Today’s rapid growth of purchasing options leaves companies scrambling for their fair share of time in the spotlight. From both direct competitors to new alternatives, customers are increasingly being bombarded with a rapidly growing list of options, diverting their attention away from a company’s brand. In response, nearly every enterprise is ramping up their efforts to enhance engagement with their target customers during brief moments of time when they have successfully grabbed their attention.
Investments in “Customer Experience” are now on the top of the agenda, garnering executive attention and capital investment. In an effort to keep up, top brands have expanded their budgets to focus on people, processes and systems designed to measure and improve a customer’s journey across all channels. Their reasoning is clear: enhanced Customer Experience leads to improved loyalty, lower churn and ability to upsell to returning clients. However, many of these large enterprises neglect to leverage one of the richest resources of customer insights that play a central role in nearly all firms.
If you have ever heard the common phrase, “This call may be recorded for quality assurance” when contacting customer service by phone, you are already familiar with a call center quality monitoring program. Each of these customer interactions is recorded and scored, giving companies the opportunity to evaluate a customer service agent’s ability to effectively serve their customers and in response, provide team coaching backed by valuable consumer insights.
Quality monitoring programs commonly focus on regulatory compliance and basic customer service skills, but a well-designed program integrates behavior analytics that improve agent coaching and provide actionable insights on a company’s customer experience.
Programs that incorporate data on agent performance and data on a company’s customer experience have the largest opportunity to win customers in an option-rich environment. Integrating those insights with other data sources (surveys, speech analytics, website data, social media data) affords companies the ability to mine feedback that can be leveraged to improve customer experience and consequently, increase revenue.
Utilizing quality monitoring programs is easy and cost-efficient because nearly all enterprises already invest in them. Companies simply need a well-designed, behavior-centric quality monitoring program and the ability to aggregate, integrate and analyze data extracted from these efforts. Almost every company can see the value in quality monitoring and the impact it has on coaching team members. However, most fail to leverage this rich data to identify process, product and other enhancements that could have a profound impact on overall performance and KPIs.
Quality monitoring is a consistently untapped resource, but with leveraged insights, companies can drive critical outcomes such as enhanced customer experience and increased consumer data to cut costs and build brand loyalty in a competitive marketplace.
To learn more about how quality monitoring can directly impact your bottom line and how to drive improved business results, contact us.
