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The key to effective quality monitoring includes six crucial steps:
1. Listen to your customers by monitoring interactions. Ask questions such as: are these interactions related to the company’s goals and objectives, or are they related to specific areas of concern such as customer attrition? This is where analytics comes into play for the contact center. Speech analytics identifies calls that are relevant for evaluation and text analytics identifies email and chat interactions that should be monitored.
2. Capture all of your customer feedback channels. Apply the same quality standard that is used for calls to text-based interactions like email and chat.
3. Ask your customer what they think. Instead of using your organization’s internal metrics to measure the quality of a call, ask the customer: “What did you think of your experience and the agent you worked with?” or “Did your service experience match the promise made in our advertising?” It’s very important to map high-quality interactions with your customers’ expectations, comparing internal evaluation scores with customer scores.
4. Use quality monitoring to help agents improve skills. Evaluate interactions to identify skills gaps, and provide individual learning opportunities where there are deficiencies.
5. Do not view agent development as a one-off activity. Provide continuous coaching that will help improve agent performance and productivity. Coaching is key to consistent customer service.
6. Measure your results and keep track of continuous feedback and evaluation to monitor and measure progress.
Remaining competitive
By monitoring quality across multiple channels, organizations can learn from their customer interactions, leading to better decision making, service and processes. The monitoring, measuring and managing of performance and service quality must remain a priority, but the “voice of the customer” analytics, across multiple channels, is just as important.
By adopting the view that quality monitoring is a strategic process rather than a tactical one, companies will begin to see an improvement of their customers’ experience and their customers therefore becoming their strongest champions.
