The idea of call monitoring in the call center is not a new one, but perhaps your approach should take on a new persona. Are you monitoring calls for the purpose of storing those calls or are you monitoring to truly improve the quality of your customer interactions? 3rd party remote call monitoring can play an important part in your strategy if you truly want to improve your outcome.
A BPA white paper, “Why Quality Monitoring is Important for your Call Center”, explores the power of 3rd party remote call monitoring and what it means for the quality of service delivered by your call center. The primary focus is to measure the quality of your interactions beyond capturing the voice of the customer. Yes, it is important to measure customer satisfaction, but how effectively can you provide feedback to your agents if they simply receive a measurement of satisfaction according to the customer base?
In other words, you can’t tell your agents that customers are satisfied for the most part, but the script needs to be changed to improve this satisfaction. Your agents will simply read from the new script and won’t change their approach. 3rd party remote call monitoring aims to provide you with clear documentation on the call itself, allowing you to replay the call in training sessions to demonstrate what works well and what should be avoided.
There is another theory that lends itself to the power of 3rd party remote call monitoring. The Hawthorne Effect was developed in the early 1900s by Harvard professors. The theory suggests that those who know they are being observed will perform better as a result. The theory clearly states:
An experimental effect in the direction expected but not for the reason expected; i.e., a significant positive effect that turns out to have no causal basis in the theoretical motivation for the intervention, but is apparently due to the effect on the participants of knowing themselves to be studied in connection with the outcomes measured.
The theory examines the human psyche in that your employees will perform at a higher level if they know someone is keeping track. It has been scientifically proven that your call center employees will perform at a higher level because they know you are listening to their calls. This is great – but what are you doing with this information?
This question brings us back to the primary focus in 3rd party remote call monitoring – improving the performance of your agents and thus, improving your calls. You must use the monitored call recordings to improve performance or they will simply take up space on your server. To ensure the most bang for your buck, develop a program for improvement that respects your environment and your agents’ time.
BPA suggests that you implement a program that is clear and to the point; integrates the supervisors or managers of the agents; and offers a clear definition of what you want your agents to do. Additionally, you must be consistent, fair, objective and accurate in your feedback. If you miss any of these four components, agents will discount the data gathered in your 3rd party remote call monitoring and fail to improve. Susan J. Campbell is a contributing editor for TMCnet and has also written for eastbiz.com. To read more of Susan’s articles, please visit her columnist page.