Quality Assurance in the Contact Center
Providing a quality, positive experience to your customers at every touch point creates more satisfied, loyal customers who are much more likely to purchase from your company again. Studies show that 49% of American consumers switch companies due to poor customer service. In fact, 47% of customers say they’ll stop buying from a company if they have just one subpar experience.
The key to customer loyalty is quality customer service. 87% of customers who say they had a great experience will make another purchase from the company, compared to 18% of customers who had a very poor experience.
It’s crucial to constantly evolve and improve your customer service experience to enhance overall quality. But how do you know what aspects to improve? When a business is looking to restructure its customer care program to optimize the customer experience, it’s difficult to know where to begin. These types of decisions need to be driven by performance data to make an informed decision with a greater positive impact.
INTRODUCING: QUALITY ASSURANCE
Measuring, monitoring, and managing quality is a necessity in the contact center industry. Through voice and screen recordings, a Quality Team can effectively review how agents are interacting with customers and note any areas in need of improvement.
With the goal of enhancing the customer service experience overall, quality assurance (QA) not only allows for the identification of common customer issues, it also creates opportunities for additional coaching on specific scenarios that may be more challenging for agents. For example, if a QA team notices that there are certain types of customer questions that agents are struggling to handle, the QA team should work with the Operations team to improve training and knowledge base content to help agents confidently tackle these tough scenarios.
What does Quality Assurance entail? Ultimately, monitoring for quality can be broken down into a few components: Technology, People, and Insights.
Let’s start with technology. In order to administer an effective QA program, you need the right tech tools to get the job done. The technology platform of choice should be quick and easy to implement, user friendly, and most importantly effective. Choosing or creating the right technology to monitor QA can save front-line supervisors hours per week that can instead be used to improve coaching and agent interactions. The ability to customize dashboards and charts that showcase both individual performance and aggregate trends help to determine the root cause of issues, so that the QA team can quickly identify gaps and opportunities for optimizing performance.
When it comes to people, hiring for a QA agent isn’t like hiring for a typical contact center agent. A QA agent should be someone with extensive agent experience, who understands the importance of quality and what quality looks and sounds like. Of course, quality does mean different things to different brands, which is why QA agents need to be trained based on each specific brand’s quality parameters. In fact, QA agents should undergo the full agent training and all required up-training modules in order to have the same familiarity with the content as the agents do. This ensures total brand alignment from a content and quality standpoint.
Insights are what come from QA teams studying the data and understanding what it shows, leading to new ideas for improvement. Insights also come from running ad hoc deep dive projects into specific contact types to unpack opportunities for further development and enhancement. Insights are ultimately what drive improvement, helping brands strive for and achieve their ultimate customer experience goals. By leveraging key insights, brands can enhance the quality of their customer service operations, including higher CSAT and greater agent productivity. If done correctly, quality assessment not only leads to ideas for improvement, it leads to actionable ways the improvements can be made.
WHY THIRD PARTY QA?
Many brands choose to work with a third party Quality Team to ensure the delivery of unbiased results which are not influenced whatsoever by internal politics. This unbiased feedback is extremely valuable, as brands are able to leverage the expertise of contact center industry leaders who specialize in QA. QA teams can spot trends before they become problems, instituting best practices, and focusing on metrics that matter most to each brand partner.
In our experience, leveraging QA has enabled our brand partners to see improvement in quality scores, reduction in training time, and an overall increase in sales conversions. QA is a crucial tool for ensuring constant improvement across all customer service programs.