Quality Assurance in a traditional sense is the procedural process of eliminating errors.
In the call centre contect it has come to mean assessing the quality of the interaction.
QA groups within a call centre generally take an agent focused view. How did the agent do? Did they greet the call properly, did they use the customer's name, did they ask probing questions, did they control the call? are standard questions assessed on most QA monitoring forms.
This approach focuses on what the company believes is important to the customer and themselves.
The collarary of course is what is 'actually' important from a Customers' point of view. This is generally gauged by Call Centre Customer Satisfaction surveys.
Such surveys yield that customers actually value solving their problems or sincerly trying too as the most significant indicator of satisfaction.
The dycotomy between the internal and external view can result I nearly perfect internal QA scores with declining Customer Sat and increased customer defection.
The solution is to calibrate the two systems and ensure you continue to measure both in the light what the customer thinks. Customer Satisfaction is at some level 'what the customer says it is'. To ignore this is to risk jeopardizing you customer relationships.
I hope that I haved added some value to this discussion. If I can be of further assistance please email me directly at ctaylor@thetaylorreachgroup.com
Colin |