Aligning Business Strategy and Contact Center Quality Assurance for Success

Measuring performance is fundamental to contact center operations of all sizes. The call center quality assurance (QA) measurement process is often one of the main performance data collection vehicles for management. However, few contact centers have implemented a program or have adequate resources in place for meaningfully tracking and improving performance, let alone providing feedback from customers to the rest of the organization to enable strategic-level business improvements. Many contact center managers operate with a haphazard collection of uncoordinated and often irrelevant performance statistics that require too much time and error-prone manual work to interpret, which often leads to misguided decisions. In these conditions of ad-hoc “analysis”, wasteful utilization of resources can go undetected for long periods of time and business objectives may not be achieved, as managers take ineffective actions to correct deficiencies which are aimed to attack symptoms instead of root causes. The problem is deepened by the fact that most quality and performance measurement tools are rigid or inflexible to change. Some efforts focus on compliance-driven performance tracking and call center reporting - in accordance with internally developed standards and procedures that are outdated, outmoded, or even assuming that the contact center is already providing the right products and services to its customers. What’s more, many contact centers have not discussed the business strategy with their front line agents or supervisors. Consequently, there is often a great need to go back and revisit their goals and objectives and to adjust the functions of their department in order to ensure that the right products and services are being provided by the agent.

To start recovering from this situation, managers must first recognize that measuring of performance in a coordinated, systematic, standardized way that provides true insights and direction for achieving business objectives is a basic need of an organization - and a fundamental responsibility of management. It is the key to any organization’s survival.

To achieve high-value business insights as they track performance, contact center managers should focus data collection, interpretation and analysis on a set of measures that answer the following questions:

·         Are we providing the correct services to our clients, using the most skilled agents?

·         Are we able to resolve customer issues and overcome objections in a timely manner?

·         Are our agents providing a positive and memorable experience to our customers?

·         Do our agents and their immediate supervisors really understand what is expected from them?

Using VPI Empower, you can consolidate all data that is periodically collected from disparate source systems in your contact center. Once you have all data in one place, apply real-time performance tracking tools, intuitive graphical call center reporting dashboards, and business rules-driven alert system to monitor key performance indicators. Now you can measure progress towards meeting business objectives for the contact center, gaining insights that can be acted upon in an effective and timely manner – for optimization of service delivery. Call center quality assurance goals can then be subordinated to the overall strategy, so that they support the mission and objectives of the organization. The specific call center quality assurance goals defined in this process should be strategic, tactical, and operational, depending on the level of service channel that is being supported. They may include the definition of quality, timeliness, resource utilization, or customer satisfaction from the customer’s point of view.  

Call center quality assurance processes should be guided and supported by performance measures as they define specific standards that allow the calibration of performance and overall quality, which, when made actionable and acted upon, ultimately leads to more business from happier customers. Performance measures should be selected carefully and funded proportionately to their value, in order to support corporate goals and strategy, contact center objectives, and critical success factors for an effective call center quality assurance program. Review them regularly to evaluate how well the delivery system is performing and whether the correct products and services are provided. The value of adequate recruitment, selection, training and education of line managers to execute these objectives should not be underestimated. Success ultimately rests on their coaching effectiveness and their ability to cultivate skill while inspiring their staff to higher levels of performance.