Quality is a critical factor in customer loyalty, continuous growth, and profitability for a call center. Quality management is a never-ending process that requires continuous improvement. For this reason, call centers should never abandon performance evaluation and find ways to support and develop it.
A quality management program aims to ensure consistent and high-quality service that meets or surpasses expectations. This requires recognizing agents who are doing a great job and identifying opportunities where additional training may be needed. Evaluating the quality of customer representative conversations by a third eye provides objectivity and accuracy. Objective perspective, independent of people, structure, or processes, helps identify any improvement areas for the call center. With such a perspective, call centers can realize how a small detail that is overlooked and sometimes a criterion set for customer satisfaction affects the customer.
If You Can’t Measure It, You Can’t Manage It
This famous quote applies to call center quality management as well. It is not possible to talk about quality management without quality evaluation. Quality management covers monitoring and analyzing call center interactions to improve overall quality. It is a continuous process of monitoring, evaluating, and coaching, which can be summarized in three steps:
- Step-1: Capture
- Step-2: Evaluate
- Step-3: Train
Let’s have a look at each of these steps:
First, you need to capture interactions. In other words, you need to record all the interactions between the agent and the customer. These interactions can be voice calls, live chat interactions, messages, emails, and this list goes on. These interactions are your starting point; they provide the quality teams with the necessary data.
The data captured through monitoring tools help contact centers:
- identify and prevent agent and system behaviors that don’t comply with industry regulations and company practices,
- improve productivity by showing how agents use applications and systems to perform their work,
- detect training needs through unusual application usage.
Your contact center is the frontline of your operations, requiring ongoing, diligent monitoring. To effectively manage your customer experience, you need consistent tracking and measuring metrics that are fundamental to determining agents and call center performance. This requires a combination of quality teams and analytic tools. At this phase, interactions are evaluated using a scoring process, and the parameters like average handling time, script adherence, silence ratio. This process also includes calibration to drive consistency among evaluation results. Customer experience can be improved by evaluating customer interactions. From email and SMS to IVR and customer calls, the need for analytics is essential. Omni-channel text platforms can be combined with voice data from customer calls to provide a rich data set for contact centers. It gives contact centers access to priceless data to ascertain what customers want and, importantly, what they don’t want. By recording and monitoring agent interactions, contact quality can be consistently evaluated to highlight what is working and what isn’t.
The final and maybe the most important step includes feedback and training. Because to establish a healthy quality management system, quality teams should provide continuous feedback to both good performers and not-so-good performers. They should determine the areas that need improvement and design training programs accordingly. Contact center quality feedback is an essential tool to keep agents on track and improve their performance and help your business achieve its organizational goals. Constructive feedback is critical for a contact center’s success. Through consistent and authentic communication based on agent performance, you can help them improve their skills.
Great customer experience drives great business outcomes. With a good quality management process in place, you should be able to reduce callbacks, identify process improvement opportunities, facilitate actionable employee development, focus employee training efforts, and improve the overall performance of your contact center.
To learn more about quality management technologies, download our e-book “How to Better Serve Customers from Home” by filling the form below.
Author: Çağrı Doğan, Accessible Products Consultant, Sestek
How to Better Serve Customers from Home
Quality management solutions for the new era of working from home
With COVID-19 working from home turned into the usual way of work. With a higher risk of exposure due to tight spaces, shared equipment, and high volumes of people, contact centers went through this change swiftly. But, although the working conditions changed, contact centers see an increasing call volume during the pandemic, which means contact centers need to find ways to provide their customers with the same quality service as before. At this e-book, we will be covering Conversational Analytics solutions, and quality management tools that help call centers monitor agent performances remotely and take necessary actions in time to ensure smooth customer experiences.
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