CIMA BA2 · Chapter 1 · Question 10 of 12
A call centre wishes to monitor the quality of its service. Which of the following is a NON-FINANCIAL performance measure that would be useful for this purpose?
Test yourself: pick an answer
Reveal answer & explanation
Correct answer: B) Average time taken to answer a customer call
Explanation
The average time to answer a call is measured in units of time, not money, and directly reflects service quality. Cost per call, revenue per employee and gross margin are financial measures.
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