BPA Featured Article

Call Monitoring Identifies What's Important to Your Customers

By Tracey E. Schelmetic, TMCnet Contributor
February 13, 2017

Most companies engage in some level of quality monitoring, but given the amount of data the average contact center generates today, it becomes necessary to choose what to monitor, because you can’t monitor it all.

It’s a common mistake for companies to measure short-term metrics. There’s a reason for this: performance bonuses or annual budgets require organizations to look at only the most recent data. Truly great customer support, however, is (should be) a long game, and decisions should be based on how to boost the quality of the customer experience indefinitely, according to a recent blog post by Daniel Adjei, a management consultant for Sprint (News - Alert) Consult Limited.

“Many service initiatives are built upon ‘a fix’—a three-month or one-year initiative to make the organization customer-service focused,” wrote Adjei. “But creating a service culture is not a one-time, skills-training event. It’s an ongoing organizational commitment driven by effective service leaders.”

Trying to meet long-term goals with short-term initiatives is unlikely to work very well. It’s recommended that customer support organizations create a long-term strategic goal and determine how to meet it, and give far less emphasis to short-term goals.

“Once the strategic focus is defined, service leaders need to know exactly how to make the service vision a reality,” wrote Adjei. “This will help leaders identify barriers to service excellence and provide them with rules and practices to create a service culture.”

To put a strategic focus in place, companies first need to determine what’s most important to customers. Is the organization striving to meet internal expectations or customer expectations? This is where it becomes necessary to start listening to the voice of the customer, which is where call recording or third-party remote call monitoring comes in. These technologies and services can help companies focus their efforts on achieving the results most important to customers. It may involve a total overhaul of the contact center infrastructure, or it may simply involve retraining agents to focus primarily on creating customer delight. 

Edited by Alicia Young