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As SearchCRM.com's call center expert Lori Bocklund explains, cost per call metric can be understood in a number of ways:
Cost per call is one of several key performance indicators contact centers today may use. It is certainly a measurement of efficiency, but can reflect other things as well. It can't be viewed in a vacuum. Rather, you need to consider it in the context of your business goals, and your initiatives based on those goals. For example, a company with a big push to grow revenue per customer may happily see cost per call increase if corresponding measures of revenue per call or per customer are increasing at a greater rate. Using CRM tools and processes, the customer sales representatives may be spending more time with customers to up-sell, cross-sell, and optimize the relationship.