An attitude of continuous improvement and development is the factor that separates exceptional call center services from the rest, and at the core of these efforts is a company’s commitment to quality assurance at every stage of the customer journey. The most effective contact center operations are never satisfied, always pushing their standards to new heights and encouraging feedback from all angles to guide them in the right direction. As TechTarget pointed out, quality assurance is not just a function within the call center itself, but the responsibility of the brand’s entire customer service branch.
While most companies vocalize their dedication to quality, they must align the capabilities of the contact center, managers can employ these three tactics and in an effort to accelerate their journey to customer service perfection:
1. Prioritize customer opinions above all else:
When optimizing processes in the call center, the customer is always the star of the show. Quality assurance initiatives should be centered on clear feedback regarding each aspect of the consumer experience. Call Center Helper recommended setting up a series of automated surveys designed to gather individual opinions in greater detail. The source noted that listening to the customer and reacting to their needs has led to a 27 percent increase in customer satisfaction, proving that tangible feedback is key to optimization.
“The most effective contact center operations are never satisfied.”
2. Take a multi-channel monitoring approach:
Today’s call centers use a wide variety of tools and channels to fulfill customer support needs, including live chat, email and social media platforms. Quality assurance efforts must run this complete spectrum of service if brands are to improve their operations, new channels tend to require close monitoring in the early stages of their deployment. Managers should pay close attention to the way agents handle cross-channel transitions, ensuring a seamless experience from one technology to the next.
“Today, a customer interaction will typically traverse two or more communication channels before it is completed, so if you want to understand the quality of the customer entire experience you need monitor them in this way,” said Craig Pumfrey director of marketing and communications at NICE Systems, according to the source.
3. Put representatives in the spotlight:
The opinions and perspectives of call center agents are also vital resources in the quality assurance equation, offering direct insight from the individuals who drive interactions on a daily basis. Given the opportunity, agents will articulate their thoughts on procedural standards, the efficiencies of the resources that they use day in and day out and their overall satisfaction in their positions. MultiChannel Merchant noted that frontline staff is the most frequently overlooked stakeholder group in the optimization process, so it’s important to make employees a priority.
As always, employee performances should also be evaluated continuously and with precise metrics, including first call resolution, average handle time and transfer rates. With a combination of anecdotal and data-driven feedback, a call center will have all the resources it needs to construct a powerful quality assurance program.