In a recent blog, I touched upon the idea that some Contact Center Operations have a negative impression of deploying automation in an environment where Customer Service is critical. The idea is that intercepting every customer interaction with a real human will automatically create a great experience for the customer, and presumably for the brand.
However, with most organizations’ sights on creating an exceptional customer experience, the rate at which many brands grow easily outpaces their ability to keep up. Gaining more customers typically results in more requests for support, information, or general knowledge.
Any service-based industry – ultimately, every organization is a service-based industry – will at some point or other be forced into deploying a level of automation to keep up with the demand.
As operations struggle to deal with the increased customer demands, the QA process is often the first shortcut taken when Contact Center operations grapple with the growing demand for services. In my opinion, taking this shortcut is a mistake.
As demands increase, the need for more focused Quality Assurance (QA) practices is no longer a luxury, but rather, a critical aspect of the overall operation. Your brand depends upon it and the focus on Customer Engagement demands it.
Regardless of the Operation’s desire to create a high-touch, personal experience by purposely avoiding any automation, there will come a point where automation will no longer be an option, but rather, a necessity.
Thankfully, Voice Analytics technology has come a long way and is dramatically giving Contact Center Operations the ability to further expand their QA processes through Automation. This is automation on the backside and is not a customer-facing process. We will address customer-facing automation in a future blog.
Today, I’d like to get you comfortable with the idea of automation and the impact automation can have on your overall Customer Experience strategy, which includes Agent efficiency and overall customer satisfaction.
Thinking about your own operation:
- What percentage of interactions are regularly run through a QA process?
- 3 per Agent per week/month
- How much time must be dedicated in completing the QA process?
- How many full-time staff members are required to complete the QA process?
The answer to the above questions will vary widely from client to client, but I know most Contact Center operations are only processing a fraction of their interactions through a QA process. A fraction is only a subset of the actual work and cannot be relied upon as a complete model.
With the amount of work required to manage a contact center, we are always looking for ways to do more with less and having the ability to QA 100% of customer interactions just isn’t realistic within most Contact Center operations. At least from a human processing point of view.
But what if you could:
- Listen to or view 100% of all customer interactions on a daily basis?
- See the negative hot spots in customer discussions immediately across thousands of interactions?
- See the positive hot spots in customer discussions immediately across thousands of interactions?
- Immediately pinpoint compliance-based issues with agent/customer discussions thousands of interactions daily?
- See what our customers ask for on a regular basis across thousands of interactions?
I would imagine Reporting and Dashboard Views of data is at the top of your list as a standard part of managing your contact center operation. I’ve yet to visit a Contact Center operation where the user would not appreciate better dashboards and more data.