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Article : The Fundamental Value of Quality Management and Speech Analytics
Many contact center decision makers, despite widespread recording of telephone calls, still fail to exploit the full potential of automated solutions available for quality management, customer feedback and speech analytics.
Even contact centers with 50-to-500 seat operations, heavily invested in call recording, still use obsolete methods for quality and performance management purposes as well as archaic templates for scoring agent performance. A supervisor or manager will typically retrieve a representative sample of calls at random and laboriously complete an agent evaluation form based on agreed key performance indicators (KPIs).
The Manual Process
Though this evaluation or benchmarking exercise may often provide accurate results, the flaw lies in the manual process itself. While any call evaluation brings with it value creation, both the selection of call samples and the evaluation can be significantly improved and executed in a more efficient manner.
By using sophisticated quality management software, supervisors responsible for agent evaluation can automate as much of the audit process as possible. Recording planners can be configured to automatically filter calls to be sampled, saving time and, in some cases, removing any selection bias.
Evaluation templates can be easily designed or modified and retrieved automatically during a call recording evaluation. The agent is scored according to the performance criteria, and then the evaluation and recorded conversation can be saved for future reference. A supervisor can avoid manually trawling through paper audits and can easily access historic reports to compare agent performance over time.
Intelligent Reporting and Analysis
Speech analytics takes agent evaluation and performance management to a whole other level through an intelligent reporting function based on keyword spotting and emotion detection to automatically categorize calls and present them for evaluation. Speech analytics lets executives find out what customers are saying about their business so they can make changes in a timely manner to accommodate critical needs.
Similarly, from a performance management or business efficiency perspective, by using speech analytics, the supervisor or manager avoids wading through hundreds of calls to ensure agent consistency, obtain an accurate reflection of the performance of frontline staff, and take a "snapshot" of the contact center’s strengths and weaknesses.
Listening to your customer represents the most important activity for any contact center. More and more effort is spent on customer feedback surveys, both on the handling of a call and the customer’s overall rating of the company. This process can also be automated and enhanced with speech analytics. By analyzing customer feedback and calls, a business can engage in route cause analysis to create a loop of continual improvement.
Speech analytics and quality management solutions have become fundamental to the success of contact center operations and should be implemented as part of their technology infrastructure. Clearly, significant gains in value creation can be achieved by using these tools, especially given the critical importance of customer retention and acquisition in today’s economy.
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About Peter Fernando:
With more than 15 years of contact center management experience, Peter Fernando joined ASC UK as Marketing and Telemarketing Manager last year. Prior to joining ASC, he worked for Business Systems UK for three years as Internal Sales Manager, selling recording solutions from ASC and other vendors to end users. Peter also specializes in telesales, telemarketing, client relationship and account management and previously served at Bulldog Broadband, Assa Abloy, Dixons and Santander and Nationwide.
ASC is a worldwide software company with a variety of solutions to record, analyze and evaluate communications. All multimedia interactions in contact centers, financial institutions and public safety organizations are documented and analyzed. The content of communications becomes transparent, critical information is generated and market trends are revealed, providing real-time business intelligence for immediate management action. With subsidiaries in the United Kingdom, France, Switzerland, the United States, Brazil, Japan, Singapore and Dubai, as well as certified and vastly experienced distribution partners, ASC’s ambitious projects span more than 60 countries. Headquartered in Germany, ASC is a global player with an export quota of almost 70 percent and a worldwide service network.
Published: Tuesday, December 7, 2010