Customer experience is now the focus of many organizations. The call center is the front line in any business, whether it starts from offering a product, once it has been bought and goes on while the customer is still loyal.
In a few centers, traditional compliance of policies and processes in QA forms are being removed. It is now being changed into behavior items which will result to good customer experience and eventually satisfaction. Now, a lot of you are thinking that this is not a good approach because we still need to check product knowledge. I agree but the difference is not putting any hard score to each item.
To illustrate a bit further, you get the usual QA form and list down the elements that should be in the call. There are items that make up the process list. But, instead of including this in the overall score or percentage of an agent’s metric in quality, you don’t. It is still there but the purpose is only to determine areas for further training. Remember that customers care less about the company’s policies and only what the company can do for them. So why base your scores on how good they are in following policies then?
I kid you not, but this will be difficult especially for number crunchers. We’ve been trained to make everything objective to ensure consistency. But, if this is what it takes to keep customers coming back then it is an adventure we are willing to undertake.
Are you ready?
Great point, Jam! One of the biggest issues we find in our QA audits is that the QA scorecard is company-centric and gives little or no heed to what really drives the CUSTOMER'S satisfaction. You go!
Posted by: Tom Vander Well | June 22, 2006 12:50 PM | Permalink to Comment