[ Charting a Course for an Analytics-Driven Quality Program ]

Discover crucial insights into customer effort and agent performance with an analytics-driven quality program.

Contents

Charting a Course for an Analytics- Driven Quality

Program

1Behold the Evolution in Quality

Management

2No. 4: Use Voice of

the Customer to Improve Customer

Engagement

6No. 1:

Begin with a Program

Assessment

3Manifesting

the Customer-Centric

Organization

7Verint: Empowering Quality Management

through Speech Analytics

8No. 2:

Understand Customer

Needs

4No. 3

Put Insights into Action

5

Charting a Course for an Analytics- Driven Quality Program

Many companies operate under a false sense of security that all is well in the

contact center quality department when customers would argue otherwise.

Often, there is a gap between the metrics and measurement of internal contact

center quality programs and customer expectations. For example, while an

organization’s internal quality management scores may show the performance

of certain agents or the contact center as a whole is rated highly, other metrics

—such as Net Promoter Score® (NPS) or first call resolution rates—can reveal a

disconnect in customers’ perceptions of customer care.

If your organization has a quality management score of 90 percent and an

NPS under 70, you are experiencing this disparity firsthand. Great QM scores

may indicate internal processes are being precisely followed in the call center,

but may not be reflective of how your customers view your performance.

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Behold the Evolution in Quality Management

There’s an evolution in quality management underway. The focus? Tapping the voice of the customer (VoC) and transforming quality management to be definitively customer-focused and outcome-based. It’s about aligning business optimization with what’s top of mind with your customers and your business’ strategic objectives.

For example, a speech-driven approach can make quality management a powerful business optimization tool. However, bringing this new paradigm to your quality management program requires new tools and new thinking.

This guide can help you chart your course on the speech-driven quality

program path to put you well ahead in the customer experience race.

What changes are needed to be more customer-centric?

Your customers already know and they are telling you every day.

Are you listening and responding to their feedback?

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No. 1: Begin with a Program Assessment

What does a great interaction between a customer and your

organization look like? Would your internal staff provide a

different response than your customers?

It’s important to assess your quality program metrics and measurement in

their current form. Calibration among internal and external expectations is

key. Calibration internally is a challenge that should be met first. Once internal

stakeholders are in agreement, they can next evaluate how they align to

customer expectations.

A needs assessment—a systematic process for determining and addressing needs or “gaps” between current outcomes and customer expectations—can be helpful. The assessment should consider the following:

• Do your quality program metrics and measurement take into account the total customer experience, or are they merely “check box” quality metrics?

• Do you use after-call surveys and Net Promoter Score?

• Does your quality program include the voice of your customer? To what extent?

• When you obtain customer feedback, where do you include the results?

• What process changes have been made as a result of feedback received?

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No. 2: Understand Customer Needs

Are the quality criteria you are tracking and managing actually

important to your customers?

Understanding the things that are important to customers must be the

yardstick for your quality management program. Ignore these needs at your

peril! Customers have high expectations for customized levels of service.

They want brands to know them and value them.

By paying attention to aspects of customer and business significance,

quality management programs can drive greater and more relevant impact.

And, by understanding the things that are most important to your customers,

you can go beyond serving them. You can anticipate their future needs and

inspire their continued loyalty by providing value in new and different ways.

Analytics-driven quality supports today’s key customer directives:

[ know me ] Become intimately familiar with how customers

perceive their experience at all points throughout the

customer journey and across all customer segments.

[ understand me ] Provide a greater, more in-depth

understanding of customer wants, needs and pains to ensure

organizations can meet and exceed customer expectations.

[ value me ] Ensure customer feedback is fully leveraged to

effect change in the organization.

[ empower me ] Enable more effective use of enterprise

resources for quality management.

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No. 3 Put Insights into ActionA speech-driven quality management approach automates data collection, analysis, and workflow associated with closed-loop corrective action to help make insights actionable.

Focus and follow-through are vital in translating VoC insights into action.

It’s important to react to the right things—understanding what activities to engage

in to produce the greatest returns. A speech-driven quality approach helps you

understand which issues of statistical significance merit focus, and can also enable

discovery of the root cause of customer dissatisfaction and other business issues

while removing human bias.

Follow-through relates to the question: What do you do with your quality,

NPS, and after-call survey results? It’s challenging to discern which agents

need coaching, and to prioritize and schedule coaching sessions. A speech-

driven quality approach can provide an external feedback score and provide

an automated coaching schedule to kick off these corrective actions. As well,

the ability to provide specific feedback supports individualized performance

management for more effective coaching.

Making Quality Actionable

• Alter and improve employee behaviors to optimize customer service.

• Change processes downstream in the organization that impact customer experience.

• Understand the impact of employee behaviors on end-to-end processes.

• Coach agents on the best means to interact with customers to cultivate feelings of being known and valued.

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No. 4: Use Voice of the Customer to Improve Customer Engagement

Quality management that is customer-focused and outcome-based

gives organizations insight to align upstream and downstream

processes and continually evolve to meet customer needs.

For hiring, this insight allows organizations to identify specific “winning” skills and

behavioral traits to help ensure organizations recruit and hire agents that exhibit

the best skills match and background.

For training, it provides guidance on the skills and traits to emphasize and

reinforce for each agent’s development. It can also influence related activities,

such as workforce management, to help ensure the requisite amount of training

time is scheduled for agents to achieve proficiency in these areas.

It also supports change in other departmental processes that impact the

contact center and customer experience. For example, fulfillment operations

can be revamped if it’s revealed that slow shipping times or confusing Return

Merchandise Authorization procedures are irking customers.

The Calibration Quandry

When it comes to quality management, do you need to do more with

less in your organization? The answer is most likely a resounding YES.

A speech-driven analytics approach can eliminate human bias and emotion

from quality management so you can spend less time on calibration and

optimize the use of your human capital to focus on more value-added

activities, such as risk-based quality or focused audits.

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Manifesting the Customer-Centric Organization

Business visionary and former chairman and CEO of Intel Andy Grove once said: “Businesses fail either because they leave their customers or because their customers leave them!”*

The discipline of quality management is vital to ensuring businesses remain relevant and responsive in the eyes of their customers. After all, in the end, quality management is only as valuable as the impact it has on customers outside the organization.

Keeping the organization in alignment with customer expectations is a rigorous undertaking. A speech-driven quality approach can quickly expose your organizational strengths and weaknesses in satisfying customers’ needs.

It also provides the construct for continuous improvement of the customer experience—in the contact center and beyond—so that you can respond quickly to

customer needs to reinvent or realign how you do business.

* Only the Paranoid Survive: How to Exploit the Crisis Points that Challenge Every Company, Andrew S. Grove, Doubleday, 1996.

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Verint: Empowering Quality Management through Speech Analytics

Verint® can help you bring a speech analytics-driven quality management approach to your organization to support the ability to “listen” to all calls, automate the aggregation of these interactions, and categorize them into topics of business relevance to support process improvement and agent performance. With speech-driven quality management, the customer-centric organization can become a reality.

Contact us to learn more about how analytics-driven quality can help you on your journey to becoming a Seriously Smart Organization.

Resources for an analytics-driven quality management program:

4 Ways to Transform Quality Management with Speech Analytics

Speech Analytics Datasheet

Analytics-Driven Quality Datasheet

Analytics-Driven Quality Management

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