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. http://www.impactlearning.com/resources/call%20quality/

1. Call Quality
L
eaders 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.
Measuring call quality starts by defining the components of a
successful call. These components are compiled in a monitoring form
listing the criteria by which each call should be evaluated. The best
monitoring forms differentiate between standard criteria (those
elements that should be included or“standard”on every call, by
every rep) and objective criteria (to be carried out to varying degrees
based on a rep’s level of experience and ability).
Examples of standard call criteria include opening the call with the
appropriate greeting and asking if there are any other issues with
which the customer needs assistance. It is reasonable to require all
reps, regardless of their level of experience, to include all standard
criteria on each call. Objective criteria include things like building
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 our more
experienced reps.
It is important to complement the call quality criteria of the
monitoring form with appropriate questions asked in the customer
satisfaction survey. For example, surveys that include questions like
“Did the representative explain things in a clear manner?”and“Did
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.
To improve call quality:
Make sure reps are familiar with
all the standard and objective
criteria on which they’ll be
evaluated.
Monitor calls often in order
to collect meaningful data,
evaluate the call against the
monitoring form criteria, and
share the results with the team
members being monitored.
Coach team members so that
they understand what it means
to perform above average,
especially in the objective
criteria.
Create customer survey
questions in a manner that
will provide feedback focused
on specific customer service
skills.
For more information contact:
Impact Learning Systems International
☎ 800.545.9003
☎ 805.781.3283
info@impactlearning.com
www.impactlearning.com
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