Although there is more than one way to analyze the performance quality of your call center, they are not all equal in accuracy and usefulness. The best method to evaluate quality assurance is using people and analytics. When you have the right information, you then can make the right improvements in your customer experience. This increases your customer retention, reduces effort and delivers and effortless customer experience not to mention the bottom line. As technology, has undergone huge advances, it has become important for contact centers to reshape the current technology being used. It often makes me think, how should we combine quality assurance with analytics to embrace customer interactions?
Here are 4 ways to obtain this beneficial domino effect:
1. Acquire a More Relevant Sampling
A traditional mode of assessing your customers’ experiences with call agents is through random sampling. However, this approach does not provide an accurate picture because it does not extract the most relevant interactions. You are left to base corrections on data that is not completely reflective of reality. Instead, you can use analytics technology to find phone calls that reveal consistent areas of weakness. Instances to look for include:
- Customers who asked to speak to a supervisor
- Conversations that contain inappropriate language or incorrect information
- Interactions that got heated or displayed unprofessional conduct
- Interactions where customers showed signs of channel switching
- Being able to locate the right experiences will better show you where your call center agents needs to improve, which a random sampling alone cannot do.
2. Monitor Agent Behavior on and off the Phone
The computer activity of your employees is just as important as their phone dialogue. They need to be using the right applications at the right times to ensure a smooth, informative, and timely interaction with callers. While screen recordings can inform you of what agents do during a customer service experience, they cannot disclose what agents do in between calls. Desktop analytics can.
You need to know how your agents are spending their time on the clock and how it affects their performance. Even though communication does not take place in person, customers can sense when an agent is distracted or unprepared. You may discover the need to set stricter rules on permissible activities during down time.
3. Increase First Contact Resolution
Customer satisfaction is highly dependent on if you resolve the person’s problem during the first contact. Subsequent calls decrease the customer’s perception of the competency and helpfulness of your company. This attitude reduces customer retention, hurting your profits. It becomes worse if the disappointed caller discourages friends and family from doing business with you.
It may be the fault of an unqualified agent, or it may be due to a confusing or overgeneralized setup of self-service options. Whatever the cause, you cannot fix it unless you can identify it. Determine the source of repeat contact through analytic technology so you can eliminate this issue.
4. Reshape Quality Assurance
The more versatility you have in how you evaluate quality, the more precise and useful your findings will be. This allows you to formulate the best plan on how to improve the customer service of your call center. You need not let limited technology limit your ability to rectify poor customer relations, refine employee training, and enhance overall productivity. Integrating analytics into your quality assurance strategy will give you the flexibility and precision you need to make truly informed decisions.
This blog was written by Jim Iyoob, Chief Customer Officer for Etech Global Services.
For more advice on creating a quality assurance team that drives CX or if you would like to learn more about Etech, feel free to contact us at info@etechgs.com .
This blog was first published on LinkedIn.
