The benefits of a strong quality assurance programme stretch far beyond the walls of the contact centre. By continually assessing agent performance and call quality, organisations can protect their bottom line by pinpointing areas to improve the customer experience. This ultimately leads to increased customer retention and loyalty.
Technology has made huge advances in recent years as the contact centre has shifted from an unsightly but necessary business function to the cornerstone of customer experience. Analytics technology has reshaped the contact centre space, and organisations that have embraced it to improve the quality of customer interactions are gaining the upper hand competitively. Here are three ways your call centre can improve quality assurance through analytics.
While random sampling should absolutely be a part of any contact centre’s quality assurance measures, it should not be the only sample. Evaluating your agents’ longest or shortest calls, for example, can be useful in identifying service outliers and opportunities to coach agent behaviour.
However, for companies to really understand interactions within the contact centre, evaluating interactions at random will not give a complete picture. Instead, I recommend supplementing random sampling with analytics. Through speech and text analytics you can pinpoint the most relevant interactions allowing you to find and evaluate:
The quality of a call is not wholly measurable by the conversation alone. Equally important to the words being spoken are the actions going on behind the scenes on the agent’s desktop. What applications does the agent have open? Are the right applications being used during a call? What does the agent do after a call ends?
With desktop analytics, quality analysts can associate customer interactions with agent activity in order to understand how that activity might affect the outcome of the call. Desktop analytics also outperform simple screen recordings because they not only show an agent’s activity during individual calls, they show activity between calls and throughout the day.
With the rise of omnichannel and self-service options for customers, First Contact Resolution (FCR) has become harder to measure. However, repeat contacts still negatively impact on customer satisfaction scores and contact centre operations.
According to SQM Group, half of all contact centre inquiries are a result of the customer’s issue not being resolved the first time. Customer frustration levels increase with each call and customer experience deteriorates.
The ability to flag and get to the root cause of repeat contacts is an important way of maintaining customer loyalty. Traditional quality assurance processes deliver inconsistent and inconclusive insights into agent and the customer. The addition of analytics to the quality assurance process allows organisations to identify and evaluate interactions that are relevant to FCR and take steps to reduce repeat contacts, whether it’s addressing a training issue or making improvements to processes that impact the customer.