If you run a contact centre or you are a team leader in customer service team then you will be familiar with the challenge of ensuring that each customer is provided with the highest quality of service every time that customers interact with your service team. The customer service teams that achieve the highest NPS scores and customer satisfaction scores are able to deliver a high degree of consistent customer service. Consistency of service means that your contact centre or customer service team is providing service to customers that complies with your company’s service standards and any industry specific regulations.
The key to ensuring that your customer service team is delivering consistent service is to ensure that you have a strong quality assurance and auditing program. With some contact centres handling thousands of calls a day and millions per month the big challenge is developing a quality assurance program that serves the customer and protects your business. In this article we look at the 3 steps that you need to deliver consistently amazing customer service experiences to your customers.
Basics of Consistent Service
In order to ensure consistence of service you need to ensure that your Quality Assurance and Auditing process covers three main areas; compliance to regulations, behaviour and process, de-risk the company. Of course the starting point for ensuring that you are delivering great and consistent customer service is the training and coaching program that you have in place for agents. The quality assurance and auditing that program that you put in place is a constant check to ensure that customer service and contact centre agents are actually doing what they were trained.
A good quality assurance program will check to ensure that agents are using the correct tone of voice and complying with regulations. If you work in a highly regulated industry such as finance ensuring that agents are following procedure is essential to protect customers and the business. Companies that you do not have a strong compliance program face the risk of significant fines from regulators and reputational damage that will affect your customer loyalty.
1. Sample Size
If you want to understand and monitor every interaction that your service team is having with customers then the most basic step is decide on the sample size for testing. Sample size is the key issue for many organisations. It is often the case in our experience that companies can only manage to test around 1% of all customer interactions. If the quality assurance program for your service organisation can only check 1% of customer interactions and the team handles a million calls a month then this is putting your company at risk.
Most companies will decide to choose a sample of customer cases to test for quality. The challenge is to figure out which sample size to collect. Some companies will focus on random case, cases with high touch rates or focus on a particular case type. If as a business you know that certain cases are subject to regulations then you will most likely focus on those cases.
The main challenge is to eliminate as much risk to the business as possible and ensure that all customer needs are being met. With the development of AI technology it is now possible for customer service companies to measure and analyse the vast majority of customer cases. In addition to this with AI technology you can start to look at critical errors across the organisation by analysing text and using speech analytics technology. The In-gage Salesforce app allows contact centres to use AI technology to assist them with quality audits and assessments.
2. Real time Feedback
The ability to use AI technology to measure and ensure that you are delivering great customer service means that instead of quality audits being done after 3-6 months this can be done continuously. The standard quality assurance and auditing program will normally involve endless excel spreadsheets and number crunching with the results taking months to reach agents if at all. It is important that all your quality forms and checks are kept in your salesforce environment.
The most important thing is to get the information as quickly as possible to agents and team leaders. The quicker you are able to get the information across to agents then you can resolve issues faster and protect the customer and business if there any critical errors. If there is long delay in feedback being delivered then this will also have an impact on the training and development of agents. If you are able to get the relevant information to the agent quickly then they are able to self-correct. The information can also be used to update your training and development programs for existing and new agents.
3. Policing or Training Tool?
The next main issue is how is the feedback then used in your service team. There are two likely approaches to feedback; training and development or policing. If your quality program is used a policing tool for agents then this can become a problem in our experience. In order to deliver great service agents need to be highly engaged. It’s important that agents don’t view there team leaders as supervisors seeking to dissect and interrogate there every move.
The most ideal use for the feedback that you receive from your quality assurance program is as tool for training and development. If you find that agents are having trouble solving a particular case type then you can include in your coaching program and update your induction training program for new agents.
It is important that all the feedback that you receive is developed into a systemised coaching program that allows for agents to learn and improve. The key to a good quality program is that it is used to improve the quality of service by helping agents to self-improve supported by continuous training programs.
The In-gage Salesforce contact centre app allows contact centres and customer service organisations to improve their service organisation and prove the ROI of service. In our app we have a quality assurance and auditing tool that allows customer service teams to carry out quality assessments inside of salesforce in real-time with the use of AI technology.