Contact Center Quality Management: Automated vs Traditional Approach

Quality management is important in every business. It is even more important when you are running an internal contact center for a firm in the services sector. Whether your firm’s services are financial or legal, your contact center is a huge determinant of customer satisfaction which in turn determines sales.

Some reports estimate that contact centers in huge countries like the US sometimes record over 300,000 hours of audio daily, for quality assurance purposes. 

To analyze all these data, companies can choose either traditional or automated quality management processes.

In this article, we'll be comparing the automated and traditional approaches. The intention of the article is to help in making the decision to opt for a digital transformation of your call centre’s quality management process.

Extent of Evaluations

Traditional quality management cannot handle all estimated 300,000 hours of daily recordings. While this number will be significantly smaller in Europe’s smaller companies, the problem remains. The most efficient quality assurance team can’t even feasibly handle hundreds of calls daily. Traditional Quality Assurance (QA) processes can only select calls at random. With randomization, it is pretty hard to obtain accurate analytics.

Every customer call is much different from the other. Customer A could be hot-tempered but calling about a simple issue. Customer B could be mild-mannered but calling about a complex issue. It is impossible to make a correct evaluation of the customer care representative’s performance from their responses to customer B alone.

This is what makes automated quality management important. With automation, you can obtain detailed analytics of every call your call center receives. The increased insights allow you to make better decisions towards customer satisfaction.

Lead Time for Performance Evaluations

Traditional quality management takes time. QA inspectors, no matter how diligent they may be, can only review a few calls one parameter at a time. Manually reviewing agents one after the other takes up an awful lot of time.

Agents under review, if flawed, will continue to work with those flaws. And even worse, agents in line for review continue to work with undetected flaws. All of these may negatively impact your business.
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With automated quality management, you can review your agents in much shorter times, detect and remedy flaws before much damage is done.

Objectivity of Evaluations

With traditional human QA inspectors, there is the ever-present risk of bias. It is not uncommon for an employee to get a bad review for rubbing an inspector off the wrong way. Even worse, flawed call agents could get pass marks and would continue to undermine your customer experience metrics.
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With automated quality management processes, there are no such risks. Algorithms do not have emotions and will evaluate purely based on facts only. The more objective the assessment of your call agents are, the easier it is for you to spot flaws and remedy them.

Overall Customer Satisfaction

With the slowness and unreliability of traditional quality management processes, your company will inevitably experience some problems with overall customer satisfaction.

With automated quality control working optimally, you can quickly detect unwanted behaviors in your human call agents and subject them to necessary coaching. As is the case with other AI tools, when you employ Automated quality management tools, you are bound to experience a significant increase in overall customer satisfaction.

See also

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