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Call Quality

Call Qual­ity

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.

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