Managing a contact centre or even a smaller customer-facing team can be challenging at times, especially when it comes to maintaining high-quality customer interactions. You’re tasked with balancing customer service and customer satisfaction, as well as driving operational excellence and aligning with overall business goals.
Now, consider this: 68% of consumers say they are willing to pay more for products and services from a brand that is known to offer good customer service (Hubspot, 2023). With the ever-changing landscape of customer expectations and rapid technological advancements, it’s no surprise that in 2024, call quality monitoring has become essential in achieving the best possible outcomes for both your team and your customers.
Each conversation within your contact centre holds valuable insights that can drive operational success and boost customer satisfaction. If you’re seeking ways to continuously evolve and thrive in today’s competitive landscape, you’ve come to the right place. This article is here to provide you and your team with actionable insights and best practices for implementing effective call quality monitoring strategies for contact centre excellence.
Understanding call quality monitoring
Also known as Quality Assurance(QA), call quality monitoring is a process employed in contact centres to assess interactions between agents and customers. This involves reviewing customer calls to evaluate factors that impact the overall customer experience such as: agent professionalism, adherence to company policies, agent knowledge and training gaps, differences in the standard of service offered and more. At its core, call quality monitoring determines whether a customer-facing team is meeting established quality standards. But what has led to its growing importance in recent years?
The impact of call quality monitoring on customer satisfaction and agent performance
Effective call quality monitoring significantly impacts both customer satisfaction and agent performance. By consistently monitoring customer interactions, QA team leaders can pinpoint areas for improvement and provide targeted feedback and training to agents. As agents continuously develop their skills to handle interactions tailored to customer needs, the customer experience improves as a whole.
Additionally, call quality monitoring establishes clear goals and expectations for agents. This helps foster increased confidence and productivity within your team. Statistics show that 83% of high-performing service agents receive adequate training, compared to only 52% of underperformers (Salesforce, 2023). When agents receive actionable feedback and support they are better equipped to address customer needs and effectively resolve issues, contributing to overall operational success.
Key components of effective call quality monitoring
Before we discuss best practices, let’s start by understanding some basic elements that can help establish an effective call quality monitoring process in your contact centre.
Set clear goals and objectives
First things first: objectives for the call quality monitoring process need to be decided. Setting clear targets provides direction and ensures a focus on what’s important. Establishing measurable goals allows for more effective performance tracking, identification of areas for improvement, and alignment with business goals.
Implement the right tools and technologies
Having easy-to-use tools is crucial for recording, assessing, and reporting on calls. Choosing the right technology ensures that the QA team can accurately review agent-customer interactions, maintaining a smooth call quality monitoring process overall.
Developing a comprehensive monitoring plan
Having a solid plan for how call quality monitoring will be conducted is key. This involves deciding how to choose which calls to assess, how to assess them, and how often to do so. A clear plan ensures consistency and effectiveness in the call quality monitoring approach.
Establishing robust monitoring processes
Putting the call quality monitoring plan into action involves establishing clear processes and workflows. This includes providing comprehensive feedback, addressing any issues discovered, and keeping thorough records of monitoring results. Robust processes ensure that the call quality monitoring efforts run smoothly and lead to meaningful improvements in the overall customer experience.
Best practices for call quality monitoring
Now that you understand the basic elements and recognise their importance, we can explore 17 best practices for call quality monitoring in the contact centre for guaranteed success.
1. Set clear goals for call quality monitoring
Define clear objectives to guide your team towards a common goal and drive operational efficiency. For example, setting a 90% customer satisfaction rating by the end of the quarter instils a sense of purpose and urgency in delivering high-quality experiences to customers.
2. Develop comprehensive quality assurance (QA) criteria
Define clear benchmarks for what constitutes ‘good quality’ customer interactions for your team. This includes elements such as ensuring all mandatory phrases and disclaimers are mentioned in the call, and providing personalised support tailored to each customer’s specific needs.
3. Utilise call recording and monitoring tools
Invest in advanced call quality monitoring technology to gain detailed insights into agent-customer interactions. These tools capture and analyse call data to provide thorough assessments of call quality, compliance, agent performance, and service standards. Additionally, these tools gather evidence of good customer outcomes for the Board and the regulator.
4. Invest in AI and conversation intelligence tools
Employ advanced AI and conversation intelligence tools to extract insights beyond the capability of basic call quality monitoring. This can help your team identify patterns in customer behaviour, conduct sentiment analysis, and flag critical issues. By providing more actionable insights, they facilitate continuous improvements in operations across the entire business.
5. Provide regular agent training and coaching
Conduct regular sessions focusing on areas such as compliance, conflict resolution techniques and effective problem-solving strategies to enhance agents’ skills and deliver superior customer service.
6. Engage agents in the quality process
Involve agents in the call quality monitoring process to foster a sense of ownership and boost morale. Encourage regular feedback sessions where agents review their calls and collaborate with supervisors to develop action plans aimed at improving their performance and overall operational efficiency.
7. Monitor across multiple channels
Extend call quality monitoring efforts beyond phone calls to other channels, such as email, to gain a holistic view of customer interactions.
8. Leverage real-time feedback
Provide immediate feedback to agents where necessary. This proactive approach addresses knowledge gaps, promotes continuous improvement, and ensures agents consistently handle customer interactions efficiently and with care.
9. Implement scorecards for consistent evaluation
Develop automatic scorecards outlining evaluation criteria for agents, including metrics like compliance score, call duration and script adherence. Using predefined criteria ensures fairness and accuracy in assessing agent performance.
10. Focus on customer feedback
Incorporate customer feedback into the call quality monitoring process to gain insight into their preferences and experiences. Actively listening to your customers enables you to identify complaints, recognise possible indicators of customer vulnerability, and swiftly address issues before they escalate.
11. Analyse and act on data
Regularly assess collected data to identify trends and areas for improvement. Utilise this data to remain proactive, such as adjusting call scripts by refining responses to common customer queries, or optimising call routing to ensure customers are directed to the most qualified agents.
12. Recognise and reward high performance
Acknowledge and reward high-performing agents to boost morale and motivation. An example could be monthly recognition programmes where top-performing agents receive incentives.
13. Ensure privacy and compliance
Adhere to privacy and compliance regulations to avoid severe fines and damaged company reputation while building trust and confidence with customers. By implementing strict data security measures to protect customer information, you demonstrate your commitment to safeguarding privacy.
14. Pursue a continuous improvement framework
Encourage a culture of ongoing improvement to boost agent performance and drive operational excellence. This includes motivating agents to share ideas for improving QA processes and setting up regular feedback mechanisms. By integrating proper feedback mechanisms, you can effectively document evidence of agent training and development within your call quality monitoring plan.
15. Conduct calibration sessions
Hold regular meetings where supervisors and QA team members review agent scores to determine whether the configuration of the call quality monitoring solution has been done correctly. This is key to ensuring consistency and accuracy in evaluating agent performance across the team.
16. Document policies and procedures
Develop guidelines and evaluation criteria for your team to follow. This provides clear direction on how to conduct call quality monitoring effectively and fosters transparency in performance expectations.
17. Promote a positive culture around monitoring
Create a culture where call quality monitoring is seen as a positive tool for team improvement. This includes recognising achievements, promoting open communication among agents, supervisors, and the QA team, and creating a supportive environment.
Overcoming common challenges in call quality monitoring
While the benefits are clear, we understand why some firms perceive call quality monitoring as a complex system of processes. With that in mind, here are some common challenges you can look out for
Agent resistance
Some agents are apprehensive about being monitored, fearing criticism or judgement. To overcome this, engage agents in the monitoring process and provide consistent feedback and support. By linking this to their performance scores or potential incentives, agents can see firsthand the developmental benefits that call quality monitoring has on their performance.
Managing the volume of data collected
Contact centres gather extensive data from customer interactions and call quality monitoring, which can be overwhelming to manage. To address this challenge, consider investing in advanced monitoring and conversation intelligence tools. These tools simplify data collection, assessment, and reporting processes.
Maintaining privacy and security
Privacy and security concerns are prevalent, especially in regulated industries such as financial services. Implement robust security measures, including encryption, access controls, and data masking, to safeguard sensitive information and ensure compliance with relevant regulations.
Call quality monitoring: success in real life
Consider the story of a leading motor finance lender that encountered challenges in their QA system. They used a traditional manual process where the QA team listened to entire call recordings but could only monitor 1-2% of all calls. Realising the need for improvement, they decided to implement a conversation intelligence and call quality monitoring solution, known as Voyc. With Voyc, they now monitor 100% of customer calls across collections, support, and sales.
This change significantly boosted the efficiency of their call quality monitoring process. They increased the number of calls on which they provide feedback to agents by over 600%, improving operational efficiency and overall customer service. With the removal of time-consuming tasks such as manual call listening and paper-based reporting, the QA team allocates their efforts to identifying knowledge gaps and delivering essential training.
In addition to this, the business has been able to uncover issues that may have previously gone unnoticed. For example, they identified differences in the standard of service offered to customers by different areas of the Collections channel. This prompted immediate corrections and prevented similar issues from arising in the future. Insights from 100% call monitoring have consistently led to regular improvements in operations and compliance across the entire business.
Making the call
As you can see, call quality monitoring is a key component to success in your contact centre operations. It enables teams to deliver exceptional customer experiences, enhance agent performance, and drive operational excellence. Remember, in today’s competitive landscape, the ability to consistently deliver high-quality interactions can be the differentiating factor that sets your business apart and fosters long-term customer loyalty. By being aware of its impact, following best practices, and proactively preempting challenges, best believe you can unlock the full potential of call quality monitoring for your customer operations.
How can Voyc help?
Voyc is an AI-powered conversation intelligence and call monitoring solution designed to drive continuous improvement in your customer-facing teams. With over 60 financial services clients, Voyc guarantees unparalleled attention to detail by monitoring 100% of customer calls. Seamlessly integrating with existing telephony and communication infrastructures, Voyc transcends conventional customer service and provides deep insights into customer needs. This not only boosts operational efficiency but also pinpoints complaints, safeguards vulnerable customers, and elevates the overall customer experience.
Discover how Voyc can empower your team to continuously evolve and thrive in today’s competitive landscape.
