Listening is nice, however your agents will figure it out quickly if they know that you are merely listening and not doing anything with the information; they will use the Hawthorne Effect to their advantage! As a remedy, the agents must be provided with a strongly supported feedback mechanism that they can easily understand. There are four factors that you must understand in making any program successful:
Here at BPA Quality, one of the services we offer under the umbrella of managed quality services is to unde
rtake large-scale quality monitoring of text and voice interactions in multiple languages.
On some global, multi-lingual projects, the client expectation is that agent tone should remain consistent, regardless of the customer’s language or chosen contact channel.
It goes without saying that agents’ tone should also sound genuine in any language – so for global campaigns, it is important to accommodate for cultural differences. Avoiding the use of language-specific figures of speech as fillers rather than making meaningful statements, and having a sound understanding of culture-specific etiquette are both key elements for success in soft skills. A prime example: whereas US and European customers might expect agents to express empathy for their situation at the opening of the conversation, in some Asian cultures, displaying unsolicited empathy is not appropriate, and monitoring should take account of these differences.
When considering text-based contact, aside from an inherent difficulty in establishing tone in written communications, there can be further cultural implications to consider. For example, in many European languages, using the formal register has historically been the common way to address clients in customer service interactions; some companies are now making a conscious choice to use the informal register (e.g. ‘tu‘ rather than ‘vous‘ in French) which may not always be well-received by more traditionally-minded customers.
This informality in written communication may sometimes occur in contrast to the voice channel for the same company, leading to situations where agents may be required to address customers using the formal register in calls but not in chat.
This can potentially have implications for overall tone, which may be drawn into particular focus if customers make use of multi-channel contact and are left with different perceptions of the brand depending on the channel (which form of address is the one which is most ‘on-brand’ for any particular company…?)
It is reasonable to expect that customers will increasingly equate web chat with other more informal modes of text-based messaging, like IM and SMS, and so may expect their web chat dealings with companies to be conducted in a similar vein.
Even though web chat may generally be viewed as a more informal medium, best practice is still for the spelling / grammar and typography to be held to stringent standards – not least due to the ease with which these interactions can be copied by customers and find their way onto the wider internet, on blogs and message boards, when compared with calls. Indeed, some companies now routinely forward web chat transcripts to customers, so accuracy, tone and being ‘on-brand’ is paramount.
Ultimately, establishing appropriate tone for agents regardless of language and method of contact is best achieved by frequent calibration sessions, taking all of the above considerations into account. Calibrations should take place on a regular basis with key project stakeholders, ideally using sample interactions across all languages and channels in which the project is delivered.
With over 25 years’ experience in quality monitoring and with global clients, our multi-lingual team have the skills, expertise and experience to add this level of detail and insight to your customer service or sales programmes.
To explore more about the subject of this article or to discuss any element of quality monitoring please feel free to contact me or BPA Quality via our website: www.bpaquality.co.uk or www.bpaquality.com.
By: Helen Beaumont Manahan, Project Implementation Manager at BPA Quality UK
Our many valued clients have a common passion and commitment to create outstanding organisations and work in partnership with BPA Quality to achieve competitive advantage and deliver exceptional results. They understand the strategic importance of having a highly effective quality programme within their organisation.
As the sphere of influence and recognition of the importance of the Contact Centre and quality functions grow, covering all aspects of the business from Sales, Marketing, Product Design, Legal and Compliance to the Customer-Facing Operations, so the need to capitalise on this key resource becomes imperative.
Our many years of specialism in Contact Centre Quality Assurance places us in a highly informed position; we have listened to millions of “human” customer contact situations, covering almost every customer type, having every conceivable difficulty or requirement. We have also undertaken this activity internationally, covering 45 languages, so we understand the differences between customer service expectations across multiple cultures.
All of this activity has enabled us to gain a detailed knowledge and view of the behaviours and processes that drive positive customer experience and engagement in Contact Centres and the development of effective quality and coaching programmes that enhance performance.
One of the key areas is a detailed understanding of the value and importance every customer interaction has in either positively or negatively impacting customer engagement with the organisation.
A great deal of focus in the Contact Centre quality programmes we encounter remains centred on scripting, process adherence, AHT reduction, risk avoidance, contact deflection and compliance, and not always on maximising the real opportunities presented in the Human Element of interactions.
Every conversation with a Customer is a lot more than just saying words and phrases – it’s an opportunity to make a real connection, to build the human element. As humans, unlike machines (chatbots), we have the ability to be creative, intuitive, show genuine empathy, feeling and understanding; to connect on a human level.
Every interaction, whatever the duration, represents an opportunity to discover valuable information about your Customers, identifying their challenges, wants and needs. This knowledge, once identified, can provide you with actionable insight and intelligence that can be used to guide the conversation and help build more effective human connections.
So in our rush to automate everything, push Customers online and reduce expensive human contact, we must not forget the value these interactions bring to our business. Significant focus should be placed on developing the effective skills, behaviours and coaching programmes designed to maximise this great benefit to our people and Customers.
Travel is part of my job as a trainer with BPA Quality, and I’ve journeyed all over the place for many years. But don’t worry, I’m not going to bore you with the clichés of the business traveller: upgrades, airline miles, hotel points, jet lag, ‘red eye’ flights, the psycho ADHD kid kicking the back of the seat….blah, blah, blah and yawn.
The truth is – at the end of a long assignment spent mostly on my feet – all I need from an airline is a flight that guarantees to get me where I most want to be (home!) in the quickest way possible. Luckily I’m quite small, so even the most meager economy seats can usually accommodate me without too much discomfort. That, and my ability to fall asleep the moment I hear a jet-engine start up, usually ensures a palliative experience.
Given all that, I’m sure you’ve realized that I’m not particularly tolerant of fellow travellers in adjacent seats who seem hell-bent on preventing me from gently snoring. And, my goodness, I’ve had experience of all of them on one flight or another: religious fanatics, power-salesmen, fantasists, hypochondriacs, phobic flyers, as well as common garden crazies…….you name it.
However, there are exceptions, and my companion on a flight back from Phoenix a few weeks ago was one of them. For a start he was reading a book. A real one…….without moving his lips. When was the last time anyone read a real book on a flight? Secondly, he was eating a bit of cake with frosting in a dainty napkin. “From my wife and daughter” he explained, showing me a little card that had ‘Daddy’ written on it in childish crayon, “It’s my birthday”.
Well, having demonstrated both his intelligence and humanity it was kind of easy to have a conversation, and naturally it turned to what we did for a living. It turns out that he’s a quality control scientist with a plastics engineering firm (I think that’s correct), so we weren’t able to get much further with that. But when he found out that I trained customer service agents, he was anxious to share some of his own experiences of ‘customer service’ with me.
Apparently he’d just tried to book an air miles flight with his preferred airline, and after a good start with (let’s call her) ‘Stacey’ he’d had a less than impressive follow-up call with (let’s call her) ‘Donna’. I’m not going to tell you how Stacey and Donna got the dates mixed up, and the consequences in terms of costs of upgrades/hotels/car hire and general inconvenience, because occasionally such things happen. And, as you know, it’s not always possible to get to the bottom of these matters and allocate blame like a teacher giving bad marks for wrong spellings.
Anyway, like most situations like this, the matter was resolved after a manager’s intervention and some intensity on the part of my new friend. No doubt, there were also a few ruffled feathers on the part of Stacey and Donna and the manager too.
No. What was interesting here was that this was a perfect example of how telephone language and tone – two things I teach as a trainer for BPA Quality – can immediately influence customer behavior.
So after listening to his long tale of woe I asked “At what point did you lose it? What was the final straw?”, and he told me it was when Donna had bluntly told him that “Stacey wouldn’t have told you that” as a firm rebuttal to something he said. To him it was tantamount to calling him a liar, and he had exploded with anger. Seeing my expressionless face he proceeded to add other crimes to Donna’s inadequacies up to that point: “She was dismissive”, “She didn’t give a XXXX” etc, etc.
Now, this situation was always likely to need a higher power to solve it (in this case Donna’s manager). But a great deal of unpleasantness and bad feeling could have been avoided if Donna had simply:
Donna probably didn’t even know what had caused the sudden outburst from the customer, and as a BPA Quality trainer I see this time and again.
Even when the language issue is staring training groups in the face they don’t always get it. For instance, I used Donna as an example recently, and found some quite sensible members of the group defending her choice of words as ‘not offensive’!
My approach here is to put the group in a hypothetical similar situation and ask them to rate the interaction using a scale from 1-10, negative to positive, and this usually works well in gaining consensus with a training group.
“So what would you have done?” asked my new friend. “Possibly the same as you” I reassured him. “My job is to prevent such scenes before they occur. I really can’t do much when they’ve already been provoked!”
More and more leaders in our industry are challenging their organisations to re-think their quality models and making Strategic Quality a foundation pillar within their growth plans.
Whilst the drivers vary across organisations, we are observing a tangible and growing interest in both understanding and leveraging end-to-end Quality.
When the focus changes from ‘box-ticking’ to ‘business intelligence,’ and the Quality Team’s insight and analysis is sought in order to form the basis of key decisions, which impact the whole business, the benefits are leveraged right across the board: from marketing to recruitment, compliance to customer advocacy, from employee engagement to process improvement, product design and more.
Of course, your Quality Team are eyewitnesses to your daily interactions with customers, but it’s how you harness and leverage this insight that provides opportunities for business transformation.
When you compare business endeavours to elite sports performance – marginal gains, outlier theories and so on – coupled with the vast amount of data now available, the difference between winning and losing is down to your ability to hand pick the correct nuggets of data in a timely manner and turn these into actionable goals and winning tactics.
In our experience working with Clients across the global spectrum, the consistent key success factors are:
Whether you have an established and mature Quality setup, or are pushing to move your business to the next level, engaging with the right specialist, independent and trusted Partner will provide you with game-changing bench strength.
Whilst most daily operational metrics give us visibility of how the business is running, how accurately can we measure our current cost of quality, and how clearly can we state what the ROI is on our spend?
Certainly in our experience, this is a tough question to answer for many. This can result from shared ownership, overlapping processes, specialisation and accountability challenges for outcomes as well as costs. All too often this can mean that Quality is perceived as a ‘sunk cost’ to be managed down, instead of a catalyst for business change.
Many of our conversations start from taking a fresh look and benchmarking with best-in-class models. Opportunities become apparent and whether they require a fundamental rethink or focused enhancements, the benefits are soon tangible.
At BPA Quality, we are privileged to be working with some of the world’s biggest brands and many long-term successes are founded on the use of Quality as a strategic driver to deliver higher returns.
BPA Quality is currently speaking to organisations across the UK, US and worldwide who are interested in exploring these themes. If you would like to take part, or share your views, please get in touch – we’d love to hear from you.
June 20, 2016
Here at BPA Quality we have over 25 years’ experience in providing expert quality monitoring services and consultancy for contact centres. Our clients are drawn from 100 different industries with the one common area being that they use contact centres to communicate with their customers. Being at the hub of all this combined experience and expertise means we are in the lucky position of seeing all elements of how through quality monitoring different companies attempt to implement exceptional customer experience.
Our experience and variety of client’s results in a unique BPA view on all things related to the delivery and achievement of quality monitoring.
Without selling the family heirlooms I have decided to write about the subjects we are asked about the most and share some thoughts.
One of the main area’s we are asked about by clients and potential clients alike is; “what is the ideal scorecard.”
Regardless of the level of investment in quality in your contact centre you will invariably use a scorecard to identify problems, maintain quality standards, improve customer experience, and increase agent, centre and departmental performances.
Given the importance of scorecards, their creation and amendments should be considered and involve front line team members, managers, stakeholders, customers and, if possible, industry experts.
Building a routine and process for regular reviews of your scorecard is crucial; scorecards in our experience have a habit of growing organically with areas added to reflect current needs, or latest trends. Over time, this can lead to scorecards that have duplicate areas measured or areas measured that are no longer relevant.
Scorecards should have measures that are aligned with your company view on how it should be delivering customer experience. It should also consider KPIs, external benchmarking and also customer expectations.
Once you understand the measures and are confident they reflect your version of a quality interaction, you then need to give serious thought on how these interactions are then measured. Include examples that demonstrate excellent, average and poor quality of the behaviour/activity being measured.
Ask yourself, “Can I develop an action plan from the results of the scorecard. Can I communicate the results to the agents effectively? Am I able to identify outstanding performance as well as areas for improvement?”
Whilst oversimplified, this view of the creation of scorecards provides ‘food for thought’ about some of the key considerations regarding scorecards.
For more detailed information regarding scorecards and how to maximise their effectiveness, please feel free to contact me.
June 6, 2016
You have seen the advertisements online and TV. Play Daily Fantasy, win big!. Regardless where you stand on the legality of the issue, the game itself is fascinating. The basic premise is this: You have a limited budget and every player has a cost. Players score points for performing, i.e. home runs or touchdowns. You create a roster all while staying under your budget. You are matched up against other players and whoever generates the most points wins the money.
This is exactly how business works. Limited amounts of money to spend on multiple resources to maximize return. You have to make hard decisions and take calculated risks in the hopes that you build the right mix to beat your competition. Mathematically, this is linear programming, in this case a maximization model. Select the best mix of resources to maximize your profit based on expected returns from each of those…
View original post 496 more words