Customer quality management involves all the processes undertaken by contact centers to ensure customer satisfaction.
It involves training and refocusing agents to perform efficiently, and also entails enhancing agents skills needed to deliver world class customer experience.
According to a recent study, 47% of customers say they will stop buying from a company if met with a subpar customer experience and 76% will take the business elsewhere. As options galore, loyalty is diminishing and switching brands is becoming ridiculously convenient.
The foremost priority of contact center agents is to deliver high quality CX to customers. But as the trend of ‘quiet abandonment’ takes over, relying solely on customer feedback may not give you the best actionable insights. Instead, adopting a robust, automated and intelligent Quality Management (QM) procedure with a dedicated QM team is a more proactive and accurate approach.
QM is the act of overseeing end-to-end activities and tasks that are pre-requisite to maintaining a desired level of excellence. It is an umbrella term for all individual processes that consist of continuous evaluations and improvement cycles. These include determining quality policy, framing a quality management plan, taking measures for quality control and finally, undertaking actions for efficiency improvement.
Maintaining the highest levels of quality standards requires a comprehensive approach from all quarters. The buzz phrase used across contact centers today is— Total Quality Management (TQM)— an approach that levels quality standards for all stakeholders.
Total quality management is a business philosophy adopted from the early 1980s automobile sector. Today, it is equally relevant to contact centers striving to deliver high CX. Here’s how contact centers incorporate TQM in their workflows.
TQM starts with identifying all the factors shaping CX by addressing the pain points. These include your CRM, workforce management solution, rising dead air, or high rates of supervisor escalation. It’s only from these identifiable areas of improvement can the TQM strategy and interventions be built.
Are the new process interventions making any difference? Can improvements be measured and quantified? A good quality monitoring solution is data-driven and ensures accurately measurable results.
TQM demands converging commitment from all stakeholders. It may appear slightly challenging to build momentum but TQM is an ongoing exercise, rife with trial and error, that pays off in the long term.
The big challenge in QM is analysing 100% of the interactions. Most contact centers monitor only about 2% of the interactions on average while a huge chunk of data is neglected.
This leads to skewed data on which the QM strategy is built— clearly not a great testimony if you’re employing a scientific QM effort!
Advanced QM using Quality Management Software is the answer to this problem.
It is an automated solution holistic approach to QM, which ensures close monitoring of all interactions and improved KPI’s like AHT, FCR, and CSAT. It automates all quality processes in a single application regardless of the data source, channel (phone, email, chat etc.), or recording platform. It automatically captures, sorts, and scores 100% of the interactions, leaving no room for chance.
QM automation is all about replacing manual processes of call center QA, designing the coaching programs, and sentiment analysis with a brilliant new technology: Contact Center AI.
Contact Center AI enables you to:
There is a strong correlation between quality of customer interactions and contact center’s overall growth. Positive interactions are at the root of customer satisfaction, loyalty, and advocacy, eventually driving higher revenues. An automated QM regime ensures:
QM workflows emanate from the genetics of your work culture. Here are some pointers that help evaluate your QM workflows.
Contact center QM is an elaborate and continuous exercise to improve your service quality, agent performance, and customer interactions. Conventionally, it is marred by the lack of accuracy, miniscule, and random selection of interactions and subjectivity in scoring. But, powered with Contact Center AI, QM is eager for a more accurate, comprehensive, and standardized practice transformation. This liberates critical human resources in the QM team to focus on tasks that matter the most for agent improvement, greater CX, and higher revenues.
