What is Contact Center Quality Assurance?
In a fast-growing economy, customer satisfaction can not go ignored. While good customer service upholds a company's credibility, one bad customer interaction is all it takes to lose a customer forever. Thus, making sure all your customers are well attended to is essential for your business to make the cut. However, the process of maintaining a call quality assurance can be a little tricky. Call center quality assurance can help ease up the process. But what is contact center quality assurance?
Simply put, it is a process of evaluating your agent's call quality standards based on the customer's requirements and satisfaction. And this analysis is done by observing the agent's call, of course. Monitoring call center quality can be an effective method to improve the quality of customer service that your company has to offer to its valued customers. With efficient contact center quality management, managers can quickly identify and evaluate problems. Proactive monitoring of interactions between your agents and customers with the right call center software sure can alter the way your customers perceive your brand forever!
Why is Quality Assurance Important in Contact Center?
Retaining customers is always a top priority for any business to run successfully. And we have listed a few reasons why call center quality assurance is crucial to retain clients:
Maintain Call Quality Standards:
Monitoring customer call standards enables your call center agents to evaluate themselves and brush up on their skills overnight. And before you know it, your agents will start approaching important queries more proactively. Answering customer questions, handling irked customers efficiently, acknowledging customer feedback, and being empathetic; will all be handled much more efficiently and in a well-standardized manner across your team.
Adhering to Compliance
It is essential for your agents to adhere to a set of guidelines in order to ensure a standard of privacy and security while interacting with the customers. Monitoring the quality assurance is your first significant step to maintaining strict standards for compliance and ensuring that the customer data is secured and that your agents are adhering to the guidelines strictly.
Boost Customer Experience
Seamless, quick assistance from the agents to resolve their issues is all that is needed to boost the overall experience your customers have with your brand. Call quality assurance enables your brand to maintain a certain level of consistent and seamless service throughout the customer journey.
Reinforce Customer Retention
Acquiring new customers is any day more expensive than retaining the existing ones, but you already know that, don't you? And that is why retaining customers become that much more critical. Contact center quality management ensures that your agents deliver quality service to your customers to avoid having them switch to your competitors. QA call center monitoring makes customer service the highest priority and thereby ensures maximum retention.
Better Contact Center Quality Assurance Metrics
Closely monitoring your agents will naturally lead to much higher metrics for your contact center quality assurance. That said, it is not possible to improve what you can't measure. Thus measuring your contact center quality assurance metrics is an essential aspect of call center quality assurance. Monitoring these metrics over a time period will ensure improved call quality assurance.
How Can you Improve Contact Center Quality?
By now, the significance of contact center quality management is quite clear to all of us. So now, let us move forward and try to understand how we can make the most of it. Else, what's the point, right? So here are call center quality assurance best practices to help you maximize the use of contact center quality assurance:
Correlating QA Scores with Customer Feedback/Surveys
Believe us when we say 90 percent of your customers strongly believe that your organization should provide customers the facility to give their feedback. Having said that, most call centers still struggle to align their services with the feedback that the customers have provided. The best way to evaluate the difference between your perceptions and your customer’s perceptions is by aligning your QA scores with your customer’s feedback via surveys. The key ingredient here is your capability to combine the internal and external sentiments in one dashboard. Having your CSAT and NPS scores and your QA scores in a single view will allow you to measure productivity, efficiency, and customer satisfaction for consistent improvement.
Evaluating Agent Performance with Call Center Quality Assurance
Assessing your agent's performance is one of the most basic call center quality assurance utilities, well, for obvious reasons. QA grades the quality of the service an agent delivers. In fact, call quality assurance was voted the most popular method of assessing an agent's performance. Just keep in mind to evaluate your agent's performance on actionable grounds. And that means having a deeper understanding of what you need to evaluate and why. Identify traits that lead to successful results and then align KPIs with those traits.
H3- Completing Root Cause Analysis
A significant number of agents and managers only assess their QA scores on the surface. And obviously, that's not enough. One of the key functionalities of call center quality assurance is completing the route cause analysis and identifying the gaps, both in performance and knowledge.
And for that, you need high QA scores and a detailed report that can provide insight into advanced data on every customer interaction. The more details you assess, the better you will identify gaps, opportunities, and setbacks, thereby getting to the core of the cause and determining the correlations wherever it exists.
Providing Coaching and Developing Plans for Learning and Skills Development
Customer assurance provides managers and their agents a deeper understanding of an agent's performance - identifying the gaps and the high-performance areas of every individual agent. This valuable insight can then be used for coaching sessions and offer tail-made training to your agents.
Truth be told, the most tiresome aspect of lousy customer service is experience is an agent who lacks the ability or knowledge for problem-solving. Rather than having a vague assumption of what your agents need, call center QA helps you to identify what you specifically lack so that you can develop and deliver a well-targeted training program. After that, you can use call quality assurance like a coach to train progress and evaluate whether everyone has received the training the needful skills.
Enabling Regulatory Compliance
Regulatory compliance is an aspect where your contact center should mitigate risk. A single mistake can have steep consequences- fines up to $100,000 in a month. For instance, telemarketing service Infocision was reportedly fined $100,000 by the Federal Trade Association for their lack of regulatory compliance.
In the United States, call centers must adhere to a set of compliances:
- Consent for call monitoring
- Taking any record of or using credit card details
- Fair debt collection practices
- The Do-Not-Call registry
- The GDPR regulations in the EU
- HIPAA and more
All of this is equivalent to an increased demand for compliance and regulation checks and a process led by corrective actions.
Providing Customer Insight that is Used Elsewhere Within the Organization
Using insights in other parts of your business that the contact center quality management has provided is perhaps the most underrated utility of call quality assurance. If you take a moment to think about it, it is pretty understandable, owing to the myriad of call center metrics in recent use. Although, it doesn’t have to be that way.
Call center quality assurance best practices have several benefits for your business regarding customer satisfaction and increase in revenue. When applied correctly, customer assurance can:
- Brand Loyalty: Truly loyal customers who will promote the goodwill of your brand
- Brand Differentiation: The X factor that sets your brand apart from your competitors
- Customer Retention: The reason why your customers choose to stay back with you.
- Customer Value: Your customer’s worth in terms of revenue & profitability.
- Revenue Potential: Aspects that convince your customers to pay more for a better experience.
Monitoring your Remote Workers
Remote call centers are becoming the new normal. Even with a central call center, most businesses are highly likely to have agents working remotely who majorly rely on the cloud. Contact center quality assurance is essential for monitoring your agents remotely. It is vital in helping you determine if your remote agents are appropriately set up with the needful collaboration tools, productivity tracking applications, and, importantly, an excellent environment to succeed.
Contact center quality management is arguably one of the easiest and most effective methods to monitor your remote workers and adjust your process accordingly.
Driving Internal Process Improvements
Call center quality assurance is essentially a two-way traffic flow. Managers relay their performance evaluations to their agents and stakeholders and gather feedback from them. This process may help identify gaps that hold back higher performance rates. And using this data, the internal process can be substantially improved.
It is important to use the QA process to get a deeper understanding of call center workflow. You must be able to design an organizational chart to help you determine:
- Responsibilities of your team so you can prioritize needs and support tickets.
- The availability of tools to appropriately categorize inquiries and segment customer service support.
- The delivery of customer support to able to offer self-service accordingly.
- The standards of agent productivity and constantly testing different methods to improve productivity.
Track Hards and Soft Gains
There is more to call center quality assurance than identifying the right and the wrong. It is also an excellent opportunity to track activities by providing a detailed history of quality monitoring that you can evaluate for insight. The ability to retrieve past data quickly and a constructive comparison to your trajectory for future references allow you to get a better understanding of the following:
- The revenue growth from the actions of your call center.
- Improvements in your customer flow.
- How you are avoiding customer churns.
- Improvements in customer loyalty.
- Any progress made in terms of productivity.
- Any improvements in collaboration.
Using QA to track both hard and soft gains allows you to delve deeper into understanding the "why" of the purpose of your call center.
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Learn more about contact center management and quality by reading the following article: At Home Agents Digitally Delivering Quality CX.