For many contact centres, the approach to contact centre quality management has severe shortcomings:
- Firstly, it assumes that customer needs are the same, with no differentiation for customer profiles or emotions, agent skillsets or call types.
- The data samples are often too small and are therefore not representative which means they are not valued by managers or agents and are not used to drive best practice.
- Calls are selected at random meaning the bulk of the listing is centred on the average calls which may reveal very little insight.
- Call quality "score-cards" are often internally focussed. They are based on the call handling attributes that are perceived to be associated with customer quality and internal process compliance and not related to actual customer satisfaction. This means the components of a call being monitored for quality purposes are unlikely to be the same as those components valued by your customers.
These shortcomings mean that quality management can be sub-optimal at best and, at worst, a misleading waste of time and resource. Our fundamental belief is that quality management must be placed in the hands of the empowered and aware agents and be an intrinsic part of the contact handling process - quality management cannot be delivered by “inspection” alone!
Our approach to Customer Driven Quality integrates three perspectives of service delivery:
- The customer’s perspective (driven by ease of contact, service and getting what they wanted).
- The agents perspective (how aligned is the agents view of what makes a good call to that of your customers?).
- The internal perspective (process adherence and compliance).
Finally we are able to use our statistical modelling experience to develop robust evaluation criteria that:
- Links the target outcomes (a great compliant call) with the agent competencies and behaviours required.
- Is simpler and less time-consuming to apply.
- Can be used to support personal development and incentivisation programmes.
Click here to find out more about Customer Centric Quality Management.