A customer has called reporting an issue with turning on their newly purchased laptop.
Agent A listens to their problem, asks a few troubleshooting questions, and then guides them on how to reset and start their laptop.
Agent B also listens to their issue and provides step-by-step instructions on solving the issue. Additionally, Agent B asks the customer about their product experience, offers tips for optimal use, and reassures the customer that they can reach out for further assistance if needed.
While both resolved the customer’s issue, it was Agent B’s interaction that was about truly serving the customer and elevating the interaction. This example highlights the difference between good and great customer service.
How can you take your customer service from satisfactory to exceptional?
Here’s where quality assurance (QA) comes into the picture.
QA is the process that helps customer support teams refine their skills and elevate every customer interaction. In this blog, we’ll explore the what, why, and how of quality assurance in contact centers, highlighting how it can enhance customer experiences and drive meaningful improvements.
Quality Assurance (QA) in contact centers is the process of reviewing and assessing customer interactions to ensure that all necessary services are in accordance with set quality standards. It includes the following:
1. Call Monitoring: Recording the calls made and received by the employees in order to evaluate employee performance as well the customer satisfaction.
2. Call Scoring: Assessing the contents of the call based on effective actionable communication and problem-solving skills.
3. Feedback Mechanism: Assessment and analysis of agents’ performance with the aim of helping them to enhance their performance.
4. Data Analysis: Using QA tools to analyze qualitative data and other related statistics that are relevant to the customers’ experiences.
By putting such processes into place, QA aims to create a framework that supports both agents and customers, driving a cycle of continuous improvement.
Many aspects of contact center operations can be greatly improved by the implementation of a strong QA program.
Here are 6 reasons that highlight the importance of robust quality assurance programs in contact centers:
1. Identifying Performance Gaps
A robust QA program can help you find specific areas where your contact center agents are struggling. Quality Assurance puts in place tools and systems that assess customer interactions to identify trends and patterns indicating any operational weaknesses or bottlenecks. With such insights, you can plan targeted training programs for your customer service representatives.
2. Enhancing Operational Efficiency
With a streamlined QA system in place, your agents can receive regular and consistent feedback which will not only improve call-handling efficiency but also propel customer satisfaction. This Quality Assurance-based feedback system directly contributes to improved overall operational efficiency.
3. Fostering Positive Employee Experiences
Besides customer satisfaction, a quality assurance approach can also lead to enhanced job satisfaction among your employees. When agents receive proper, constructive feedback and support from their managers and mentors, it empowers them to become better at their jobs, reducing the turnover rate and creating a more engaged workforce.
4. Improving Customer Retention
A well-executed QA program can improve customer service quality, leading to an increased CSAT which in turn will encourage customers to stay loyal to your brand.
5. Boosting Training Efficiency
Training and feedback are integral aspects of a QA program. As there’s a feedback cycle, the insights provided through it enable coaches and trainers to personalize training programs for agents based on specific skills and behaviors.
6. Maintaining Consistency
Consistency is key in customer service. Quality Assurance in contact centers ensures that all your contact center agents follow and adhere to the service standards set by your organization. This results in a consistent experience across all channels, regardless of the agent that they are interacting with.
To ensure great customer service at all times, the quality assurance approach includes call quality evaluation. Call quality evaluation has two broad categories – customer KPIs and QA assessments.
Call and Customer Metrics
As is obvious from the category name, this process involves measuring, analyzing, and finding insights based on quantitative data from customers. Some of the key metrics that are analyzed are:
1. Average Response Time: This KPI measures how quickly contact center agents respond to incoming calls, which has a direct correlation to customer satisfaction.
2. Average Handling Time: AHT tracks how long it takes to resolve customer inquiries. A long AHT may indicate inefficiency or inadequacy in solving issues while a shorter AHT might suggest that your team might not have completely resolved the issue.
3. Customer Satisfaction: CSAT is an important metric that is collected through post-interaction surveys of customers.
4. Net Promoter Score (NPS): This metric measures customer loyalty and the likelihood of recommending the service to others.
While there are many more metrics, these 4 form the backbone of a performance assessment.
QA Assessment
While the previous category focuses on quantitative data, QA assessment is all about the qualitative approach. A QA specialist conducts this assessment and this process involves:
1. Sample Interaction Review: In this process, the QA specialist regularly receives a random sample of calls which they analyze for effectiveness of resolution, professional behavior of the agent, adherence to protocols, and more.
2. Scorecards: To provide a structured system for call evaluations, QA specialists use scorecards. There might be scorecards on every evaluation point like communication, problem-solving skills, customer engagement, and much more.
With a combination of these quantitative and qualitative methods, your contact center team can get a complete view of your performance improvements and gaps.
Quality assurance is a vital component in contact center operations to achieve the distinction of great customer service. Through Quality Assurance programs, you can create a culture of excellence that benefits both agents and customers. This approach is about moving beyond transactional customer support to creating opportunities for lasting customer relationships.
Without QA, you won’t have a standard system for continuous improvements at your contact centers. Quality Assurance not only enhances customer experience but positions the contact center as a key driver for your team’s success.
