Lead­ers in cus­tomer ser­vice know that every cus­tomer con­tact is a poten­tial sales oppor­tu­nity, a mar­ket­ing oppor­tu­nity, and an oppor­tu­nity to strengthen a customer’s loy­alty to their com­pany. It is for these rea­sons that call qual­ity is empha­sized and mon­i­tored at these companies. Call qual­ity attempts to quan­tify cus­tomer sat­is­fac­tion with the sup­port received by phone. Unless one lis­tens to both sides of a con­ver­sa­tion, how­ever, it’s impos­si­ble to know whether cus­tomers are receiv­ing the type of qual­ity ser­vice that includes accu­rate infor­ma­tion, adher­ence to pro­fes­sional com­mu­ni­ca­tion stan­dards, and the feel­ing of being val­ued by the company.

1. Call Quality
L
e
aders in customer service know that every customer To improve call quality:
contact is a potential sales opportunity, a marketing
opportunity, and an opportunity to strengthen a Make sure reps are familiar with

customer’s loyalty to their company. It is for these reasons that call all the standard and objective
quality is emphasized and monitored at these companies. criteria on which they’ll be
evaluated.
Call quality attempts to quantify customer satisfaction with the
support received by phone. Unless one listens to both sides of a
Monitor calls often in order

conversation, however, it’s impossible to know whether customers
to collect meaningful data,
are receiving the type of quality service that includes accurate
evaluate the call against the
information, adherence to professional communication standards,
monitoring form criteria, and
and the feeling of being valued by the company.
share the results with the team
Measuring call quality starts by defining the components of a members being monitored.
successful call. These components are compiled in a monitoring form
listing the criteria by which each call should be evaluated. The best Coach team members so that

monitoring forms differentiate between standard criteria (those they understand what it means
elements that should be included or “standard” on every call, by to perform above average,
every rep) and objective criteria (to be carried out to varying degrees especially in the objective
based on a rep’s level of experience and ability). criteria.
Examples of standard call criteria include opening the call with the Create customer survey

appropriate greeting and asking if there are any other issues with questions in a manner that
which the customer needs assistance. It is reasonable to require all will provide feedback focused
reps, regardless of their level of experience, to include all standard on specific customer service
criteria on each call. Objective criteria include things like building skills.
rapport and using proactive, service-oriented language. All reps
should attempt to do these things on every call, yet we anticipate
that these will be carried out more successfully by more experienced
reps.
For more information contact:
It is important to complement the call quality criteria of the Impact Learning Systems International
monitoring form with appropriate questions asked in the customer % 800.545.9003
% 805.781.3283
satisfaction survey. For example, surveys that include questions like
info@impactlearning.com
“Did the representative explain things in a clear manner?” and “Did www.impactlearning.com
the representative ask if there were any other issues with which
you needed assistance?” provide feedback that accurately depicts
the rep’s communication skills and allows you to correlate call
monitoring scores with customer satisfaction.