Quality Assurance and the Impact on Customer Satisfaction

By: Gary Pudles, CEO & President of AnswerNet & SA Hosted and Managed Solutions
It is no surprise that customer satisfaction is of the utmost importance. As one of the critical factors involved with customer loyalty and retention, it is crucial that call centers focus on customer satisfaction ratings as a key performance indicator (KPI). A customer will know right away whether or not they are receiving up to par service. Even the powers of social media can add to this pressure. Often, how well a customer was handled (or more likely, how badly a customer was handled) will appear on the web and can-do irreversible damage to a brand’s image.

However, with exceptional customer service, the chances of continued business will significantly increase. Customer satisfaction can be achieved through the benefits of quality assurance (QA). QA processes can ensure that if an agent makes a mistake, it can quickly be noted and fixed for next time —almost always enhancing an agent’s success rates. Employees within a call center can take what they learn from the QA process to improve upon their skills and build stronger customer engagement opportunities.

The first step to proper QA monitoring is to collect the appropriate data to measure. However, collecting that data is equally critical to redistributing that information. QA should be focused on the goal of learning from mistakes, not just identifying them. Giving agents the appropriate feedback is essential to customer satisfaction. It will let the agents know where they need to practice, and motivate those who are already exceeding goals.

By implementing calibration sessions, you can guide agents on what they need to improve upon. Calibration sessions ensure that different supervisors using the monitoring program are rating calls consistently.  Coaching suddenly becomes much simpler to supervisors if they are familiar with the monitoring guidelines, and have a common understanding of standards that are being used to rate agent success. If any monitoring guidelines are unclear, calibration sessions can help with refinement.

It is important to remember, though, that not all agents share the same skill sets and/or weaknesses, and not all agents learn in the same ways. Some require more of a hands-on approach and others are quite different. Having custom coaching available for each agent will allow your call center to soar above the rest. Tailoring methods to meet the needs of your agents will allow for quicker improvement in the call center.

To achieve customer satisfaction, a company’s call center will want to monitor calls proactively and measure quality. QA best practices help avoid mistakes, which can be costly and shrink your customer base quickly. Putting your time and energy into QA monitoring will only improve your customer loyalty and increase revenue for the organization.