BPA Featured Article

Quality Monitoring Becomes Complex with New Channels

By Tracey E. Schelmetic, TMCnet Contributor
March 02, 2017

Once upon a time, it was rather easy to keep track of the quality of customer interactions. Customers either met with representative in person as they shopped, or they picked up the telephone. (Go back far enough, they wrote letters.) With only two channels, in-person and in-telephone, a bit of call recording and note-taking was a good way to monitor quality.

Fast-forward to 2017, and customers have a nearly limitless way to buy and interact with companies. (Millennial customers aren’t even buying wine in wine shops anymore: new models like the Tasting Club build a profile of buyers’ tastes and send them sample boxes frequently, and customers interact with the company via mobile app.) With all these possible touchpoints for customers, keeping track of the customer relationship’s quality is a bit like keeping track of every grain of sand on the beach.

Quality monitoring is no longer the easy two-channel prospect it once was. Quality data needs to be collected from many points – voice, email, chat, mobile app, social media, in-store interactions and more – and centralized so it can be “put together” like puzzle pieces into a complete picture of quality. For all but the largest companies, professional help may be required to continue hearing the “voice of the customer.”

Independent contact center quality monitoring and evaluation, which is provided by third-party remote call monitoring services companies, focuses on providing accurate and actionable feedback that supports the delivery of exceptional customer service and experience. Most important, it collects monitoring data and provides feedback on all channels customers are likely to use, including inbound and outbound telephone channels, chat, email and social media as well as more traditional voice of the customer sources such as customer surveys, providing clients with the data, trends and actionable items companies need to make crucial business decisions regarding their customer engagement.

Third-party remote call monitoring service providers can help companies monitor quality in a number of ways, by:

  • Offering independent, unbiased, transparent and objective call, chat and email format monitoring and evaluation;
  • Delivering specific actionable insight and intelligence that helps enhance the customer experience and customer engagement, driving performance excellence and increasing return on investment;
  • Obtaining expert independent evaluations to support regulatory and compliance adherence requirements;
  • Providing contact center managers with better material and more specific feedback with which to coach agents to improve engagement, performance and customer satisfaction; and
  • Offering insight into the customer experience that can help drive improvement to key performance indicators.

Increasingly, there are too many places for the average company to look when it comes to monitoring quality. Technology can go a long way, but it may collect only raw data rather than actionable insight. By asking for help from outside organizations, companies can gain a more complete picture of their current performance and identify ways to take customer engagement to the next level. 

Edited by Alicia Young