5 min
As organizations increasingly compete for customer experience (CX), call center performance has become an important focus. Workforce management (WFM) solutions can help allocate resources appropriately to ensure the attention of user calls. But not all agents cover the same needs, and even the same employee can work at different levels from one hour to another, from one day to another or from one week to another.
This is where call center quality management (QM) comes into play: a QM solution offers the tools to measure and monitor agent performance, evaluate interactions with users and drive improvement constant.
The success of a contact center is often directly related to the performance of its professionals because there is a strong relationship between the quality of the interactions between agents and users, and the overall growth of a company.
What Are The Benefits Of Quality Management In The Call Center?
1) Improve customer service: When agents receive constructive feedback, they are better prepared to help each interaction reach a positive resolution.
2) Increase customer retention: Automated quality management monitoring can evaluate 100% of interactions, giving customer service centers full visibility of agent performance.
3) Understand agent interactions: The evaluation process can collect useful data to inform at what points additional training may be needed, to help agents become more efficient.
4) Improve employee experience: Employee satisfaction positively influences user experience in the call center, boosting brand loyalty.
5) Identify opportunities for agent training: Comprehensive quality management programs help keep agents engaged, through regular training sessions.
What Are The Approaches To Quality Monitoring in The Call Center?
Call centers have various tools available to control quality. However, each has advantages and disadvantages that can affect some approaches to be more efficient than others, when it comes to monitoring quality in contact centers.
1) Random Sample Monitoring
Many call center leaders rely on random sample monitoring to measure agent performance and ensure quality customer service. But this approach has a limited capacity to report on the general state of the contact center.
2) Targeted Monitoring
In addition to random sampling, targeted monitoring offers a closer look at high value calls, such as those with key users or associated with a high monetary value. A call center can also choose to direct calls to which an agent is tracking a user problem or those that are related to key business initiatives, including cancellations, low survey scores and renewals, among others.
Monitoring these types of interactions will provide more relevant information and help the call center improve its processes, finding the specific areas where agents are succeeding or where they may need additional training.
3) Analysis-driven Quality Monitoring
This fully automated approach allows the call center to complement the quality program with powerful analytical tools such as voice and text analysis. In addition, you can automatically classify interactions, regardless of the channel, and run the predictive score in 100% of conversations with users.
Analysis-based quality management provides information about calls, chats or emails that have the greatest impact, allowing supervisors to spend more time on targeted training to improve performance. Over time, it helps drive a comprehensive quality program that focuses on business problems and processes, transforming interactions into valuable data and offering visibility of key trends.
5 Trends In Call Center Quality Management
Contact center technology is evolving rapidly. With each advance, emerging strategies promise to take quality management to the next level, bringing new value to the call center and the entire company.
1) Automation Quality
Automation makes the call center and the quality program more efficient by using technology to collect, analyze and provide information about interactions with users. It helps evaluators to identify, focus and take action on the most important interactions. For example, automation eliminates the guesswork of call evaluation by evaluating 100% of interactions and marking those that need further review.
2) Multichannel Quality Management
Users want to communicate with brands through their preferred channels and sometimes through multiple channels in the course of resolving a problem. While calls remain the most common way for users to communicate with companies, more and more people are turning to other means to make interactions. This means that brands must have a multichannel strategy.
Multichannel quality management is the process of capturing and evaluating user interactions regardless of the channel: calls, chat, email, social networks, etc. This guarantees full visibility of the performance quality of a call center. A common practice is to have different evaluation forms for each channel, including the standards and requirements that are applicable for each specific channel.
3) Analytical Quality Management
There is too much valuable user information to be captured, processed and made known to any company to remain competitive without the current analysis tools. That is why modern quality management is moving away from manual and transactional to automated, predictive and analytical.
Quality management driven by analysis allows call centers to have multichannel interaction data every day, detecting trends and directing efforts to those areas where they will have the greatest impact.
4) Results-based Quality Management
Results-based quality management goes beyond measuring a single commitment and its efficiency, and takes into account the result of long-term customer experience. It goes beyond the performance and behavior of agents and focuses more comprehensively on the results or objectives of the company. In results-based quality management, the focus is placed on the conversations agents have with users to help move interactions towards better customer satisfaction, problem solving and customer loyalty.
5) Business Quality Management
Business quality management extends the QM beyond the call center by connecting it with the business objectives. For example, if providing an excellent customer experience is a key objective for the organization, everyone involved in hiring, training, support, processing and delivery must understand why it is important and take advantage of the opportunity. In this case, HR would need to understand and align around these criteria to hire the right agents. Similarly, training would need to know what systems, scripts and processes agents will use to train them properly.
Business quality management creates a comprehensive program that focuses on both performance management and process improvement.
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