Page 118 - Performance Leadership

Chapter 7 Business Interfaces Drive Collaboration • 107

F igur e 7.4
Business Interface between Campaign Management and Call Center

Campaign Management Call Center
Business domain metrics: Business domain metrics:
• Number of campaigns • Customer satisfaction
• Response rate • Knowledge levels agents
• Variance cost – budget • Data quality
• Accuracy FTE planning

• % campaigns handed
over on time and complete
• Accuracy cost analysis
Business Interface

perhaps a different follow-up strategy needs to be devised involving
other channels, such as the Internet. If the call center doesn’t have the
resources to drive follow-up, another channel should become part of
the campaign design, or the follow-up should be outsourced to an exter-
nal call center taking care of the overflow. One of the performance
indicators that defines the success of the overall campaign is a cost
analysis of the follow-up. Overall there should be a metric for the cam-
paign manager that measures for which percentage of all campaigns
(with a target of 100 percent) the quality and speed of the handover to
the call center was sufficient. The call center needs a few days to plan
capacity, scheduling additional call center agents for the duration of
the campaigns. The handover document should also be of high qual-
ity and contain all necessary elements, such as follow-up scripts and
expected response rates over the days the campaign is running. Also,
the call center manager should be part of the cost analysis for the cam-
paign follow-up activities.
It looks like the business interface metrics all concern the campaign
manager only, making sure he or she collaborates with the call center
manager. However, it is also in the best interest of the call center man-
ager to be actively involved. The call center manager is responsible for
his or her own business domain, and the results will show in his or her