Call centers handle thousands of customer calls every day and offering quality service is paramount to customer satisfaction. Quality assurance analysts ensure that agents provide quality service in line with organizational objectives.
Optimized quality assurance will increase agents’ efficiency through behavior modification, enhance quality service to customers and improve close rates. It is, therefore, important for you to have a plan for a quality assurance program, create a team of analysts and understand their roles and responsibilities.
Not all performance metrics are relevant to an organization. For example, an outbound call center will look more into an agent’s persuasiveness while an inbound call center will look into an agent’s product knowledge or problem resolution ability. The aim is to measure what has the highest impact on the organization.
The quality assurance team should develop evaluation programs that enhance the call center’s output. It should unearth root- cause of problems, possible solutions and provide actionable insight for performance improvements.
Working in partnership with the operations leadership an evaluation form, along with the process of disseminating the information to ensure improvements, should be documented as part of an overall plan.
Part of this process is capturing ‘voice of customer’ information which pertains to competitors. Once a competitor’s products, pricing, or service is mentioned, research can be conducted to verify the information heard on the call. With this verified information, a marketing department can make a decision as to how to position the company’s products to compete.
Evaluation forms are living documents and should not be set in stone. As the quality assurance process matures, improvements will be identified and the form will evolve.
The other aspect of technology is the platform which contains the evaluation form and provides reporting. QA monitoring will deliver valuable data that can help with modification of agent behavior, sales performance, and improving the customer experience. To take full benefit of this information a platform that will capture the information from the evaluation form and allow for multiple levels of reporting will give the best results.
Operations Leaders must be trained on how to use the evaluation feedback to coach their agents to improve. A closed loop coaching process works best so that as agents are coached, the QA team monitors them for improvement.
These are five basic functions that are necessary to create and manage a QA team. The true value of this team will come when improvements in agent behavior, sales performance, and the customer experience are achieved.