What is Quality in a Contact Centre context?
According to Wikipedia the definition for quality in business “has a pragmatic interpretation as the non-inferiority or superiority of something; it is also defined as fitness for purpose.
Quality is a perceptual, conditional, and somewhat subjective attribute and may be understood differently by different people.”
With that in mind I decided to contact four of the eminent commentators and experts in our industry for their views and to pose one simple question……..
What does ‘Quality’ mean for you in the Contact Centre Industry?
Service, Customer Experience & Digital Business Strategist – Author, Keynote Speaking & Masterclasses
A water company I have recently been working with produced the following working defintion of quality, which I would not disagree with:
“Culture of care which delivers what matters; when it matters to our customers. Reflecting each moment of truth and recognising quality isn’t absolute but is relative to each customer journey.”
Chief Executive of Call Centre Management Association (UK)
“Quality means never having to say sorry – know the customer and their history with your organisation, deliver the service that the customer expects and then repeat the experience every time they contact you using whatever channel they choose.”
Award Winning Call Centre Leader | Trainer | Recruiter | Blogger & Speaker
It’s so easy to over engineer this and so many contact centres make things more complicated than they need to be, often focussing on what they think their customers want instead of what they know their customers want.
For me its best kept simple because that means it’s easier for our agents to understand, easier to measure and easier to improve.
Poor quality = not delivering. Good quality = delivering. Great quality = exceeding.
This makes the first step to improving quality easy too = learn what your customers expect from you. This applies to any industry & product, both sales & service.
Chief Customer Officer UK & EMEA at BPA Quality with over 30 years Conatct Centre experience
“Quality underpins everything, from identifying customer expectations and having a culture and processes in place that ensure that these expectations are met and exceeded, to constantly strive for continuous improvement and evolution”
Wikipedia stated that quality in business is a subjective attribute understood differently by different people, the views of these four key people in the contact centre industry both confirms the validity of that statement but also highlights that for each person there is a common theme.
For all quality is about consistently delivering against your customer’s expectations and for that to happen the processes in place have to be rigorously applied.
It is reassuring to know that in an ever competitive and challenging industry quality delivery remains key to the ongoing success and development of our industry to meet ever growing demands of clients and customers.
By: Martin Teasdale, Quality Solutions Director ( UK & EMEA ) at BPA Quality UK