“The measure of intelligence is the ability to change.” —Albert Einstein
Contact centers have to be willing to change and evolve to continue delighting their customers. After all, 45% of customers will never shop with a brand again after two horrible service experiences, and 63% of customers fall in love with brands because of excellent service (Gladly 2021).
So, how do you keep up with these rising expectations in 2021 and beyond? You must evolve your quality assurance (QA) framework in the contact center.
We’ve already discussed moving from an operational QA framework to a tactical QA framework, but now it’s time to shift and examine the requirements for a strategic QA framework.
A strategic framework moves your contact center from focusing on day-to-day short-term goals to developing overarching, long-term strategies for success. And by doing this, you’ll improve data collection and interpretation to achieve positive results.
To fully understand a strategic call center QA framework, let’s first review the operational and tactical approaches. Many call center processes overlap across these frameworks, so identifying which stages your business is working through will help inform smarter benchmarking and more specific, goal-oriented decision-making.
To evolve your contact center toward a strategic QA framework, you must look beyond your internal operations and workflows. Instead, you must consider all critical influences—the customer, the client, and the agent—to seamlessly collaborate for success. This means focusing on the long-term impact of your contact center’s actions by analyzing, interpreting, and sharing QA data.
A strategic quality assurance framework in action is focused on:
With a strategic QA framework in your contact center, you’ll go from:
scores to behaviors,
telling to learning,
micro-management to mutual respect,
assuming to listening,
and “always the same” to “always evolving."
The result? Happier customers, more engaged employees, and a more efficient contact center can be excellent for your bottom line. But don’t just take our word for it.
So now that you understand the strategic QA framework let’s talk about how to implement it. It’s not as simple as using basic quality assurance scores; you must focus on actionable behaviors. This means measuring and analyzing the correct data to deliver business results.
First, identify which QA framework your contact center uses: operational, tactical, strategic, or a mix. Most call centers rarely, if ever, fall exclusively under one framework—there is constant overlap and shifting. So, look carefully at what type of QA data you currently collect, how you do it, and what you use it for.
Then, determine if you’re ready to evolve to the following framework. That means you have all the processes, tools, and systems to handle the adjustment. You also need senior leadership buy-in (we will discuss this later).
Next, start outlining what strategic quality assurance looks like for your contact center. This is highly tailored to your organization, customers, and long-term goals. Start by answering eight questions with as much detail as possible.
Then, take the answers to those questions above and decide precisely what strategic goals impact the bigger picture. There are many options, but we’ve outlined four of the most common strategic QA goals below.
Strategic QA works best when it's implemented from the top-down. Senior leadership (including the C-suite) should work with QA managers and supervisors to influence employee buy-in at all levels. That’s because, many times, key data findings will indicate a need for culture shifts that can be difficult to implement without leadership leading the charge. Top-down strategic QA is required to see the significant revenue growth that’s possible.
Constant evolution is the future of call center QA. While it is expected that call center leaders may find themselves engaged in different areas along the quality assurance journey, refusing to evolve strategically in this fast-growing industryis a failure. Developing through operational, tactical, and strategic frameworks is a success.
In the end, your goal should be to think as strategically about your quality assurance as possible. Through this complex data analysis, you’ll bring clarity to your contact center and how it fits into the whole organization. Only then can you genuinely meet customer satisfaction standards and improve ROI.
Call centers are essential to building brand loyalty, improving efficiency and productivity and facilitating growth. Download the Guide to Understanding Call Center Quality Assurance Frameworks to explore all three call center QA frameworks and learn how to start implementing strategic QA across your call center.