Quality Assessment and Assurance is not just something the customer service and quality departments care about. There are more people - inside and outside of - your organization concerned with the quality assessment system than you may think.
Customer service departments are in a unique position as they talk directly to customers each day. They are on the front line and understand the customer pain points better than most people in the organization. Being in the firing line from disgruntled customers is a difficult job and it's vital the customer service representatives are consistently performing.
However, the quality of the customer service teams is a reflection on the company as a whole. In this article, we discuss the critical quality assurance roles of stakeholders in the call center org chart.
Who is Responsible For Quality Assurance in the Call Center?
Internal Call Center Quality Assurance Stakeholders
1. Call Center Agents
Quality assessment tools monitor the performance of contact center agents therefore every agent has a vested interest in the QA system. Agents will be naturally curious about how it works and how reliable it is. Agents must trust the system if they are respond to recommendations given based on results in the QA tool. Transparency and simplicity are key to gaining agents trust or buy-in. Agents will change behavior if there are positive and negative consequences from results so ensure that your quality monitoring is more than just a feedback tool, it has to be used as a stepping stone for improving contact center performance.
2. Team Leaders/Supervisors
The primary function of team leaders and supervisors is to oversee their team’s performance and improve it any way possible. Quality Assessment allows them to monitor the performance and it gives them helpful insight through reports and dashboards so the supervisors doesn’t have to wade through data to learn what’s happening. They can easily get a grasp on what’s working for each agent and what isn’t. Quality Assessment empowers Supervisors as it helps them to improve the performance of their team.
3. Quality Analysts
Quality Analysts are the 'nerds' of the QA stakeholders. They will be the heavy users of the tool; designing quality scorecards, scoring agents, reporting the data and analyzing the results. Many QAs spend significant amounts of their work day on the QA system.
They want a tool that is intuitive and flexible but they’re also interested in the detail, the features and the extras. QAs want powerful analytics that are logical to interpret. They need to be able to drill up and drill down as much as possible to carry out root cause analysis. Reporting in many different ways is important to Analysts. The ability to fully customize the system will also make them smile.
4. Managers and Upper Management: CEO, Head of Operations, Head of Customer Service, Head of Contact Center, and others
Managers are influential decision makers. As decision makers, they need to have relevant, reliable information that they have access to when and how they need it. Managers need a quality assessment system that allows them to see performance at a glance and allows them to drill up and down as much as possible too. A QA tool must provide easy to understand reports that are available at the click of a button.
5. Human Resource Department
Human Resources usees quality assessment applications for feedback sessions, training workshops and periodic performance reviews. QA provides the insight required for HR to map out relevant training for different groups and teams. Too often corporations carry out pointless training which isn't specific and focused on knowledge gaps. QA allows HR to understand where employees are excelling and what they need to work on.
External Quality Assurance Stakeholders
6. Quality Assurance Coaches
A quality assurance software can be an excellent aid to coaches to identify where agents need help and whether the help they received changed their performance. The coach can see if their training methods are working and where exactly the gaps are occurring.
7. Clients (for outsourcers)
Companies who outsource their contact center operations would naturally be interested in the results of the quality assessment tools. If they are privvy to the QA system they will be able to keep their finger on the pulse and have a greater understanding for their customers. Giving clients access to the QA system is a great confidence booster and is representative of an honest and open relationship between the partners. Clients often participate in quality scoring calibration.
8. End Customers
If a quality assurance system is in place and doing what it is supposed to i.e. improve the quality of customer service, those on the other end of the line will be pleased. This is very important considering that most people use contact centers to solve a problem they are having.
Why customers are the real bosses of the contact center...
- Customers are empowered by social media, community forums and review websites to share their opinion with services, both positive and negative.
- Customer expectations are high, customers know that technological advances have improved services and expect businesses to operate more efficiently and use technology to make their experience better.
- People are strapped for time and frequent a world of convenience. They are less tolerant or patient with companies for dealing with problems, they want solutions faster.
9. Prospective Clients
Having a strong position on the standard of quality you deliver and backing it up with a robust quality assessment system shows that, as a contact center, you are serious about consistent high performance. This is an attractive trait to outwardly promote to prospective clients. Outsource providers have won new business based on their dedication to quality and the transparency they provide through their quality assessment system.
By having the capacity to give prospective clients direct access to the quality assessment scores sets a solid expectation in the mind of the prospect that you are proud of your quality and willing to stand over it 100%. Research has shown that most clients like having the access to quality assurance but only use it in the initial stages of the partnership. Thereafter, clients trust the information delivered by their partner safe in the knowledge they can dip in anytime and check it out for themselves. It gives prospects a security net and empowers them.
Are you looking for more insight on how to improve quality assurance at your contact center - while gaining powerful insights into customer experience trends and agent performance?