A data-driven approach to contact centre CX

10th Dec 2019

The level of customer service expected by consumers has never been higher.

If you want to stay ahead of your competitors and ensure your contact centre agents are performing at their best, it’s essential to have the right technology in place. 

The key to great customer experience (CX) is good conversations. If a consumer has a positive interaction with a customer agent, having their query quickly resolved, then it’ll encourage them to stay loyal to your business. Negative ones, however, are likely to lead to a higher rate of customer churn. In today’s competitive industry, most customers are unwilling to settle for CX that is anything less than great.

Improving customer experience in the contact centre is normally achieved through quality assurance (QA). However, the way that many companies approach QA is archaic, relying on supervisors to manually sift through agents’ calls and highlight issues with their performance. While this strategy may have once been effective, it now has the potential to hold your contact centre back, especially when there are many more effective solutions available. 

Read on to discover how an outdated approach to QA could be holding your business back and why speech analytics, like Vonage’s innovative Conversation Analyzer solution may be the perfect remedy.

Time-consuming and labour intensive

This is arguably the biggest issue with manual QA tactics. Going through an agent’s calls and highlighting each of the mistakes they make is a near-impossible task. Many supervisors only have the time to go through a very small proportion of calls, especially if they’re managing a large team. It’s also a highly repetitive task that requires the listener’s full attention. If their focus slips for a second, then they could easily miss a valuable insight.

Thankfully, Conversation Analyzer automates this traditionally tedious activity. Using advanced speech analytics technology, it’s able to sift through agents’ calls and dig out the most important insights. This saves supervisors time and energy, allowing them to simply look through the findings rather than trying to listen to every call manually. There’s no need for QA to be as arduous a process as it’s traditionally been.

A lack of reliability

As mentioned above, most supervisors simply do not have time to listen to every one of an agent’s conversations. If they are only assessing a sample of an agent’s calls, then it is unlikely they will get a full picture of their performance. Perhaps the calls they are reviewing were from an off day? What if the agent had to deal with particularly difficult customers during this time? Without assessing each call, it’s impossible to understand fully how agents are succeeding and where they have room to improve.

Conversation Analyzer removes this issue. It assesses every call, highlighting the ones that require attention from the supervisor. It is also able to highlight trends in an employee’s performance, so you can separate one-off mistakes from repeated incidents. This information can be invaluable when it comes to helping your agents reach their full potential.

Surface-level insights

The QA forms used by companies when assessing employee performance are often rigid. The metrics considered may include whether a specific product is mentioned, the agent’s tone of voice and the rate at which calls are resolved. While these can be helpful when analysing calls, they don’t tell the full story. Contact centre interactions can be incredibly situational and it’s impossible for a single set of metrics to be relevant to all circumstances.

Vonage’s Conversation Analyzer solution boasts a certain level of nuance that’s missing from QA forms. For example, by connecting with your contact centre’s customer relationship management (CRM) platform, it can track customers’ relationships with your company. This makes it easier to see whether a particular behaviour from an agent leads to a customer purchasing or renewing a product or abandoning your business.

Does not promote employee growth

As mentioned, QA forms are held back by the level of insight they can provide. This leads to the training needs they uncover being similarly poor. If agents are only measured on the metrics mentioned above – such as whether they make customers aware of a new product – then the training is likely to focus on these areas as well. This leads to employees being encouraged to approach CX in a way that is less focused on providing an overall positive experience and more on hitting targets. 

The insights provided by Conversation Analyzer lend themselves to effective agent training. This is because it assesses several aspects of the agent’s CX, such as their tone of voice and the language they use. Not only can these insights be used to correct mistakes agents make, but they can also inform the training of new agents, allowing them to hit the ground running.

Final thoughts

If you want to ensure your customer agents receive the support they need to flourish, then Conversation Analyzer is a solution worth investigating. With a range of advanced features, including CRM integration, advanced speech analytics and trendspotting, it can have a huge effect on how your contact centre functions.

Want to know more? Download Vonage’s new whitepaper, ‘Are Your Contact Centre Agents Behaving Properly?

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