Call Center Reporting Guide for Businesses

Surbhi Nahata

Jayadeep Subhashis

February 8, 20249 min read

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Call centers are under immense pressure today to deliver consistent customer service across traditional and digital customer service channels.  

While trained frontline call center agents adeptly handle customer interactions, manager and leader roles have become a delicate balancing act — ensuring that call center operations remain efficient while positively impacting the bottom line. To navigate this, they employ call center reporting—a systematic process for collecting and analyzing call center and agent performance data, typically presented through dashboards.   

Today, call center reporting has become indispensable for ensuring seamless operations and meeting customers' elevated expectations. 
In this blog, learn everything about call center reporting — key metrics, formulas to calculate them and how call centers interpret this information. Also, explore the tangible benefits of call center reporting and best practices to elevate your approach to customer service excellence. 

Table of Contents

What is call center reporting?

Call center reporting is the process of collecting, analyzing and presenting data related to call center performance and customer interactions. The data is gathered through various customer service channels, including reports, dashboards, scorecards, analytics tools and performance summaries.

It's a bit like assembling a jigsaw puzzle. You collect data from different sources like your automatic call distribution, IVR and workforce management systems, and then covert that raw data into user-friendly reports to create the overall picture. The reports rely heavily on visual aids like charts and graphs for quick comprehension.

How does call center reporting improve customer service?

Effective call center reporting plays a crucial role in ensuring top-notch customer service. Here's how it contributes:

1. Performance monitoring

Call center reporting allows you to closely monitor call center agents' performance, ensuring they meet pre-defined service level agreements (SLAs) and deliver consistent service quality. You can customize your call center reports to align performance metrics with your business's unique standards and goals.

2. Issue identification

Call center reports help identify recurring issues or bottlenecks in the customer service process, so you can so you can adopt a proactive approach to problem-solving. These reports typically represent issues visually, helping supervisors prioritize and address them efficiently.

3. Resource allocation

By analyzing the report's data, you can ace call center scheduling and optimize resource allocation for peak times. Customized reports also offer real-time insights, which means you can make instant adjustments to ensure the right number of agents are available at a given time. This dynamic approach enhances efficiency, syncing call center workforce management with customer demand.

Good to know: Modern workforce management software uses AI to predict future case volumes, handling times and SLAs accurately across all channels based on historical data, with added flexibility to model events as adjustments.

Call center forecasting with Sprinklr Workforce Management Software

4. Quality assurance 
Reporting is vital for assessing and refining the quality of customer interactions. Customized reports can highlight script adherence, call opening, greeting and active call listening. Studying these reports helps you gain an in-depth understanding of the quality of services your agents provide. You can also use the findings to improve call center agent training and facilitate targeted improvements. 

Automated Agent Performance Scoring with Sprinklr Servic e

Call center reporting vs. call center analytics 

Though sometimes mistaken for the same thing, call center reporting is different from call center analytics. Both terms have distinct purposes and focus areas. 


Call center reporting 

Call center analytics 


Provide structured data on operational metrics and call center KPIs 

Utilize data to uncover patterns, trends and insights 


Focus on predefined metrics and key performance indicators 

Explore broader datasets, including unstructured data 

Data presentation 

Present historical and real-time data in predefined reports 

Generate interactive dashboards, visualizations and ad-hoc analyses 

User interaction 

View static reports with limited interactivity 

Use interactive tools and platforms for dynamic exploration 

Time sensitivity 

Analyze current and past performance 

Enable both historical analysis, real-time insights and future predictions 

Sample metrics 

Average handle time, FCR, SL, call volume, call abandonment rate 

Sentiment analysis, root cause analysis, predictive modeling 


Monitor and measure day-to-day operational efficiency 

Gather insights for strategic decision-making and process improvement 

Use case 

Monitor agent performance, workload and call center service levels 

Identify trends, optimize processes and predict future scenarios 

 Read More: Customer Service Analytics – A Comprehensive Guide 

Key metrics to monitor for call center reporting

To leverage call center reporting effectively, businesses must monitor key metrics and KPIs such as:

I. Agent performance reports

Average handle time (AHT)

AHT is the average time an agent spends handling a customer interaction, including talk time and any related after-call work.



Ideal interpretation: The lower the AHT, the better. As this indicates efficiency in resolving customer issues.

First call resolution (FCR)

FCR is the percentage of customer issues resolved on the first interaction without the need for follow-up.



Ideal interpretation: A higher percentage indicates effective problem-solving and customer satisfaction

Call quality score

These are scores assigned to evaluate the quality of interactions based on predefined criteria.

Formula: Typically determined through a scoring system based on agent performance criteria

Ideal Interpretation: Higher scores indicate better adherence to quality standards.

Adherence to schedule

This refers to the percentage of time an agent adheres to their assigned schedule.



Ideal Interpretation: Higher percentages reflect better schedule adherence.

Read More: Important Call Center Agent Performance Metrics to Track [+Optimization Tips]

II. Service level reports

Service level

Service level is the percentage of calls answered within a specified time frame.



Ideal Interpretation: Higher percentages indicate better service levels.

Average speed of answer (ASA)

The average time it takes for calls to be answered by agents.



Ideal Interpretation: The lower, the better as this indicates faster response times.

Abandoned call rate

Call abandonment rate is the percentage of calls abandoned by customers before being answered.



Ideal Interpretation: Lower percentages are preferred, indicating better customer patience and service levels.

Occupancy rate

The percentage of time an agent spends actively handling calls or other productive work.



Ideal Interpretation: A higher percentage indicates better call center agent utilization.

Queue time

The average time callers spend waiting in the queue before an agent answers.



Ideal Interpretation: The lower, the better, indicating shorter hold times for customers. 

Must Read: How to Measure Call Center Productivity

III. Call volume reports

Inbound and outbound call volume 

This is simply the total number of incoming and outgoing calls during a specific period. 

Formula: Straightforward count 

Ideal Interpretation: It depends on an organization's goals and capacity planning. 

Learn More:  Inbound vs. Outbound Call Center: Which is Right for Your Business?   

Peak call hours

Peak call hours are specific time periods with the highest call volume. 

Formula: Not applicable (based on observed call patterns). 

Ideal Interpretation: This data is useful for optimizing staffing during high-demand periods.

Bonus Read: How Voice Bots Can Help Manage High Call Volume in the Contact Center  

Call forecast accuracy  

This refers to the accuracy of predicting call volumes compared to the actual number of calls. 



Ideal Interpretation: A lower percentage indicates better forecast accuracy. 

Read More: What is Call Center Forecasting?

Average wait time 

The average time a caller spends waiting in the queue before being connected to an agent. 



Ideal Interpretation: The lower, the better, indicating shorter customer wait times.  

IV. Customer Satisfaction (CSAT) reports

CSAT scores 

Customers assign CSAT scores based on their satisfaction with the service received. 


Typically determined through a scoring system based on customer feedback.


Ideal Interpretation: A high CSAT score signifies that a substantial number of customers are satisfied with their experience. 

Net Promoter Score (NPS) 

Net promoter score (NPS) indicates the likelihood of customers recommending the company to others. 



Ideal Interpretation: Higher NPS values indicate a higher likelihood of customer advocacy.
Good Read: How to Improve the Net Promoter Score of Your Brand   

Customer effort score (CES) 

A metric evaluating the ease with which customers can achieve their goals. 

Formula: Typically determined through a scoring system based on customer feedback.


Ideal Interpretation: Lower customer effort scores indicate lower customer effort and higher satisfaction. 

Top benefits of real-time reporting in a call center 

An actionable, insight-rich call center report must serve as the call center's pulse point. Decision-makers should be able to study the report and make dynamic, split-second changes in their operations. Here's why real-time reporting is so crucial:  

Quick response to trends and patterns 

  • Real-time reporting enables call center managers to identify emerging trends and patterns in customer interactions instantly. 

  • This allows for immediate adjustments in strategies, resource allocation or training to address changing customer needs. 

  • Timely responses to trends ensure that the call center remains agile and responsive to changing customer expectations. 

Proactive issue resolution 

  • With real-time reporting, call centers can proactively identify and address issues as they arise during customer interactions. 

  • Immediate awareness of potential challenges allows for timely intervention, preventing problems from customer escalation

  • Proactive issue resolution contributes to a smoother customer experience and helps maintain high service levels. 

Learn More: Tips for Creating a Proactive Customer Service Strategy 

Enhanced performance monitoring (Whisper, Barge-In) 

  • Real-time reporting provides enhanced performance monitoring through features like whisper and barge-in. 

  • Whisper allows supervisors to provide real-time guidance to agents during customer calls without the customer hearing, improving agent performance. 

  • Barge-in enables supervisors to join live calls to address issues or provide assistance directly, enhancing training opportunities and service quality.  

💡Do you know: With advanced AI-powered analytics and reporting software, you can monitor end-to-end customer journeys and analyze customer interaction data using multi-level drill-downs. 

Customer journey tracking with Sprinklr Service

7 Call center reporting best practices 

To maximize reporting effectiveness, you should follow best practices that ensure accurate data collection, meaningful analysis and actionable insights. Here are seven best practices with the highest impact on call center reporting: 

1. Define clear objectives 

Before implementation, define clear objectives and goals. What do you want to achieve with your reporting efforts? Building well-defined objectives ensures you collect and analyze data relevant to your business's priorities. 

2. Choose the right software 

Invest in software that aligns with your business needs and goals. Look for a solution that offers customizable dashboards, real-time reporting capabilities and the ability to integrate with other systems. 

Editor’s Pick: Top 11 Call Center Software for 2023-24 

3. Standardize metrics and KPIs 

Standardize the call center KPIs and metrics to ensure consistency in data collection and reporting, making it easier to compare performance over time.  

4. Conduct regular training 

Ensure that your customer service representatives and call center managers are well-trained in using the reporting tools and understanding the metrics. Training helps agents make data-driven decisions and leverage reporting effectively. 

Read More: 13 Call Center Skills for Agent Success  

5. Implement data quality checks 

Regularly audit and validate your data to ensure its accuracy and reliability. Data quality checks help prevent errors that can lead to misguided decisions. 

6. Establish data governance 

Implement data governance practices to ensure data security, compliance with regulations and proper data handling procedures. Protecting sensitive customer information is paramount. 

Addressing data security concerns head-on, Sprinklr AI+ provides robust protection by masking critical information, including dates, times, email IDs, URLs, IP addresses, driving licenses and medical license numbers. Our regex masking capabilities further tailor data protection to meet specific customer requirements.   

7. Foster a culture of continuous improvement 

Encourage a culture of continuous improvement within your call center. Regularly review performance data, identify areas for enhancement and implement changes based on your analysis. 

Know More: Top 13 Call Center Quality Assurance Best Practices 

Ace call center reporting with Sprinklr Service 

In the ever-evolving landscape of customer service, the challenges posed by outdated reporting systems — inefficiencies, blind spots and missed opportunities — are all too familiar. As we've explored the intricacies of call center reporting and best practices, it's clear that modern challenges demand modern solutions.  

Enter Sprinklr Service, your answer to streamlined and efficient call center reporting, providing real-time insights into agent and customer behavior. 

Through advanced conversational analysis and comprehensive dashboards designed for agents and supervisors, Sprinklr Service empowers you to enhance your ability to provide swift and effective resolutions and pinpoint and address underlying issues at a granular level.   

Sprinklr Service is available for a 30-day free trial to explore the platform at your own pace. If you want a customized product walkthrough for your team, schedule a demo and our team will be happy to assist you.

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