Page 5: Measuring performance
Benchmarking is a process through which an organisation can identify best practice. For example, in a call centre this would involve identifying best-in-class practice not just within the health care industry, but in any other industry using call centres. It then becomes a valuable measure of organisational competence.
BUPA undertakes regular market research using customer focus groups, which consists of small numbers of customers who evaluate the products and services it provides. BUPA also uses qualitative and quantitative research. Such research helps to highlight customer satisfaction with the call centres, so that areas of importance are identified and their delivery is monitored.