What is call quality? Why is this an important metric?
Leaders in customer service know that every customer contact is a potential sales opportunity, a marketing opportunity, and an opportunity to strengthen a customer’s loyalty to their company. It is for these reasons that call quality is emphasized and monitored at these companies.
Call quality attempts to quantify customer satisfaction with the support received by phone. Unless one listens to both sides of a conversation, however, it’s impossible to know whether customers are receiving the type of quality service that includes accurate information, adherence to professional communication standards, and the feeling of being valued by the company.
Measuring call quality starts by defining the components of a successful call. These components are compiled in a monitoring form listing the criteria by which each call should be evaluated. The best monitoring forms differentiate between standard criteria (those elements that should be included or “standard” on every call, by every rep) and objective criteria (to be carried out to varying degrees based on a rep’s level of experience and ability).
Examples of standard call criteria include opening the call with the appropriate greeting and asking if there are any other issues with which the customer needs assistance. It is reasonable to require all reps, regardless of their level of experience, to include all standard criteria on each call. Objective criteria include things like building rapport and using proactive, service-oriented language. All reps should attempt to do these things on every call, yet we anticipate that these will be carried out more successfully by our more experienced reps.
It is important to complement the call quality criteria of the monitoring form with appropriate questions asked in the customer satisfaction survey. For example, surveys that include questions like “Did the representative explain things in a clear manner?” and “Did the representative ask if there were any other issues with which you needed assistance?” provide feedback that accurately depicts the rep’s communication skills and allows you to correlate call monitoring scores with customer satisfaction.
- Call Center Coaching — How Far Do Responsibilities Go?
- Triaging Customer Service
- The Business Case for First Call Resolution
- What Are Your Contact Center Metrics Really Telling You?
- 30 tips to improve your call quality monitoring — Callcentre helper
- Call Quality Metrics — Voip-info.org
- The Death of Call Quality Monitoring — Callcentres.com.au
- A Quality Call Center begins with Quality People
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