Quality Monitoring Services

Ultimately, a business’s success hinges on customer satisfaction.  Customers are more likely to remain if they feel that the business seeks to cater to their needs on an individual level.  Robert C. Davis and Associates is now offering a call center training and management training consultancy to optimize Quality Assurance through Quality Monitoring.

There are two sides to Quality Monitoring: internal and external.  Internal Quality Monitoring (IQM) regards the customer’s experience after receiving the service.  Typically, this perspective is attained through customer surveys and gauges customer satisfaction.  Based on a scoring system, surveys are often viewed as an inaccurate depiction of the customer’s experience. Jodie Monger of CustomerThink.com, for instance, found a startling disparity between the IQM scores for businesses and the customer satisfaction, so much so that she calls for a new Customer Service Metric system entirely.  On the other hand, External Quality Monitoring (EQM) is based on the contact center’s perspective and goals, achieved largely through call monitoring.  The largest point of contention here is that the business’s goals do not necessarily reflect the customer satisfaction either.  The two need to be accurate, balanced, and function in conjunction in order to work properly and, at the core of making it, using the data properly and training employees based upon the quality monitoring.

Quality Assurance Monitoring in a Human Context

Methods of quality assurance include call recording, call monitoring, scripting, and customer surveys.  These methods are broken down by importance.

Scripting

A common misconception that quality assurance does not make a difference at call centers is truly based on how the companies use the data.  Scripting, for instance, is annoying to customers when it is too rigid, but in a unified desktop experience, it can add stability to an otherwise chaotic multimedia interaction.  The scripts must, “change as required, while managing contacts, controlling interactions, and updating databases,” according to Direct Marketing News.  Remember, it is not the script itself that may deter customers, but how employees are trained to use them.

Call Monitoring

Additionally, in a survey by the UK Contact Centre Operational Review in 2008, call monitoring made up for roughly 96% of quality assurance in markets ranging from finance to transport and travel.  Robert Davis and Associates have a wide array of experience in industries such as Credit Unions, Cable and Satellite TV, and Wireless Networks.  Quality Monitoring is important to just as important in a credit union setting as it is in a cable call center.

Call Recording

Eighty-six percent of respondents in another survey agreed that call recording is the most effective means for evaluating individual agent performance.  While call monitoring is done in real time, the recordings, it seems, are not utilized to their full capabilities.  In the same survey, many agreed that not enough analytics are done with this data.  In other words, Quality Monitoring currently attains the “what” but must analyze the information to find the “why” in terms of call types and customer satisfaction.  Quality Monitoring offers the opportunity to take the time to perform proper analytics and change protocol accordingly, providing Performance Assurance, as well as to improve agents on a case by case basis.

Coaching for Performance Assurance

Call center agents play a major role in Performance Assurance, and they feel valued and know the importance of their work. Robert C. Davis and Associates coaches management alongside call center agents in improve Performance Assurance.  For example, rather than simply telling a call center agent what to do, a call center manager, coached with the Quality Conversation philosophy, will offer that agent the support and motivation needed to do well as well as any feedback when the agent struggles or succeeds.

The quality of the training is equally important when it comes to call center Quality Assurance.  Direct Marketing News also says that, “executives need to hire trainers and call center managers who understand and believe in the concept,” of performance assurance, otherwise the employees will not receive the consistent attention necessary for overall improvement.

Proper training for Quality Assurance, therefore, is an investment not only in your employees but also in your organization as a whole. If the agents are happy and confident in their performances, then they have more incentive to improve customer experience as well.

Don’t settle for just any call center training provider. Change, achieve and sustain with RCDA. For more information, contact us today.