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The pandemic has expedited digital transformation and automation goals across organizations. Contact centers, the typical customer-facing channels for most organizations, have hardly changed in the past few decades. But finally, change is in the air.
Today AI and automation can help contact centers to automate most of the quality management processes and benefit from incremental business value. By implementing quality automation tools, contact centers can deliver significant cost savings while expanding the capabilities of the quality analyst team to provide deeper insights.
Most contact centers experience challenges while monitoring high call volumes due to lack of QA bandwidth, shortage of insights, and inability to understand the customer’s voice. That is where quality automation tools can fill the gap. It enables the QA teams to shift their focus to a large-scale analysis of their contact center performance. This kind of analysis has huge implications. The organization can understand how its agents interact with customers, and how policy or product changes impact the overall customer experience.
Top objectives of contact center quality automation
The quality automation process in contact centers help in two ways at a high-level. It can be used to monitor and improve agent-level performance, and it can be used to evaluate and streamline business-level performance.
Agent-level automation is most used to identify individual coaching opportunities for agents, which misses the crucial insights impacting business performance. The more significant and often overlooked purpose of quality automation is providing business-level feedback that identifies process failures and poor service journey design. When business-level performance is evaluated at the “program-level” or “process-level,” it often leads to less than favourable outcomes. What you get is just a count of the most frequent errors rarely connected to actual business results, issue resolution, or efficiency.
Most fail to drill deeper to identify the root cause of errors. Quality departments frequently fail to address the most critical source of poor performance: variation in the organization’s processes which negatively impact the business, clients, and customers. Quality automation tools can facilitate analysis and help answer specific questions about process variation.
Quality departments should be responsible for answering the questions and providing insights to operations when they identify lagging performance indicators. Other questions to keep in mind are what errors impact performance and what implications they have for other operational metrics, like First Contact Resolution (FCR), Average Handle Time (AHT), Escalation Rate, Customer Effort, Issue Resolution, Customer Satisfaction (CSAT), and Sales.
Innovative technology designers should identify and report correlations between quality scores, specific quality attributes, and key performance indicators of the business and customer experience. The performance should also be measured relative to specific stakeholders like the customer, the business, and the law (especially, regulatory compliance).
Effective quality programs must utilize clean data evaluated for integrity, identify and address both agent-level and business-level performance, and drive performance relative to the customer, business, and regulatory stakeholders for maximum impact.
Download the COPC Whitepaper to get a detailed understanding of the contact center quality automation process and its business benefits.
Get in touch with Uniphore to learn how we can help you build a sound quality automation process for your contact center now.