Did you know that 76% of consumers that partook in the Aspect Consumer Experience Survey view customer service as the true test of how much a company values them? How about, according to the 2015 Global State of Multichannel Customer Service Report by Parature, 65% of the 1000 consumers surveyed said they would sever their relationship with a brand over a single poor customer experience? So … how do you make sure that your agents are providing a fantastic customer experience every time they interact with customers? One word … QUALITY!
A potent Quality program that provides objective and customer-concentric evaluations can make the difference in agents’ abilities to understand the optimum way to provide first-class customer service. There are 3 main platforms of Quality: Internal Quality Team, Outsourced (offshored) Quality Team and Pro-sourced Quality Team. Choosing the right one depends on the business needs and goals.
If you are looking to have total control over the quality program and to have analysts available to answer calls during high call volume, then an internal team may be your choice. From my many conversations with call center leaders, they have complained that quality wasn’t being done because the analysts were pulled to help manage call queues. Since evaluations were not being done, then the agents were not being provided proper coaching. Also, from the same conversations, there is also a high probability of nepotism because quality teams were co-workers/friends with the agents. Since the evaluations are more subjective then objective, opportunities are lost to assist agents to be best-in-class.
Outsource (offshoring) quality monitoring will definitely get audits completed, in a check box mentality. Since this work is outsourced to different countries because of lower wages, cultural issues arise. Customers from the USA are quite a contrast from those in India, South America and the Philippines. The cultural difference can be one word or tone away from losing a customer. A quality program should contribute insight to all your customers’ expectations and benefit call center managers with appropriate information to properly coach agents.
The last main platform, far from the least, is Pro-sourcing Quality. Just like FedEx is an expert on getting packages from Point A to Point B on time, a Pro-sourced quality company are experts in quality. Listening to calls for quality is not a skill that everyone possesses. It takes expertise in listening and analyzing calls for hours. Uncovering business intelligence to help a company reach their goals and needs are all part of a pro-sourcing relationship. Since most pro-sourcing quality companies are located where your customers live, it is capable of understanding the culture and even regionalism of your customers. In a pro-sourcing quality partnership, they work with you (the expert in your business) and couples it with unbiased, customer-centric analysis of how to increase customer experience and loyalty.
As mentioned before, choosing the correct quality platform that works for your call center needs and goals can be a daunting process. According to a whitepaper by Craig Antonucci at BPA Quality, there are 4 factors that make a quality program successful:
- Make it clear and to the point
- Integrate supervisors and managers into the process
- Clearly define the program for the agents
- Make it consistent, fair, objective and accurate
I would add one more factor …
Be sure your quality analysts and program are experts in quality, and they can provide insightful knowledge on what is excellent customer service to YOUR customers.