A positive customer experience (CX) can be a major competitive differentiator. According to recent PWC
research, 1 in 3 customers would walk away from a brand they love after just one bad experience. On the other hand, organizations that deliver great customer experiences can charge a 16% premium to their customers, while still maintaining customer loyalty.
At the same time, employee experience (EX) is paramount, especially in historically high-turnover industries like the contact center. According to the 2022 CallMiner CX Landscape Report, 99% of senior contact center decisionmakers understand that EX is important to CX. Retaining top performers and providing proper coaching and training opportunities can not only save costs, but also improve both the employee and customer experience.
So, how do you maintain customer-centric standards around contact center quality, with an eye toward EX? Quality assurance (QA) and quality monitoring (QM) are some of the most important tools for contact center management. But today, most organizations have a large disparity between the number of QA analysts and contact center agents.
This means QA is predominantly done via manual reviews for a random sample of interactions. Typical QA analysts can often only listen to 3 to 5 random calls per agent, per month — less than 1% of overall interactions. What about the other 99% of customer interactions? Plus, manual listening takes time that could be spent upskilling analysts or redeploying them in more strategic areas.
Even so, it’s impossible to fully automate QA overnight, nor should you focus on that as a goal. On the journey toward automated QA, organizations should strive towards automating step by step, or taking a hybrid approach— retaining certain manual processes, while achieving quick wins, measuring success, and expanding from there.
Certain facets of CX will always demand the human touch. Achieving the QA ‘X factor’ requires focusing on how to appropriately deploy AI and automated or hybrid QA to support your business where it is today, as well as drive toward a cycle of continuous CX improvement.
This article is posted at callminer.com
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