When it comes to customer service, consumers still prefer speaking to a live person to purchase goods and services or to resolve problems. A recent survey suggested that consumers prefer doing business with a live person versus an automated system. This bodes well for the contact center industry but to ensure productivity and efficiency, leadership must focus on maximizing each customer interaction, which is key to meeting and exceeding the business’s KPI targets. Call Quality (CQ) is the baseline metric for measuring frontline performance which can directly impact results. Call centers managers that expect a high level of performance from their frontline teams must have a defined CQ plan in place. Consistent quality checks and regular feedback is the fastest way to improve and maintain performance, efficiency and productivity.
A Brief Call Quality Checklist
Contact centers that consistently meet and exceed targets have one thing in common, a focus on call quality. CQ is the key barometer that evaluates individual performance for each customer interaction. CQ metrics can vary by industry, the type of calls taken and whether it is a sales or resolution type interaction. Some key metrics that are valid across all contact center operations are:
- Script Adherence – Is the representative staying within the defined call script and are the key concepts of the script being communicated during the interaction?
- Tonality – Is the call taker receptive to the customer’s tone and can they control their own tone to match the conversation.
- Pacing – Does the call taker follow the prescribed call flow and do they match the customer’s pace yet keep the call moving?
- Language and Vocabulary – Is the representative using vocabulary that is appropriate for the industry yet simple enough for the customer to fully and quickly understand?
- Objections – Does the representative handle customer objections confidently and with the appropriate rebuttals?
- Closing – How well does the call taker close the call and are they asking for the sale or summarizing resolutions at the end of the conversation?
Other quality control facets can be uniquely specific to the industry or type of calls being taken. Extensive product or service knowledge is critical in sales positions while completely understanding business policy and available resources is necessary for resolution type interactions.
Call Quality Before and After the Call
Call quality extends beyond the actual call itself. Preparation is essential and call representatives that are organized and know where all resources are located are better positioned to have exceptional customer interactions. Product information, customer information and supervisor access should be ready at hand to maintain that all important call flow and pace. After call work such as call logging and dispositioning are very important in maximizing each customer opportunity. Representatives should leave detailed notes about the call as well as any outcomes or decisions made during the interaction. After call recording is critical for managers and other representatives in case of any needed follow up and productivity tracking. Contact centers may have a uniform process or policy regarding after call work and encouraging upskilling in organizational habits will yield benefits in tracking and productivity.
Communicating Expectations and Performance
Call quality strategies and planning are necessary components for a successful contact center operation and delivering feedback and training is a critical component to ensuring high CQ standards. Managers and supervisors who understand the value of frontline representatives will take the time to evaluate calls on a consistent basis. CQ feedback sessions are an excellent opportunity to upskill and sharpen the individual’s habits. Ongoing engagement of frontline staff will also have positive effects on morale and motivation which can also improve and maintain high performance in the contact center. Businesses that have transparency when it comes to individual expectations will see better and faster results and a more engaged and productive frontline team. Those expectations should be communicated at the start of training and continue throughout the individual’s career with the business.
The Bottom Line
Contact centers depend on call quality evaluations which have a direct impact on productivity and efficiency. In both sales and customer resolution roles, poor or weak CQ can have negative effects on cost and profitability. Call center operations that have a defined and transparent CQ program and are better positioned to communicate expectations to frontline staff while increasing and maintaining individual customer experiences. Consistent engagement with individual team members is essential for a successful call quality strategy and will ensure expectations are understood and met on a regular basis. Businesses who generate sales through contact centers will benefit from maintaining CQ standards. Elevating each customer opportunity can drive revenue by increasing sales. Customer loyalty is also built on those positive experiences.