Building a World-Class OTC Call Center: Complaint Management and Performance Metrics

Study Overview

Leading over-the-counter (OTC) companies rely on call centers to provide superior customer service. As one of the key drivers of customer loyalty, an effective OTC call center plays an important part in an organization's overall success. Effectively handling customer complaints ensures future sales.


Best Practices, LLC conducted this study to highlight how high-performing OTC call center organizations approach complaint management. The study provides qualitative and quantitative data around complaint resolution approaches used by participating OTC organizations within pharmaceutical and related industries. The study also presents an array of ratios and service-level metrics dealing with critical measures of OTC call center operations, such as cost per call and percentage of complaints resolved on first call. OTC call center leaders can use the data in this study to compare their performance ratios and metrics with those of peer organizations.


Key Topics

• OTC Call Center Complaint Management Process
• OTC Call Center Performance Metrics
• OTC Call Center Ratios
• OTC Call Center Service Level Metrics

• Approaches for Tracking and Resolving Complaints
• Performance Metrics Reporting Frequency by Stakeholder Group
• Average OTC Call Center Budget (Total Benchmark Class)
• Average Cost Per Call (Total Benchmark Class)
• Average Calls Per Agent (Total Benchmark Class)
• Average Call Per FTE
• Span of Control: Agents Per OTC Call Center Manager/ Leader
• Average Number of Calls Per Month (Total Benchmark Class)
• Average Speed of Answer Per Call (Total Benchmark Class)
• Average Hold Time Per Call (In Seconds)
• Average Length of Call (In Minutes)
• Average Call Abandonment Rate
• Customer Abandonment time (In Seconds)
• First Call Resolution (In Percentage)
• Average Number of Days to Resolve Complaints (Total Benchmark Class)
• Time Required to Document a Case After a Call (In Seconds)

• Complaint Resolution: OTC products are usually a cross between prescription drug and FMCG products and are present in market from the past several years. The technical information for these products is readily available and accessible to the first-line agents. Consequently, about two-thirds of calls are handled by first-line agents. And the first-line agents successfully resolve 89% of the complaints during the first call, This highlights the efficiency of OTC call center agents in working with customers.
  

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