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Quality management

9 min read

Quality management

March 22, 2024

Call Center Quality Management: To Control Or Not To Control?

Call Center Quality Management: To Control or not to Control?

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In the Context of a Real Project: Our Customer’s Success Story

Our client was a telecommunication industry leader with a dominant market position and an extensive range of customer services. They specialize in offering communication services, such as calls, video calls, and text messaging, tailored to the needs of small to medium-sized businesses.

The byVoice team developed an Omnichannel Contact Center for this company, including a quality management tool. This tool can be used as a part of the call center IT infrastructure or as a separate product and enables managers to evaluate the performance of their employees based on customer satisfaction, call resolution time, and productivity. It helps managers identify areas where employees excel or need further coaching.

Working on a role-based model, the quality management tool delivers various features for this purpose:

the quality management tools

What was the final outcome?

The quality management tools developed by our team became an essential part of the client's Contact Center/Cloud PBX services provided to the company's customers. Among such benefits as improved customer experience, higher efficiency, and cost-effectiveness, our client increased revenue by up to 15% due to this new service. This again confirms that quality management is a tool that must be a company's top priority.

In a Nutshell

Neglecting quality management can result in decreased customer satisfaction, loss of customers, damage to reputation, reduced employee motivation, missed profits, and a lack of insightful metrics for analysis. That's why implementing call center quality management stands as a core strategy.

If you are ready to implement quality management in your call center processes, please contact us to get qualified assistance in developing and implementing this software.

But not Everything is so Rosy

We would be lying if we would finish this article at this point. As with other business processes, call center quality management also has a fly in the ointment. Let's consider the biggest quality management challenges call centers may face.

Poor agents’ training and development

Ensuring consistent quality in call center interactions can be challenging when agents lack training and development. Without this, it can be difficult for agents to handle customer inquiries effectively. It leads to decreased customer satisfaction and quality scores.

Develop training modules (for example, using chatbots or voicebots) that cover essential communication skills, product knowledge, problem-solving techniques, and empathy training.

Conduct regular coaching sessions and performance reviews based on quality management system data to identify improvement areas and provide constructive feedback to agents.

Provide agents access to online resources, training materials, and workshops to continuously enhance their skills and knowledge.

Steps to be taken:

Rare evaluation

When quality assessments are infrequent or irregular, it leads to gaps in performance monitoring and feedback for agents.

Establish consistent intervals for quality evaluations to ensure that all agents receive timely and comprehensive feedback on their performance.

Steps to be taken:

Lack of time and tools to analyze data

Analyzing data is crucial for identifying trends and gaps and monitoring performance in call centers. However, limited time and wrong tools can hinder the effectiveness of data analysis efforts.

Implement advanced analytics software to efficiently process and analyze large volumes of data, including call recordings, texts, customer feedback, and performance metrics.

Utilize automation tools to streamline data collection, processing, and reporting operations, freeing valuable time for quality managers to focus on analysis and decision-making.

Steps to be taken:

Unqualified or inconsistent evaluators

The accuracy and reliability of quality evaluations can be compromised when evaluators lack proper training, experience, or consistency in their assessment criteria and methodologies.

Offer comprehensive training programs for evaluators to ensure they understand evaluation criteria, scoring methodologies, and best practices for providing feedback.

Develop standardized evaluation forms, scoring guidelines, and calibration sessions to ensure consistency across evaluations and evaluators.

Regularly review evaluator assessments and provide feedback to ensure alignment with quality standards and objectives.

Steps to be taken:

Quality management is out of the priority list

In some call centers, quality management may not receive the necessary attention and resources, leading to low performance in quality monitoring and improvement efforts.

Educate stakeholders, including senior management and frontline staff, about the significance of quality management in driving customer satisfaction, retention, and business success.

Demonstrate how effective quality management practices contribute to achieving organizational goals, such as improving customer loyalty, reducing costs, and enhancing brand reputation.

Steps to be taken:

Besides obvious advantages for call centers, quality management can also be beneficial for cloud PBX and cloud contact center providers.

Not Only Call Centers Can Benefit from Quality Management

By offering quality management tools, providers can enhance customer service packages. They can provide an all-in-one solution that processes call routing and management and includes features for monitoring, evaluating, and improving contact center performance.

Enhanced service offering

Offering quality management toolsets, cloud PBX and contact center providers apart from competitors who may offer only basic services. This can be a significant differentiator in a crowded market and attract customers looking for integrated solutions.

Competitiveness

Quality management tools can be offered as add-ons or premium features, providing an opportunity for additional revenue streams for providers. Customers willing to invest in improving their contact center operations may be willing to pay extra for advanced quality management functionality.

Revenue growth

Contact center quality management tools help customers improve their service quality, increasing customer satisfaction. Satisfied customers are more likely to renew their contracts and recommend the service to others, contributing to the provider's long-term success.

Customer retention

Three-Stage Evaluation, or How Call Center Quality Management Works

To get a complete picture of agents’ performance, call center quality management includes three evaluation stages of their work:

Supervisor’s evaluation

Customer’s evaluation

Evaluation with analytical tools

Let’s take a closer look at each of them.

Interaction processing by supervisors

In the supervisor's evaluation stage, agents' performance is assessed through several key steps. Firstly, at least 30% of agents' conversations are reviewed to ensure a representative sample. This sample size allows supervisors to gain insight into agents' overall performance patterns.

Establishing contact

Defining requirements

Presentation

Handling objections

Finishing interaction

Сommunication skills

For assessment purposes, supervisors can utilize questionnaires that cover pre-defined parameters, such as:

Evaluation of Requests

Based on the results of the questionnaire, supervisors can assess the whole interaction and take action on conversations. Additionally, speech analytics technology is utilized to categorize dialogues based on keywords. This categorization aids in prioritizing which conversations require closer review and analysis, focusing attention on areas of potential improvement or concern.

Overall, the supervisor's evaluation stage is critical in ensuring agents adhere to service standards, address customer needs effectively, and continuously improve their performance within the call center environment.

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Learn About How Omnichannel Cloud Contact Center with Quality Management Helped Increase Income up to 27%

“Please rate us”

Customers’ evaluation is the easiest way to find weaknesses in agents' performance because it relies on direct feedback from clients.

Since customers directly interact with agents during support calls or inquiries, their feedback provides valuable real-time assessments of service quality, agent responsiveness, and problem-resolution effectiveness.

For this purpose, call centers can also use questionnaires. By customizing them using pre-configured templates, supervisors can tailor evaluations to capture specific aspects of customer interactions.

Evaluation of requests

Involving AI

Call centers utilize speech and text analytics to assess agents' performance comprehensively. These analytical tools are an effective way to monitor the work of a call center as they allow for the analysis of conversations. They recognize interactions, search for user-defined information, and can cover the following functions:

Searching for specific words and phrases in identified conversation transcripts

Automatic categorization of interaction topics

Generating reports

Dynamics assessment

These tools enable companies to compare evaluations provided by supervisors and clients, enhancing understanding by analyzing assessments. Supervisors assess agent performance across various dimensions using established evaluation criteria, identifying strengths to leverage and weaknesses to address.

Today, only one negative interaction with an agent is enough for the customer to no longer engage with the company. What does this mean for the business?

Why Should You Control Your Agents and the Overall Quality of Their Work?

potential business problems

Customers expect efficient, fast, and polite service. Suppose they call or text a company's support line seeking assistance with a product issue and encounter a rude or unhelpful agent. In that case, their overall satisfaction with the company's service will plummet, potentially leading to frustration and negative brand perception.

Decreased customer satisfaction

With the rise of competition and the number of available alternatives, customers easily switch to a competitor following a negative experience with a call center agent. Losing customers directly affects the company's revenue and market share.

Loss of customers

Imagine a customer sharing their negative experience with a call center agent on social media platforms or online review sites, detailing their lack of empathy or competence. This public criticism can damage the company's reputation, deterring prospective customers from engaging with the brand.

Damage to reputation

If call center agents feel unappreciated or consistently face angry customers due to unresolved issues or poor service quality, they may feel undervalued and demotivated. This can lead to decreased performance and higher turnover rates as employees seek more supportive work environments.

Reduced employee motivation

Suppose a customer contacts a company's sales line to learn more about additional products or services but encounters an uninformed agent who can’t seize this opportunity. This missed chance for upselling or cross-selling directly impacts the company's profitability, as potential revenue streams remain untapped due to improper interaction with the customer.

Missed profits

If a call center lacks KPIs such as average handling time or customer satisfaction scores, assessing agent performance and overall operational efficiency becomes challenging. Additionally, managers may overlook trends, patterns, and emerging issues impacting customer experience and business outcomes without comprehensive data analytics.

Lack of metrics to analyze

Implementing quality management practices helps businesses keep track of agent interactions, provide continuous training and support, and maintain service standards for consistent customer satisfaction. Quality management also helps identify and solve problems early on, creating a positive workplace that boosts employee motivation and reduces turnover. 

Additionally, using metrics and analytics, call centers can understand performance trends, customer preferences, and upcoming issues, which guides decision-making and ongoing improvement efforts. Ultimately, effective call center quality management is crucial for addressing customer concerns, safeguarding brand reputation, capitalizing on revenue opportunities, and ensuring long-term business success.

With the growth of the call center, it becomes harder for managers to organize the work of operators, motivate them for development, and quickly correct mistakes. Due to the unprofessionalism of employees, customer loyalty and satisfaction indicators may decrease. However, the situation can be improved by implementing call center quality management.

When discussing quality management, we usually picture someone who listens to or reads conversations with customers and decides whether to punish or reward the agent. There is some truth to this, but it's just the tip of the iceberg. Quality management is a complex procedure that makes the call center work more effectively.

Why is it important for businesses? The answer is simple: it directly impacts customer satisfaction, retention, and brand reputation. By implementing quality control measures, companies can ensure that customer interactions are handled professionally, efficiently, and with empathy.

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