The first is to provide Feedback to the Agent in coaching sessions It should take into account three aspects:
- From the Agents points of view the metrics should be easily understandable and should be short – Call forms with 20 plus items are not easy to provide feedback on and are confusing to the Agent. Ideally the form should be around 10 key items but in as a general rule in constructing the form less is better.
- From a Customer point of view the metrics should concentrate on what would make an excellent call and wherever possible should be based on research into what influences the Customer.. All too often metrics focus on what the organization believes the Customer wants or what the organization needs.
- From the Organization point of view there should be a separate section on processes or procedures that measures internal requirements and that do not usually affect Customer satisfaction or sales.
The second reason for measuring the interaction is to obtain data on the what is discussed in the call and how it was discussed.
For example to gain Market Intelligence on what products or services are discussed – This can provide a whole host of information on what is being requested by Customers and/or what agents are offering. It can also provide feedback on Customer reaction to products or the price and also identify possible elements that may deter the Customer from buying.
This type of analysis can also be useful in identifying Training Needs – for example how many questions does the agent use when attempting to uncover Customer needs, what type of questions are being asked or what types of closes are used. It can also be used to identify Best Practice correlating the use of behaviors to successful outcomes to calls.
Another use for this type of evaluation is to identify Process Improvement issues – aspects of the call that might be affecting the productivity of the agent such as long holds or behaviors that might result in return or elongated calls.
By David Blackwell, President of BPA Quality