5/21/2008211 LA County1 211Centers Doing it – The How of Metrics Amy Latzer Chief Operations Officer, 211 LA County 30 th I&R Annual Training and Education.

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211Centers Doing it – The How of Metrics

Amy LatzerChief Operations Officer, 211 LA County

30th I&R Annual Training and Education ConferenceMay 21, 2008

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Introduction

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.

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Overview

Our goal today is to identify areas of measurement and how to use that data to help your organization grow.

Costs

WFM

Metrics

InquirersFunding

Goals

KPIsWorkloadStaffing

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Glossary of terms

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.

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Glossary of terms

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.

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Glossary of terms 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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What is a metric and what is it’s value?

A Metric is a measure of activity or performance that enables assessment of outcomes.

Metrics can help to answer key questions about operational effectiveness: 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?

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What are the benefits?

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 meaningful-tracking progress enables the evaluation of planning efforts and can aid in determining whether a plan is effective or not.

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AIRS Data RequirementsReports and Measures

Service Requests Referrals Provided Service Gaps Demographic Data

Zip Code City Age Gender Language Target Population First Time/Repeat Caller

Follow up

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Step One – Determine KPIs

Identify the most important indicators of performance. They should at minimum identify the following areas. 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.

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Sample Reports

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Sample Report: Top 20 Service Requests April 2008

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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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Step Two – Set Goals

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.

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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 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.

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Sample: 211 LA County – Action Plan

Action Plan: Efficiency

Decrease ACW Decrease Time in Aux Increase Productivity

Quality Full implementation of quality program Increase coaching program Team Coach and CRA will create coaching plan and

determine area for improvement Service

Handle through efficiency and Quality measures 100% Contract Compliance

Program Managers streamline quarterly reports

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Sample Reporting-Metrics progressMonth Split

Avg Spd Ans

Avg Aban Time

Calls Handled

Avg Talk Time

Avg After Call

Avg Hold Time

AHT Calls Aban Aban % Max DelayExtn Out

CallsExtn In

CallsSvc Level

Calls Offered

Answer Rate

Sep-07 211 Total 62 99 31482 187 110 78 375 4500 0.143 1422 11077 1577 59.39 35982 87.49%Oct-07 211 Total 35 98 40907 181 108 82 372 3441 0.084 1997 14364 2104 74.79 44348 92.24%Nov-07 211 Total 51 104 33477 196 119 84 399 3784 0.113 4318 11751 1416 65.22 37261 89.84%Dec-07 211 Total 48 107 31342 206 112 90 409 3605 0.115 2977 11806 1558 67.82 34947 89.68%Jan-08 211 Total 31 86 40256 207 73 85 366 2969 0.074 2144 13534 1759 77.12 43225 93.13%Feb-08 211 Total 17 80 41462 212 60 66 338 1782 0.043 2318 12983 1105 86.43 43244 95.88%Mar-08 211 Total 20 81 43272 210 51 64 325 2084 0.048 3296 13630 1113 84.74 45356 95.41%Apr-08 211 Total 19 65 43917 219 49 63 331 1823 0.042 1276 14016 924 85.03 45740 96.01%Sep-07 First Five Total 34 154 2938 336 162 60 558 337 0.115 1349 2094 89 77.44 3275 89.71%Oct-07 First Five Total 54 119 2884 332 162 58 552 420 0.146 1343 3452 665 66.27 3304 87.29%Nov-07 First Five Total 68 132 2243 326 152 55 533 424 0.189 1969 2737 495 57.57 2667 84.10%Dec-07 First Five Total 69 149 2205 387 178 56 622 363 0.165 1656 2630 423 60.1 2568 85.86%Jan-08 First Five Total 41 120 2944 364 137 53 554 291 0.099 1160 3272 539 72.15 3235 91.00%Feb-08 First Five Total 26 119 2823 367 140 47 554 233 0.083 1153 3109 429 80.53 3056 92.38%Mar-08 First Five Total 22 115 3062 376 107 44 527 174 0.057 1463 3223 354 84.95 3236 94.62%Apr-08 First Five Total 27 111 3336 397 103 42 542 238 0.071 896 3406 311 79.91 3574 93.34%

Average Speed of Answer Calls OfferedMonth 211 First 5 Month 211 First 5

Sep-07 62 34 Sep-07 35982 3275Oct-07 35 54 Oct-07 44348 3304Nov-07 51 68 Nov-07 37261 2667Dec-07 48 69 Dec-07 34947 2568Jan-08 31 41 Jan-08 43225 3235Feb-08 17 26 Feb-08 43244 3056Mar-08 20 22 Mar-08 45356 3236Apr-08 19 27 Apr-08 45740 3574

Service Level (% answered within 60 seconds) Answer Rate (% of calls answered)Month 211 First 5 Month 211 First 5

Sep-07 59.39% 77.44% Sep-07 87.49% 89.71%Oct-07 74.79% 66.27% Oct-07 92.24% 87.29%Nov-07 65.22% 57.57% Nov-07 89.84% 84.10%Dec-07 67.82% 60.10% Dec-07 89.68% 85.86%Jan-08 77.12% 72.15% Jan-08 93.13% 91.00%Feb-08 86.43% 80.53% Feb-08 95.88% 92.38%Mar-08 84.74% 84.95% Mar-08 95.41% 94.62%Apr-08 85.03% 79.91% Apr-08 96.01% 93.34%

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Sample Reporting-ProductivityDate: April 1st to April 30th

Agent Name Handled ACD Hours ACW Hours AUX Hours AVAIL Hours Staffed Hours Avg ACD Avg ACW ProductivityLinda Reyes 1110 63 53 44 24 187 203 173 46%Martha Key 927 73 36 49 11 178 284 141 47%Teresa Abbott 392 15 12 7 5 39 138 110 50%Maggie Hutchins 438 57 23 29 5 114 466 191 54%Jeanette Pena 1222 61 44 43 55 210 178 129 55%Lorraine Hernan 448 37 9 34 20 102 299 69 56%Laura Banuelos 763 46 19 29 20 115 215 91 57%Gilda Roman 1066 78 14 75 45 214 263 46 57%Gema Harvin 507 20 6 18 22 72 142 45 58%Michelle Vu 1241 89 34 36 16 180 258 99 58%Sylvia DeMartin 525 58 16 40 24 138 397 113 59%Pamela Jones 1572 90 27 41 20 179 205 62 61%La Sonya Robinson 1434 67 20 42 35 165 168 50 61%Delia VanderLaa 849 61 17 34 24 138 260 72 62%Lena Jones 726 29 27 13 48 124 143 135 62%Louise Moore 1514 79 22 38 32 177 188 53 63%Miguel Serrano 1309 89 33 45 47 217 245 90 63%Adrienne Brooks 1556 92 16 43 19 177 213 38 63%Armando Meza 600 79 18 57 57 216 475 110 63%Deborah Paez 1160 87 18 37 18 164 271 55 64%Christina Becer 1453 75 22 39 40 177 186 54 65%Albertine Gutierrez 538 49 12 38 56 159 328 81 66%Shirl IL 93 5 2 2 3 14 212 64 66%Cecilia Francisco 1360 88 16 33 16 158 234 42 66%Susan Monares 811 61 22 42 70 197 270 96 66%Caroline Leverette 1175 70 19 30 47 175 213 57 66%Totals 44952 2935 813 1635 2207 7740 235 65 66%Rhoda Alajaji 807 68 16 41 59 186 301 73 68%Carolyn Stubble 1543 101 11 42 20 176 235 27 69%Yolanda Villase 1298 87 21 29 24 161 241 57 69%Maribel Santiago 697 66 15 37 58 177 339 78 70%Carolina Vargas 598 49 7 30 51 141 297 42 71%Evelyn Ignacio 1409 94 10 37 27 170 240 25 71%Rudy Bernal 1263 52 15 36 79 184 148 44 71%Sylvia Ybarra 393 35 13 26 62 137 323 115 71%Irene Aceves 265 22 5 17 36 80 294 73 72%Acencio Ortiz 1022 88 12 37 39 177 312 42 72%Lavella Thomas 1025 68 10 38 67 187 240 34 72%Terri McKeen 992 75 17 31 64 193 273 62 72%Mildred Orosco 208 10 9 22 76 119 178 157 73%Ruth Arellano 594 38 12 23 66 143 231 71 73%Fernando Torres 402 21 3 18 42 85 191 27 74%Christopher Castillo 699 55 5 30 67 162 284 27 76%Corina Cagle 484 20 4 39 122 184 145 27 77%Tina Afterhours 594 26 17 31 138 213 159 106 77%Paul Maya 1685 94 17 41 103 256 200 37 77%Maria Cabanilla 2113 116 10 31 38 196 198 17 79%Ofelia Tamayo 337 20 5 27 110 163 212 49 80%Vinica Omlano 861 52 5 10 18 85 216 20 82%Vicky Wong 346 23 2 4 17 48 240 26 85%Martha Veloz 323 13 1 1 23 42 144 12 87%

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Sample Report-AttendanceName No. of occurrences Name No. of occurrences

Abbott, Teresa Perfect Attendance Gold, DeEtta 2Aceves, Irene Perfect Attendance Haro, Claudia Perfect AttendanceAguilar, Rose 1 Kim, Caroline 4Alajaji, Rhoda 1 Province, Jim Perfect AttendanceAnaya, Bryan 1 Rogers, Rhea 4Arellano, Ruth 9 Serby, David 2Banuelos, Laura 5 Shannon, Ellen Perfect AttendanceBecerra, Christina 2 Yoder, Michele 1Bernal, Rudy 2 Perfect Attendance 3

Brooks, Adrienne 1Cabanillas, Maria Perfect AttendanceCagle, Corina 5Cardenas, Gilda 6Castillo, Chris 7Curtis, Ben Perfect AttendanceDe Martino, Sylvia Perfect AttendanceFrances, Cecilia 2Garcia, Pablo Perfect AttendanceGutierrez, Albertine 2Harvin, Gema 2Heredia, Sally Perfect AttendanceHernandez, Lorraine 12Hutchinson, Margaret Perfect AttendanceIgnacio, Evelyn I Perfect AttendanceJones, Lena 4Jones, Pamela 3Key, Martha R 7Kim, Shawn Perfect AttendanceLarson, Carol 1Leverette, Caroline 2Lopez-Ybarra, Sylvia 1Maya, Paul Perfect AttendanceMcKeen, Teresa L 1Meza, Armando 3Miller, Yvonne Perfect AttendanceMonares, Susana Perfect AttendanceMoore, Marion L. Perfect AttendanceOm, Vinica 2Orosco, Mildred Perfect AttendanceOrtiz, Acencion 5Paez, Deborah 1Pena, Jeanette 5Rachal, Shirl 6Reyes, Linda 5Robinson, LaSonya 4Sanchez, Victor Perfect AttendanceSantiago, Maribel 2Santos, Melissa Perfect AttendanceSerrano, Miguel 1Stubblefield, Caroly 6Tamayo, Ofelia 1Taylor, Tina 2Thomas, Lavella Perfect AttendanceTorres, Fernando 1Vanderlaan, Delia F 2Vargas, Carolina 3Veloz, Martha Perfect AttendanceVillasenor, Yolanda Perfect AttendanceVu, Michelle M 2Wong, Vicky Perfect AttendancePerfect Attendance 21

CRA RESOURCE

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Balancing Act-Quantity and Quality

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Suggested Technical Tools

ACD Phone System reporting tool Database reporting system Excel Access Erlang-C Calculator Quality Monitoring System Work Force Management System Internal Portal

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Summary

Identify KPIs Develop Goals Create action plan and timelines

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Contact Information

Amy Latzer211 LA County

Chief Operations Officer626-299-2979

[email protected]

Real People. Real Answers. Real Help.

www.211LACounty.orgINFORMATION AND REFERRAL FEDERATION OF LOS ANGELES

COUNTYServing Los Angeles County since 1981