How reference utilization is measured
Utilization starts with a count: the number of engagements each reference has had over a period, usually a rolling window so that the picture is always current. An engagement is any ask that used the person's time, such as a call, a written testimonial or an event.
The count means little without a comparison. The useful comparison is the limit that person has agreed to. Two calls in a month is light for one advocate and too many for another.
Why it matters
Utilization shows two problems at once. Overused references are at risk of advocate burnout. Underused references are willing customers nobody is asking, which is wasted goodwill and often a sign that sales cannot find them. Most programs have both groups at the same time, and the fix for one is the other: move requests from the overused to the underused.
An example
Over the last thirty days, Jordan Placeholder at Example Health has taken three calls against a personal limit of three. Sam Sample at Sample Logistics has taken none against a limit of two. The utilization view puts Jordan at the top of the at-risk list and Sam among the underused. The next healthcare request that Sam could also answer should go to Sam.
Common mistakes
- Measuring by calendar quarter. A burst of requests across a quarter boundary looks fine on paper.
- Counting only completed calls and ignoring requests the customer declined or never answered.
- Looking only at overuse and ignoring the underused group.
- Reporting an average across the whole program, which hides the few people carrying most of the load.
- Reviewing the numbers after the fact with nothing in place to stop the next request.
For a single advocate, the advocate burnout calculator gives a quick read from numbers you enter. For a whole program, see how a utilization report with capacity limits works.