In the past, many organizations were prone to think about Quality Assurance for their customer interactions as “nice to have” and perhaps something that could be de-prioritized when times were lean or other opportunities presented themselves. As marketplace competition continues to grow fiercer each day, that perspective has changed. In an age where a negative experience as a consumer can be rocketed around the globe, the internet makes sharing your latest interaction with a companyall too easy, with only a few key strokes and mouse clicks needed.Whether through a blog or other social media outlet, soon everyone knows about it – the stakes are very high indeed!
When Quality Assurance is done well, it is a key business imperative since it contributes to the following:
This quote from management consulting expert, The Ascent Group, also talks about the positive impact QA processes have on your business success:
“Companies that have implemented call quality programs have realized significant improvementsin call quality, customer satisfaction, employee and overall call center performance, as well as lower employee turnover, lower absenteeism and higher morale”.
Your QA process’ effectiveness can be measured by its impact to the metrics that your CEO thinks about every day – sales, CSAT, and profitability. The Return On Investment (ROI) is evident and the positive impact that your QA solution contributes to your enterprise is very tangible. Your QA partner collaborates with your sales and service teams to drive this ROI by:
And beyond QA . . .
You will obviously want to know how effectively your company representative interacted with their customer, but what other important information was exchanged that’s critical to your business? Customers don’t follow a script, they simply say what’s on their mind . . . and if we don’t have a way to capture their comments, we are leaving valuable information on the cutting room floor. Customer comments might include things such as:
“Many organizations capture the voice of the customer only in ad hoc fashion from messages or other communication coming through one of the channels. Without a systematic approach, organizations could be blind to events occurring in their markets, such as problems with products and services or competitive developments that demand a time-sensitive response.”
International Customer Management Institute (May 2010)
When designing and investing in Quality Assurance processes, you want to ensure you are getting the most from your solutions and that they are delivering measurable value to your organization. The most effective QA solutions marry sales and service effectiveness measurement and improvement with insight on marketplace perceptions. Actions taken on these critical inputs help drive business performance.