Are Contact Center “Quality” Scores Improving the Service You Provide?

Client experience.jpg

Contact Centers are notorious for having multiple metrics to track the performance of its employees. One of those, would be the “quality score”. Many quality programs leverage; “the list” and “score” to assess the impact of the service it provides. However, most of these programs have a negative impact on the service experience. Not every interaction needs the same approach. Every interaction is unique and should be treated as such. By just saying someone’s name three times to having to mention alternative services is not making the interaction positive. Listening to the specific needs of the client, determining the best approach is what you are paying your associates to do and what your clients expect. 

I had one experience where an associate used pennies for each conversation, sliding the penny across the desk when they had met something on the “list” – whether it was needed or not to help the client. Having listened to multiple interactions where you could tell the client was so frustrated, wanting the interaction to end and the associate continued so it would be deemed a great interaction. When in all reality it was not. I have also called into organizations, knowing very well they have a list to go through. Most times I will ask them if we have hit everything on their list, not good! Associates are just complying with the program that has been put in place.

A recent discussion with an organization, I had asked if they were aligning the internal “score” to external surveys. They like many companies had not. The “score” is an internal measurement, the list and score created to assess the interaction. 

The most important metrics are 1st contact resolution and net promoter score (NPS).  Not an arbitrary score created by a few internal folks. When a client calls, it is the moment of truth for any organization. Most likely the client has already attempted to do their business on the web, mobile app, etc. They need help, specific to them, not a list of items. They probably do not want to contact you again and need their issue resolved the 1st time.  Listening to interactions is certainly important, but aligning it to a list or number, is going to just give you just that, a number. You can celebrate the number, but it is really assessing how well you are doing overall?

Break away from your lists and scores. Identify a behavior based program, focusing on great interactions and opportunities to change the conversation. Rely on your talented folks to assess the client’s needs and determine the best approach, it is what you hired them for. Ask your client about how the interaction went and would they promote you based on their experience. Evaluate if the client had to call back and why. Based on my experience, not only will you improve your client experience, you have a high probability of increasing your employee engagement as well.