Skip to main content

Table 2 MSI Call Centre Evaluation Framework

From: Development and pilot of a framework to evaluate reproductive health call centre services: experience of Marie Stopes international

INDICATOR TYPE: [U]= Universal, [R]= Best practice- highly recommended, [O]= Best practice- optional
Indicator Recommended data source **Optimal suggested range Satisfactory suggested range Bare minimum suggested range
Access
A.1 [U] The number of calls received have increased by x% since y year Call records 21-30% 11-20% 0-10%
A.2 [R] The percentage (%) of calls converted into appointment bookings have increased by x% since y year Call records 20-30% 10-20% 0-10%
A.3 [R] The percentage (%) of bookings converted into attended appointments have increased by x% since y year Call records 31-40% 21-30% 0-20%
A.4 [O] The percentage (%) of clients in MSI clinics referred by call centre has increased by x% since y year Clinic records 21-30% 11-20% 0-10%
A.5 [O] The number of referrals made to other services has increased by x% since y year Data analysis 10-15% 5-10% 0-5%
Equity
A.6 [U] The percentage (%) of potential clients who are young people1 has increased by x% since y year. Call records 10-15% 5-10% 0-5%
E.1 [R] The percentage (%) of potential clients who are from [particular target group of interest] has increased by x% since y year Call records 10-15% 5-10% 0-5%
E.2 [R] The percentage (%) of potential clients who live below the poverty line has increased by x% since y year Call records 10-15% 5-10% 0-5%
E.3 [O] The percentage (%) of new potential users of family planning2 has increased by x% since y year Call records 10-15% 5-10% 0-5%
Quality: Outputs
Q.1 [U] x% of “mystery” client callers are satisfied with MSI call centre service Mystery caller report 81-95% 66-80% 50-65%
Q.2 [R] x% of callers are satisfied with MSI call centre service Client survey/ interviews 81-95% 66-80% 50-65%
Q.3 [O] x% of callers report to be enabled and encouraged to participate effectively in their own care or treatment Client survey/ interviews 81-95% 66-80% 50-65%
Q.4 [R] x% of service providers are satisfied with MSI service delivery due to call centre Provider survey/ focus groups 81-95% 66-80% 50-65%
Quality: Process
Q.5 [U] % of calls answered within 15 seconds Call records 81-90% 71-80% 60-70%
Q.6 [U] The average call abandoned per year is less than x% (standard is 3%) Call records 1-5% 5-10% 10-15%
Q.7 [R] The average level of ‘call quality’ of call centre staff has increased to x% since y year Call Quality tool 81-95% 66-80% 50-65%
Q.8 [O] The percentage (%) of call centre staff that report that training and resources are adequate has increased to x% since y year Staff survey/ interviews 81-95% 66-80% 50-65%
F.1 [U] The average cost per call has reduced by x% since year y Call and HR records 10-15% 5-10% 0-5%
  1. 1The MSI definition for youth of interest is adolescents (aged 15-19 years) but in the case that a country does not have this breakdown available, they can use the most appropriate data
  2. 2“New potential users of family planning” refers to call centre callers who are not currently using a modern method of family planning
  3. **Targets for indicators should never be set at 100%, as it is very difficult to guarantee being able to measure 100% in a survey. This is because there is scope for error in research
  4. Please note that over subsequent evaluations, suggested ranges should be revised to encourage service improvements in your call centre. In doing this you may like to seek advice from your National Research Manager and/or the Regional Research Advisor