Understanding Quality Assurance Challenges

Most conventional Quality Assurance Programs haven’t changed much in 20 years. Many organizations sense that they’re not working, or that they’re not getting value from them, but they don’t understand why.  At the end of the day, organizations are trying to improve results in a call center, but are struggling to use their QA organizations to help them to do so.


 

So what's wrong with today's conventional approach to Quality Assurance?


  1. Measuring the Wrong Behaviors. The behaviors that Quality measures often just don’t matter when driving key performance indicators, such as Customer Satisfaction, Sales, Retention or First Call Resolution.

  2. Turning Valuable Reps into Robots. Quality often turns reps into robots, forcing them to follow a checklist of behaviors rather than listen to the customer and drive an experience that rewards the spirit vs. the letter of the law.

  3. Calibration is Not Measured. It is often unclear and almost always unquantified how well calibrated an organization is. Most organizations aren’t as well calibrated as they think. And if Quality isn’t calibrated, who is going to believe their scores?

  4. Faltering Frontline Relationships. Many reps resist, resent or at best tolerate Quality’s feedback, but rarely actually change their behaviors in positive ways.

  5. Leadership Isn’t Listening. Leadership often dismisses Quality’s insights because they are ineffective in helping them understand what behaviors are driving key performance indicators.

QA Facts

  • 9 out of 10 quality assurance programs measure behaviors that have zero correlation to the most important key performance indicators.

    QA Audit, Weber Associates
  • Only 31% of organizations closely monitor the quality of interactions with targeted customers
    Forrester Research
  • In surveys of call centers, only 35% of reps view their quality program as a valuable tool in helping them achieve their performance goals
    QA Audit, Weber Associates
  • 86% of consumers quit doing business with a company because of a bad customer experience, up from 59% 4 years ago
    Harris Interactive