20 Call Center Quality Assurance Considerations – the Big Picture

1. Define goal:  Map your QA process to business goals
2. Build a QA quality culture and behavior framework:  framework centered around improving the customer experience by focusing on the effort the customer makes, minimizing conduct risk and providing the most positive customer outcomes
3. Remove the perception of QA evaluation as being a punitive process
4. Pay close attention to correlation between QA scores and customer survey scores – note:  Only 20-25% of customer satisfaction with a call is determined by the content of their conversation with agents
5. Progressive businesses are moving on from tick box, features and benefits format to customer engagement / active listening, matching and outcomes
6. The QA team should be regarded as experts in driving the customer experience agenda across the organization and be regarded as an integral part of the company value chain
7. Business Intelligence Team uses the data gathered through quality process for providing the business with performance insight & predictive analytics
8. QA should inform product and product governance:   Undertake product reviews / what do customers like, dislike
9. The QA and compliance teams need to work hand-in-glove; ensuring compliant customer interactions for both new and existing customers: regulatory rules are now given
10. Red flag process vigorously enforced
11. Senior Executives need visibility:  Customer experience, product / marketing / managing risk
12. Build processes and systems to share information across the business:  Share Voice of the Customer feedback with other departments
13. Hold regular round tables with Product, Marketing, Sales:  highlight trends, risks, feedback
14. Influence the organization:  don’t operate in a silo
15. Include agents and team leads in the calibration process
16. Calibrate based on expertise, not deviation from average or arbitrary targets
17. Use Calibrations to refine QA forms and remove ambiguity
18. Look to your teams to identify and share anecdotal feedback:  sometimes it is OK to work in the grey
19. Keep your QA forms fresh and relevant
20. Deep-dive analysis of the data to identify trends, insight and areas that require greater focus