Managers responsible for overseeing call centers stay vigilant to trends and patterns, seeking information that allows them to improve the customer experience. To achieve this goal, they utilize a range of Key Performance Indicators (KPIs) that measure different aspects of the call center. These metrics, when considered together, help companies determine the effectiveness of their customer service.
Therefore, staying on top of call quality and continuously seeking ways to improve it is a top priority on every call center manager’s to-do list. Call centers that focus on measuring and enhancing quality parameters will find it easier to satisfy customers, stand out from the competition, and even attract new customers when call quality is solid.
In this post, we will discuss the most effective methods to measure and enhance quality in a call center. With a focus on the importance of delivering positive experiences, we will provide strategies and best practices to drive quality in a call center.
How is quality evaluated in a call center?
Quality control in a call center involves analyzing customer interactions to assess problem resolution and agent professionalism. This evaluation is essential for measuring improvement over time and maintaining high levels of customer satisfaction. Keeping the customer at the center and seeking data that drives an enhanced experience are fundamental elements for maximizing data in a call center.
When analyzing data, it is important to consider the context and establish clear goals that guide the analysis of relevant metrics. This involves defining the concept of “quality” and the purpose of the quality control program, identifying metrics aligned with established objectives, and maintaining consistency in quality control practices. The evaluation of call quality typically falls under the responsibility of the team leader, quality control specialist, or call center analyst.
In a call center, key performance indicators (KPIs) are used to evaluate call quality, encompassing aspects such as average response time, call duration, customer satisfaction, and agent performance. The primary goal of these metrics is to continuously improve customer satisfaction, which, in turn, drives efficiency, productivity, and cost reduction in the call center. It is important to consider industry standards and compare data with global benchmarks to assess service quality.
Methods for measuring quality in a call center
In call centers, three different methods are employed for quality control: operational, tactical, and strategic. These methods are used in combination to manage and ensure quality in all aspects of the company.
Operational
Operational quality control is based on a quantitative approach that focuses on measuring key performance indicators of customer service on a day-to-day basis. This method provides an accurate assessment of the performance of both agents and the call center, focusing on daily tasks and micro-level interactions.
Data is collected regularly and evaluated using monitoring tools. However, this approach has its limitations as it focuses on micro-level aspects and may not provide a comprehensive view of the bigger picture. While it is useful for finding immediate short-term solutions, it has limited scope for identifying the underlying causes of problems.
Tactical
The tactical approach to quality control is used to address general concerns that affect customer service in a call center. Its main objective is to improve the overall quality of service by identifying the underlying causes of poor performance and implementing effective solutions.
This tactical approach focuses on areas such as low customer satisfaction, potential gaps in agent training, and optimizing team workflows. By addressing these general issues, solutions can be implemented that have a positive long-term impact on the call center.
It is important to note that tactical solutions often require a greater investment of time and resources compared to operational solutions. However, the long-term benefits include a more solid resolution and a stronger overall team.
Strategic
The strategic approach to quality control aims to ensure that the call center is aligned with the overall objectives of the organization. This strategic approach addresses key questions such as:
- How does customer service integrate with the organization’s business goals?
- How can the customer service strategy be modified to increase customer loyalty and retention?
- How can employee retention be improved in the contact center?
The strategic approach focuses on broader issues that involve the culture, standards, and goals of the organization as a whole. Like the tactical approach, it seeks to find long-term solutions to challenges that affect the entire company.
Challenges of quality measurement in a call center
Evaluating and maintaining quality in a call center can pose complex challenges. While the implementation of the aforementioned methods facilitates the task of measuring quality in the call center, they are not without limitations:
- Unrepresentative samples: A common challenge when assessing quality in a call center is selecting a representative sample of interactions for evaluation, avoiding the limitation and bias of manual and random call selection to obtain a comprehensive and accurate view of agent performance.
- Flawed transcriptions: Inaccurate or flawed transcriptions can hinder precise understanding and evaluation of agent performance, as well as identifying areas for improvement in the customer experience. It is crucial to have accurate voice transcription technology to obtain a complete and precise representation of conversations.
- Tone limitations: The tone in calls does not provide detailed information or complete context about the customer experience, so it needs to be complemented with other tools and metrics to gain a more comprehensive understanding of call quality and agent performance.
- False positives and negatives: False positives and negatives present a challenge in evaluating call quality, as they can impact results by incorrectly detecting keywords or overlooking important aspects of the conversation. Implementing AI-driven voice analytics systems allows for precise identification and classification of interactions, ensuring reliable results.
To overcome these challenges, it is crucial to utilize AI-driven call analytics technologies like Upbe, which provides accurate transcriptions, multi-channel analysis, and more precise assessment of call quality. This enables informed data-driven decision-making and enhances the customer experience in the call center.
If you’re looking to overcome these challenges and improve your customer service processes in your call center, don’t hesitate to contact us today.
KPIs (Key Performance Indicators) in a call center are key performance indicators used to evaluate the quality of calls and the overall performance of the call center. These metrics, which include response time, call duration, customer satisfaction, and agent performance, are crucial for setting goals, monitoring performance, and making informed decisions. By analyzing KPIs together, a complete view of call quality is obtained and areas for improvement are identified to drive efficiency and reduce operating costs. Using KPIs as evaluation and tracking tools allows for exceptional customer service and achieves a high level of quality in the call center.
