Ian Bevington, Oak Innovation
Understanding the customer
It goes without saying that any call centre measure must begin with a good understanding of the customer and their expectations. Too many organisations base their decisions on assumptions or out-dated information. Now may be a good time to carry out a customer satisfaction survey or run a focus group.
In most organisations, metrics are also defined by internal considerations, for example, adherence to policy or compliance. This may necessitate engagement with the leadership team to understand their attitude to managing risk.
Once you have a good understanding of customer and organisational requirements you are ready to develop your scorecards. In some call centre environments all calls can be scored in the same way using a single scorecard. Others may have multiple call scenarios, each necessitating their own tactics and evaluation criteria.
Option 1: Simple activity-based evaluation where each element has a binary answer, for example:
- Did the agent say good morning / good afternoon?
- Did the agent identify themselves by name?
- Did the agent invite a customer response?
Activity based scoring may result in your agents sounding like they are working from a script. This is unlikely to enable them to build a rapport with the customer. In addition, a binary answer may not capture satisfaction, for example, an agent who answers the customers question but fails to do so in a concise way.
Option 2: Is an outcome-based scorecard where evaluation is based on results, for example:
- Did the agent successfully greet the caller?
- Did the agent manage to build a rapport with the customer?
The drawback with this approach is that the evaluation becomes subjective and may not be applied consistently. To an extent, this can be overcome by documenting a scoring system with examples as reference points.
Once criteria is set, you can apply weighting to build a balanced view of interaction. Your customer satisfaction survey may help to prioritize criteria and apply appropriate weighting.
Closing the loop
A good Quality Management solution will allow you to share best practice examples of each call scenario across a team to support continuous improvement. In addition, best practice examples provide a great basis for training new starters. Future customer satisfaction surveys and focus groups will enable you to track improvement and develop criteria to address weaknesses.
How Can Oak Help?
Oak Innovation is a provider of call reporting, call recording and quality management solutions. We make it easy evaluate calls, share best practice and support continuous improvement. To find out more https://www.oakinnovate.com/solutions