79%
212
49
80%
216
20
82%
240
26
85%
144
12
87%
18
Sample Report-Attendance
CRA
No . o f
Name
Perfec t
Abbott, Teres a
Perfec t
Ac eves , Irene
Aguilar, Ros e
Alajaji, Rhoda
Anay a, Bry an
Arellano, Ruth
Banuelos , Laura
Bec erra, Chris tina
Bernal, Rudy
Brook s , Adrienne
Perfec t
Cabanillas , Maria
Cagle, Corina
Cardenas , Gilda
Cas tillo, Chris
Perfec t
Curtis , Ben
Perfec t
De Martino, Sy lvia
Franc es , Cec ilia
Perfec t
Garc ia, Pablo
Gutierrez , Albertine
Harvin, Gema
Perfec t
Heredia, Sally
Hernandez , Lorraine
Perfec t
Hutc hins on, Margaret
Perfec t
Ignac io, Evely n I
Jones , Lena
Jones , Pamela
Key , Martha R
Perfec t
Kim, Shawn
Lars on, Carol
Leverette, Caroline
Lopez -Ybarra, Sy lvia
Perfec t
May a, Paul
Mc Keen, Teres a L
Mez a, Armando
Perfec t
Miller, Yvonne
Perfec t
Monares , Sus ana
Perfec t
Moore, Marion L.
Om, Vinic a
Perfec t
Oros c o, Mildred
Ortiz , Ac enc ion
Paez , Deborah
Pena, Jeanette
Rac hal, Shirl
Rey es , Linda
Robins on, LaSony a
Perfec t
Sanc hez , Vic tor
Santiago, Maribel
Perfec t
Santos , Melis s a
Serrano, Miguel
Stubblefield, Caroly
Tamay o, Ofelia
Tay lor, Tina
Perfec t
Thomas , Lavella
Torres , Fernando
Vanderlaan, Delia F
Vargas , Carolina
Perfec t
Veloz , Martha
Perfec t
Villas enor, Yolanda
Vu, Mic helle M
Perfec t
W ong, Vic k y
Perf ect At t en d an ce
5/21/2008
o ccu rren ces
Attendanc e
Attendanc e
1
1
1
9
5
2
2
1
RES OURCE
No . o f
Name
Gold, DeEtta
Perfec t
Haro, Claudia
Kim, Caroline
Perfec t
Provinc e, Jim
Rogers , Rhea
Serby , David
Perfec t
Shannon, Ellen
Yoder, Mic hele
Perf ect At t en d an ce
o ccu rren ces
2
Attendanc e
4
Attendanc e
4
2
Attendanc e
1
3
Attendanc e
5
6
7
Attendanc e
Attendanc e
2
Attendanc e
2
2
Attendanc e
12
Attendanc e
Attendanc e
4
3
7
Attendanc e
1
2
1
Attendanc e
1
3
Attendanc e
Attendanc e
Attendanc e
2
Attendanc e
5
1
5
6
5
4
Attendanc e
2
Attendanc e
1
6
1
2
Attendanc e
1
2
3
Attendanc e
Attendanc e
2
Attendanc e
21
211 LA County
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Balancing Act-Quantity and
Quality
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211 LA County
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Suggested Technical Tools
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5/21/2008
ACD Phone System reporting tool
Database reporting system
Excel
Access
Erlang-C Calculator
Quality Monitoring System
Work Force Management System
Internal Portal
211 LA County
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Summary
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5/21/2008
Identify KPIs
Develop Goals
Create action plan and timelines
211 LA County
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5/21/2008
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Contact Information
Amy Latzer
211 LA County
Chief Operations Officer
626-299-2979
alatzer@211la.org
Real People. Real Answers. Real Help.
www.211LACounty.org
INFORMATION AND REFERRAL FEDERATION OF LOS ANGELES
COUNTY
Serving Los Angeles County since 1981
5/21/2008
211 LA County
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