As the demand for quality customer service increases, call center managers are constantly bombarded by Quality Assurance companies. Those companies propose to smooth out the so-called “bumps in the road” often experienced when managing QA. This article is going to look at the quality analyst job description, and requirements. Despite the flashy websites, impressive resumes, and long lists of repeat clientele, it is most important to know what you want and how a particular Quality Assurance Company will meet your requirements. With that said, why would you bother evaluating 100% of your calls when a highly reputable company like Call Criteria uses dynamic algorithms and a dedicated team whose sole existence relies on your success and agent growth? While we’re busy reviewing and analyzing your agents’ performance, you could be busy reallocating those resources to take steps and coach and re-train your agents using actionable data made available to you.
So what are the Roles of Quality Analysts for Call Centers?Generally, the responsibilities of a quality analyst or quality management professional are to measure compliance against established expectations of agent behavior. Therefore improving user satisfaction. Quality requirements will differ depending on your business. Each will have its own quality guidelines and quality assurance standards. That can be anything from communication skills, following scripts, meeting the user expectations (the caller), ensuring they are professional, etc. Anything that you feel is essential skills for your agents and customer service team, quality analysis agents will check. Therefore, if your business is compliance-oriented, your quality assurance team will evaluate your agents’ behavior against a scoring form. If, on the other hand, customer experience takes reign as the main concern of your business, your quality analyst might then use tools that survey your customer’s experiences directly using phone and email surveys. Listed below are the main roles of a quality analyst in a call center.
1. Monitoring callsYour call center processes a lot of customer requests throughout the day. Therefore, to ensure that your call center agents are interacting with customers in accordance with your company’s set guidelines and are serving your business’ best interest, quality analysts will monitor calls to measure performance and facilitate your business’ strategic objectives and requirements A quality analyst may listen to calls in 3 ways; live, recorded, and side by side while communicating feedback to encourage and discourage certain practices. Quality analysts basically work on a continuous process of evaluating and identifying key behaviors and defects that drive, or reduce, sales, and improve customer experience. In the case that a quality analyst detects broken internal processes, skills gaps, and poor workforce scheduling, it is his/her role to make an informed decision on how to bridge the gap, improve the workforce scheduling, correct broken internal processes, and even alert other areas of the organization that will be impacted by these changes.
2. Assess agent performanceYour call agents are at the front line of your business in terms of effectively representing your products, resolving issues, and answering customers’ questions. But do they show enthusiasm when talking to your customers? Are they friendly and knowledgeable? Most importantly, can they effectively close a sale? The above-mentioned factors make a huge difference when it comes to customer interactions. Therefore, to facilitate high-level customer service, a quality analyst will assess agent behavior, counsel, and coach them to reduce negative customer experience, wastage of time and resources, and agent attrition. A quality analyst will also assess your agents’ interaction with customers against a set of quality standards, including subjective components such as soft skills and courtesy. Perhaps one of the most challenging tasks, however, is identifying historical trends through data analysis, which can help you determine which agents require more attention and those that require less. Call Criteria can do just that by identifying those agents who require increased coverage and analysis.
3. Monitoring trendsAn analyst will study what other firms within the call center industry are practicing to improve customer relations. The analyst can then take the acquired information and incorporate it into a customized solution for your business. Staying on top of industry trends will help your business optimize customer relations and outperform competitors. It is essential to monitor trends within your own call center(s) on an internal QA level, such as month over month agent performance metrics and top missed points at the agent or organizational level. Below are some highly dynamic tools that can be used to analyze and monitor trends with a 3rd party QA option like Call Criteria:
4. Technological responsibilitiesSince call center technology is constantly evolving, it can be difficult to keep track of all the changes. Therefore, a quality analyst takes the load off your back by identifying and implementing tools targeted towards improving internal processes within your business, identifying the quality of customer experience, and your business’s general performance. QA analysts will also use statistical methods to take proper samples of calls received by your agents and then create a report from the study results. For instance, a QA analyst will listen in on every agent at least three times a day but randomly choose particular calls for monitoring. Plus, tech-savvy monitoring software availability means that they don’t always have to listen to live phone calls and can instead record phone calls for monitoring later. In particular, the latest development in call center technologies includes the speech analysis software, a program that can detect minute changes in a speaker’s voice, thus adding a human element to your IVR or IVM system. Therefore, a QA analyst would integrate this speech analysis software into your system to soften the edge of your automated responses and ultimately put you in a better position to provide a positive customer experience. Something else to seriously consider is whether or not the QA provider you’re looking to hire can integrate with your current dialing technology as seamlessly and painlessly as possible, as well as whether or not they have the capacity for API integration and can complement your existing tools and technologies.
5. Competitor call center analysisA competent quality analyst from an equally competent firm like Call Criteria will objectively compare your company with your competition. He/she will provide an impartial means to measure your company’s strengths and weaknesses against your competitors in the market. Once your main competitor is identified, the QA will create a competitive analysis program and be set to communicate with you regularly. A well organized competitive analysis program can keep your business ahead of the rest and make your contact center the best in the market.
6. Design evaluation programsDepending on your company’s objectives, a quality management and development team may be responsible for picking the most effective performance metric for your business to analyze. He/she could decide to count the number of times an agent uses the customer’s name (this helps to add a touch of personal attention), or the QA could compare call center agents’ performance to the standard scripts for calls. Either way, your quality analyst should be able to identify the most effective way to evaluate performance. From the above list, it is clear that a quality analyst’s main roles are to evaluate and score agent to customer interactions to identify key behaviors that drive sales and improve customer experience. These roles have significant benefits to the general well being of your business; the benefits include:
- Business risk reduction
- The improvement of your overall contact center performance
- The improvement of call, voice, and email quality made by your agents
- A continuous improvement in your contact center’s processes – internal and external
- Reduction of agent attrition
- Highlighting areas of risk within your business
- Identifying and addressing potential customer interaction issues
- Increased customer satisfaction and improved sales closings