Service Experience

Four steps to achieving quality assurance in your contact center

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contact-centerMonitoring and measuring quality assurance, as it relates to the customer service and customer experience that a company delivers, is increasingly significant for companies as the business world evolves, and as the customer is more informed, educated, and sophisticated.  Just to clarify, I am not talking about the quality assurance or quality control as you may see on those little round inspection stickers placed on the inside of a new t-shirt.  I’m talking about the quality assurance that monitors and measures if standardized, company-mandated processes and procedures are being followed when interfacing with a customer.

What points of a conversation may factor into whether a conversation adheres to quality assurance standards?  Here are at least four, and I’m sure any business can think of others that are specific to their needs:

The Welcome or Greeting: How employees answer a customers call (or email, text, tweet, post) sets the precedent for the rest of the experience the customer is about to encounter.  Examples of standard greetings like “Thank you for calling Smith’s Widgets” and “Hi, this is Jane Smith, thank you for calling Smith’s Widget, how can I help you today?” are simple phrases to greet and welcome a customer.

Expressed Customer Need and Agent Response: Most inbound customer calls are inquiries to buy, upgrade, trouble-shoot, or cancel.  Monitoring how agents field these inquiries will provide great insights into the overall quality of the conversations taking place.  Are agents able to answer questions appropriately?  If not, do they know exactly how to handle the call to get the answer?  And, if they do know the answer, are they delivering it appropriately, using cheerful tones that go along with what most perceive as a quality customer experience.  Once you identify if there are quality issues among agents, then you can implement workforce training programs to address these issues and redirect agents towards achieving quality standards and delivering a great customer experience.

Script Compliance: As company and/or government regulations get more robust and complicated, many companies have reverted to implementing a mandatory script for their customer service and contact center agents to use.  Doing so streamlines the customer experience, and thereby creates a built-in quality assurance monitor.  Scripts can be simple, depending on your business, such as simply making sure there is a standard greeting, appointment setting, upsell questions, and closing.  Or, they can get extremely complicated depending on the number of products and services offered, qualifying questions, etc.  Either way, the presence of phrases and keywords within a script are easy to monitor within a call recording, thus giving the data necessary to monitor quality assurance of conversations with customers.

The Goodbye or Closing: Similar to the greeting of a conversation, the closing questions, and final sign-off are imperative to get right.  After all, how you say goodbye is the final piece of the customer experience at that moment in time.  Make sure it’s a good one!

Overall, assuring quality standards are taking place is pretty easy to do.  Just don’t try to monitor conversations manually.  That is time consuming given the hundreds or thousands of conversations that may be taking place every day between your employees and your customers.




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