When preparing a business case there are many aspects to consider. This blog identifies how quality assessment in call centres impacts the performance of different groups; agents, teams and supervisors, how it supports other functions; coaching, compliance and employee engagement and discusses return on investment.
Quality Assessment Gauges Performance
Performance in a contact centre is a collection of individual staff performances across many divisions. Quality Assessment allows you to arrange the performance scores to reflect your organisational structure, e.g. teams, divisions, locations. Viewing quality scores at each organisational level gives you a clear idea of how the organisation’s customer service is performing across your teams and groups.
One score in isolation has no context.
Consider where quality impacts on the overall performance of your organisation.
• Customer satisfaction.
• Customer loyalty.
• Increased sales.
• ‘Word of mouth’ new orders.
Also consider the impact on:
• Consistent performance.
• Reducing agent churn.
• Agent engagement.
• Reduced operational costs.
What is the value in ‘hard currency’ of improvements in customer loyalty?
Quality Assessment impacts many people in an organisation so let's take a look at those whose performance is impacted.
Quality Assessment Improves Agent Performance
QA gives agents the opportunity to improve their performance by identifying shortcomings in skills or behaviours and suggesting where coaching or training will deliver improvements.
The following QA features contribute to improving agent performance in important ways.
• Transparency of scores and attached interactions (audio, thread, screen) increases understanding and trust.
• Real-time feedback accelerates performance improvement.
• Self-scoring enhances autonomy, self-directed learning and upskilling.
• Agent dashboards (where scores are visible in real time) inform agents allowing them modify their behaviour immediately.
• Training new staff; identify elements they have successfully implemented and those they need to focus on learning.
Quality Assessment Improves Supervisor Performance
By seeing how each of their team members is performing supervisors can assess which members need more training than others and for which areas. They can see if there are similarities across the overall team performance and reflect whether their own behaviour influences this.
QA helps supervisors focus on their coaching tasks…
…on what each individual needs, rather than on what the supervisor thinks they should be trained on. QA identifies whether training objectives were achieved, teaching supervisors which coaching methods were successful on which agents.
Just like agents, supervisors can be advised on where they are in comparison to supervisor averages and for which areas in particular.
Quality Assessment Improves Team Performance
QA can improve performance across teams by identifying team trends and comparing teams to see if there is something that can be learned from one team and applied to another. Looking at the section reports across a team is useful to see what areas the whole team need to focus on. Section trends can reveal underlying process issues that are making life difficult for the agents. Reviewing summary comments can highlight if there are common issues or successes throughout the team overall.
Quality Assessment Improves Agent Engagement
What has Engagement got to do with Quality Assessment?
QA is the process that has the biggest impact on agent engagement because it helps agents understand how their behaviours impact the outcome of an interaction with a customer. Agent performance is greatly enhanced when agents are engaged with their quality scores and understand what they are being scored on and why. Giving agents access to real-time quality scores can allow them to adapt behaviour continuously rather than having to wait until the end of the month for their review.
In a call centre agent engagement is crucial because of the high labour costs. Attrition is often a big problem for contact centres but highly engaged organizations have the potential to reduce staff turnover by 87% (Corporate Leadership Council).
Scorebuddy’s Agent Insight is a dashboard designed for agents. Its goal is to get agents more involved in the quality of their work; understanding exactly what high performance in their role looks like, seeing how their own performance impacts on the team’s performance and group’s performance.
Quality Assessment aids Coaching
Coaching distinguishes agent’s individual challenges and helps them overcome them.
QA is an opportunity for improvement rather than artificial self-congratulation or reprimanding staff.
QA helps coaches to;
• Discover critical fail points.
• Identify strengths and weaknesses across teams and individuals.
• Identify the impact of coaching on performance.
• Assess whether training objectives were achieved.
Quality Assessment includes Regulation Compliance
Laws regulating the communication of customer personal and financial data are in place in many countries across the globe. For example the FCA takeover of regulation on the consumer credit market in the UK on April 1st 2014 has meant that the affected companies face greater restrictions, stricter enforcement of regulation and harsher fines for lack of compliance. The consumer credit industry is not the only industry affected by compliance, earlier in 2014 Ofgem increased the regulatory focus on the “big six” UK energy companies.
Scorebuddy developed a dedicated Compliance Component to help call centres meet their compliance requirements. Scorebuddy’s Compliance Component records the number of fails per category e.g. data protection breaches, so that per agent, supervisor, team and group statistics can be investigated and appropriate remedial actions considered.The Compliance Component also records the reasons for failure.
"KPMG were impressed by how we are using Scorebuddy to meet audit and FCA requirements and they would be first ones to flag if it wasn't up to standard." - David Woodhouse, Aegon - ADMS Europe.
Call Centre Quality Assessment has a high Return on Investment
When trying build a business case and in particular when trying to secure funding it is incredibly important to calculate the ROI of an exercise/tool. When calculating the return on investment you will see that different quality assessment solutions will have varying ROI figures.