Measuring call quality
By understanding the relationship between
what happens in the conversations with customers, and the
consequences of those conversations in terms of customer behaviour,
customer satisfaction and customers’ future intentions,
it is possible to define measures to assess those conversations
that will positively help and drive your call centre to be
able to deliver a better quality experience to customers.
As a general rule, the more confidence a
call centre has in the objectivity and accuracy of a performance
measure, the more willing it is to link performance to payment
and/or service credits. For both of these reasons, specialised
and independent consultants are often the best way to manage
the quality assessment programme.
The conversations selected for analysis must
be representative of all the calls taking place in the centre,
they must be recorded and retrieved unobtrusively so that
agent behaviour is not affected by the process, and the sample
must be drawn in a way that ensures its integrity.
Whilst the sample must be rigorously specified
in order that it can form the basis for robust conclusions
to be drawn, the absolute size and scale of the quality assessment
exercise need not be enormous. The well-known and understood
principles of statistical sampling theory can be applied in
order to determine the appropriate size and form of the sample.
Sampling theory, properly applied, allows robust conclusions
to be drawn from relatively small sample sizes.
Even in a large contact centre handling hundreds
of thousands of calls each month, a properly selected sample
of 400 – 500 calls can deliver results that are accurate
to within plus or minus 5% or better, and rather larger sample
sizes provide even greater confidence in the accuracy of the
Callrica measures call quality by creating
typical call scenarios. These call scenarios are typical reasons
why a customer contacts the organisation. It could be a query
about a delivery or a new customer wishing to open an account.
Each call scenario tests the organisation's
ability to provide the caller with the appropriate level of
service and information.
Together with the organisation, Callrica
will define and weight critical call scenarios. Once the scenarios
are defined, Callrica prepares calling scripts that present
the scenario to call centre agents. Using a team of call auditors,
Callrica will track the response received. The responses are
then tabulated and reported on.
Whilst in principle understanding and applying
this model of call quality is not particularly complex, in
practice it requires considerable expertise and specialized