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Article : Quality Scores and CSAT: The Oil and Water of Contact Center Management

#contactcenterworld, @VistioViews

Author: Jeff Vahrenwald, Vice President of Marketing, Vistio

Most every contact center measures both quality scores and CSAT scores. And while ostensibly both of these metrics are designed to improve the caliber of each customer interaction, it’s no secret that in most contact centers these metrics seem to fluctuate wildly and independently from each other, eventually turning into a kind of metrics whack-a-mole—you fix one only to find that the other now needs attention.

But shouldn’t they be closely tied together? After all, shouldn’t higher quality scores result in happier customers? And wouldn’t you assume that an agent who delighted a customer would get a higher quality score for handling the call properly? Well, that’s not normally the case. And here’s why.

Typically a contact center’s quality score reflects the extent to which the agent followed company policies for handling calls. This might involve greeting the customer properly, reading any required compliance language, and adhering to the rules the company has laid out for agents to follow. CSAT scores, on the other hand, reflect how happy a customer is with the service they’ve received. The problem, then, is that an agent can follow all the company policies and still provide a terrible experience and, conversely, an agent might provide a great customer experience but break all the rules while doing so.

Further complicating the utility of both quality scores and CSAT scores is the fact that they’re both a reflection of just a small sample size of calls. Most contact centers don’t audit every call for quality and anyone who has looked at results from CSAT surveys knows the customers who choose to leave feedback tend to be the customers who had the worst experience.

Some contact centers have turned to natural language processing (NLP) to solve the issue of sample size. The rationale in that case is that if you’re able to automatically transcribe every call, you can audit more systematically and better uncover quality issues and perhaps even discern the caller’s mood based on language and tone. But even with recent significant advancements in NLP, it’s difficult to accurately ascertain both call quality and customer satisfaction at scale simply by transcribing what was said.

So how can you use CSAT and quality scores together so that they result in tangible, meaningful, and lasting improvement for the customer experience?

For starters, adopt tools that give agents next-best-action guidance so every call is handled correctly and quality scores improve. This guidance helps agents complete proper call openings and closings, properly authenticate customers, read any compulsory compliance language, and ultimately achieve a high quality score. Then, make sure those tools are used on every call so you can get a more accurate picture of what’s going on in your contact center and so you can uncover quality issues that you otherwise might have missed with sporadic fly-bys and call audits.

When those tools are in place, you are able to establish a baseline for how long a correctly-handled call that meets quality standards should take. This might be longer than you’d like but it is a starting point and it ensures your agents are achieving the requisite quality scores. Afterall, a good call isn’t necessarily the fastest call; it’s the call that resolves the customer’s issue while adhering to company policy.

Then finally, once that baseline is established, then you can focus on the tools, training, and processes that help improve CSAT scores by reducing the time required for your previously-established baseline call. The result is consistently improved CSAT scores without ever cannibalizing quality.

#contactcenterworld, @VistioViews


About Vistio:
Company LogoTurning your agents into seasoned pros doesn’t have to be complicated. Vistio's AgentHub provides live on-screen guidance that eliminates guesswork and stress so your agents can confidently, quickly, and accurately resolve any customer inquiry. Through interactive and rules-based scripting, AgentHub puts the right answers at your agents’ fingertips right when they need it—allowing them to confidently navigate interactions, regardless of their experience level. The result is specific and measurable improvements in your KPIs, and ultimately uniform and accurate customer service, an improved agent experience, and greater control over your contact center performance.
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Today's Tip of the Day - Keep Cost In Perspective

Read today's tip or listen to it on podcast.

Published: Tuesday, January 11, 2022

Printer Friendly Version Printer friendly version

2024 Buyers Guide IVR

 
1.) 
Premium Listing
Call Center Studio

Call Center Studio
Call Center Studio is the world’s first call center built on Google and is one of the most secure and stable systems with some of the industry’s best reporting. It is one of the most full-featured enterprise grade systems (with the most calling features, one of the best call distribution, outbound dialing features and integrations—including IVR, AI Speech Recognition, blended inbound/outbound calling and includes Google’s new Dialogflow and Speech API. Call Center Studio is the absolute easiest to use (with a 10 minute setup), and is the price performance leader with lower equipment cost and less setup time.


2.) 
Computer Data Services, LLC

VIRTUAL PBX
Get the benefits of an expensive, on-premise telephone system without the high price tag and annoying maintenance.

- Never miss another phone call
- No more busy signals
- Feature rich
- Answer your calls from anywhere

3.) 
eGain Corporation

eGain SmartIVR
eGain SmartIVR is an over-the-top solution to modernize IVR systems. Businesses can offer smartphone callers an easy choice to resolve queries via digital messaging and intelligent self-service. And they can optimize the IVR experience with end-to-end analytics.

4.) 
PEC Telecom

Virtual Phone Numbers (DID) and Business VoIP Phone Service
Whether a customer is running a Call Center business, an IVR system to take phone orders or a voice mail service bureau, he still needs inbound lines and access numbers (DIDs). These lines and DIDs give customers the ability to call in and use the service. Traditionally, these lines and DIDs were obtained through the local telephone company (i.e. Verizon, AT&T or Time Warner) and a company could only purchase numbers with area codes in the region the system resided. With VoIP, this has changed.

DID Live is an IP DID service that allows you to accept incoming calls via VoIP as an alternative to standard digital or analog lines. The service provides the same quality of sound you expect from...
(read more)

5.) 
Pointel

Voice Self Service
Voice self-service can reduce cost and improve customer satisfaction. As with every system implementation, it is not the software, but the implementation that will define the success of the project. This also holds true for self-service implementations. Pointel follows a unique and proven process to implement voice self service. This process has been fine-tuned through years of experience implementing contact center and self-service applications. Pointel can design and develop solutions that will meet and exceed our client’s voice application needs. With several years of experience in Genesys GVP(Genesys Voice Platform) implementation and integration, Pointel can provide an integrated voice...
(read more)

6.) 
Teckinfo Solutions Pvt. Ltd.

IVR Edge
IVR Edge is a high performance, robust and scalable ivr system that works on various leading hardware such as Dialogic, Keygoe and Synway etc. It can handle the simplest of simple to the most complex of requirements to when it come to creating an IVR. Integration with any 3rd party database, be it for banking, telecom, insurance, travel, payment gateway etc can be handled with ease. Ideally suited to create Hosted IVR and virtual patching solutions with scalabilities that can range from 4 to 128 E1’s per setup with voice recording and CDR functionality. Integration with leading text to speech (TTS) and speech recognition ASR engines add to the flexibility and functionality.
 

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