Aligning Your Quality Program and Customer Experience: 3 Design Essentials - Alorica - ContactCenterWorld.com Blog
Quality Monitoring exists in almost every contact center. Done right, it can be a goldmine for feedback and coaching for front-line agents, and action-oriented data back to the business. An EGS eBook by Pam McGlone, “What the Bleep Should I Do with All this Data” addresses how companies can effectively use the data they gather.
But building a Quality Monitoring strategy that truly identifies opportunities to improve Customer Experience takes thoughtful design if an organization wants to operationalize a genuinely customer-centric strategy.
There are three critical considerations to include when implementing a Quality Monitoring process that can transform Customer Experience:
1. First up, deal with issues NOT actually resolved
The greatest indicator of overall customer satisfaction is issue resolution. So inversely, issues NOT being resolved are likely to cause the greatest negativity to Customer Experience.
In an EGS infographic by Mark Fortlage, “Key Performance Indicators (KPIs) for Customer Care – Are You Measuring the Right Things?” research indicates that the most important factor in customer satisfaction is resolution.
Always include the simple Yes/No question such as “Was the customer’s issue resolved?” on your monitoring form. Have your Quality team score this question from the customer’s perspective. If the answer is “No,” capture why there was no resolution, beginning with the simple designation of whether the issue was not resolved due to an “agent” (such as, the agent not using the correct resource) or “non-agent issue” (such as, there is a known product defect).
2. Replace weighted scoring with two simple measurement buckets: Customer-related and business-related
Traditional monitoring programs aim to give a single overall score indicating performance. Examples include:
- Points: “You achieved 90/95 points on this monitor”
- Percentages: “You achieved 95% on this monitor”
- Other symbols: “You achieved 4/5 stars on this monitor”
However, the weakness with this approach is that it attempts to boil monitoring performance down to one number, through weighting of different line items (e.g., from “Did the agent use the correct greeting?” to “Did the agent verify the customer’s identity before making account changes?”). This creates the potential of unclear or misguiding performance results since line items that may have an extreme impact on Customer Experience and those that have no impact on Customer Experience are forced together.
We solve this challenge by separating Quality Monitor form line items into two buckets: “Customer” and “Business.”
- Line items that show clear correlation to customer satisfaction and issue resolution are designated as “customer-related” line items
- Line items that do not directly impact the customer: case logging, verbatim reading of call closing script, etc. are designated as “business-related” line items
- Performance is reported by category, so upon initial glance at performance data you can compare your Quality Monitoring “customer-related accuracy” and “business-related accuracy.” You are quickly able to gauge your program’s ability to deliver a positive Customer Experience
3. Keep it fresh
Quality Monitoring programs can get stale quickly, so keeping pace with the changing needs of your customers is critical to staying relevant.
- A great way to ensure the short-term success and long-term failure of your Quality Monitoring program is to build it based on your current data, but fail to frequently update the process based on new information
- Certain line items may make sense for your current business and customer base, but as customer-facing challenges are faced and resolved, new issues may arise. It’s important to always stay on top of any changes in your customers’ expectations
And for extra credit, a couple other things to think about:
- Shorter is better: Create line items that truly impact the customer or business. Using a form that is long and composed of many non-critical line items will negatively impact both Quality team efficiency and morale.
Read other EGS Insights to learn how to enhance your business processes and improve Customer Experience.
Publish Date: February 15, 2016
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