With more and more analysts concluding that customer experience (CX) is becoming a key differentiator for businesses, the contact center is often the first, and sometimes the only place where these interactions with customers and prospects will take place. This has moved the contact center right up the C-Suite’s agenda, so that many organizations are now viewing the teams that work in contact centers as their key ambassadors that have a significant impact on the future success of the company.
Cost center to profit center
Years ago, when companies first starting grouping individuals together in call centers, this was an operation that was seen as a cost burden to be minimized wherever possible. Agents working in these centers were goaled on how quickly they could pick up the phone and how quickly they could process the interaction so as to be ready to take the next call. Questions were asked when the agent took longer than the average to answer calls, handled lower than the average number of calls per day and when customers started abandoning call queues due to long wait times. Whilst these quantitative metrics still have some relevance today, they’ve taken a back seat to the more qualitative measures that help ensure agents are doing the right things to keep callers happy – first contact resolution rate, call transfer rate, average time in queue and so on.
Taking quality assurance to the next level
Supervisors have been trained on monitoring call quality and delivering quality assurance (QA). This has evolved into a quite complex process, with all sorts of form-filling, call monitoring and agents feeling that they are being watched and picked on for no particular reason. For instance, an agent might be doing an excellent job of making their callers feel highly cared for and valuable, delivering a pleasant experience that will result in increased repeat and upsell business for the company. However, those calls may take longer, require more post call work and generally not fit in with the QA metrics that are being monitored. At its extreme, the agent delivering this excellent level of customer service and experience could end up being penalized compared to agents delivering a worse service.
A data-driven decision approach
Another downside of traditional QA is that only a tiny percentage of calls ever get monitored. A supervisor listening-in to an hour of an agent’s call will make decisions about that agent that may not reflect their overall performance for the month. This is where technology comes to the rescue. Automated speech analytics, using a NewVoiceMedia product called Conversation Analyzer, bases decisions on 100 percent of the agent’s calls, uncovering the key insights and trends whilst also assessing compliance and product knowledge.
Ramping up new agents and motivating the team
Now that it’s possible to hone in on the most successful conversations, as well as identifying those that need some attention, it becomes a simple process to share best practices with both new and existing agents, whilst designing training programmes to focus in on the areas that are sub-optimal. This can then be taken to the next level by ‘gamifying’ agents daily work to ensure they are rewarded for the specific behaviours that result in great CX.
Please download the whitepaper now to find out how NewVoiceMedia can help you take your contact center to the next level.