6 Roles of Quality Analysts for Call Centers Explained

As the demand for quality customer service increases, call center managers are being constantly bombarded by Quality Assurance companies that propose to smooth out the so-called “bumps in the road” often experienced when managing QA. Despite the flashy websites, impressive resumes and long lists of repeat clientele, it is most important to know what you want and how a particular QA Company will meet your needs. With that said, why would you bother evaluating 100% of your calls when a highly reputable company like Call Criteria uses dynamic algorithms and a dedicated team whose sole existence relies on your success and agent growth? While we’re busy reviewing and analyzing your agents performance, you could be busy reallocating those resources to take steps and coach and re-train your agents using actionable data made available to you.

So what are the Roles of Quality Analysts for Call Centers?

Generally, the role of a quality analyst is to measure compliance against established expectations of agent behavior. Therefore, if your business is compliance-oriented then your quality analyst will focus on evaluating your agents’ behavior against a scoring form. If, on the other hand, customer experience takes reign as the main concern of your business, your quality analyst might then use tools that survey your customer’s experiences directly using phone and email surveys. Listed below are the main roles of a quality analyst in a call center.

1. Monitoring calls

Your call center processes a lot of customer requests throughout the day, therefore, to ensure that your call center agents are interacting with customers in accordance with your company’s set guidelines and are serving your business’ best interest, quality analysts will monitor calls to measure performance and facilitate your business’ strategic objectives. A quality analyst may listen to calls in 3 ways; live, recorded, and side by side while communicating feedback to encourage and discourage certain practices. Quality analysts basically work on a continuous process of evaluating and identifying key behaviors that drive sales and improve customer experience. In the case that a quality analyst detects broken internal processes, skills gaps and poor workforce scheduling, it is his/her role to make an informed decision on how to bridge the gap, improve the workforce scheduling, correct broken internal processes and even alert other areas of the organization that will be impacted by these changes.

2. Assess agent performance

Your call agents are at the front line of your business in terms of effectively representing your products, resolving issues, and answering customers’ questions. But do they show enthusiasm when talking to your customers? Are they friendly and knowledgeable? Most importantly, can they effectively close a sale? The above mentioned factors make a huge difference when it comes to customer interactions. Therefore, in order to facilitate high level customer service, a quality analyst will assess agent behavior, counsel, and coach them in order to reduce negative customer experience, wastage of time and resources, and agent attrition. A quality analyst will also assess your agents’ interaction with customers against a set of quality standards which includes subjective components such as soft skills and courtesy. Perhaps one of the most challenging tasks however, is that of identifying historical trends through data analysis which can help you determine which agents require more attention and those which require less. Call Criteria can do just that by identifying those agents which require increased coverage and analysis.

3. Monitoring trends

An analyst will study what other firms within the call center industry are practicing to improve customer relations. The analyst can then take the acquired information and incorporate it into a customized solution for your business. Staying on top of industry trends will help your business optimize customer relations and outperform competitors. On an internal QA level, it is especially important to monitor trends within your own call center(s) such as month over month agent performance metrics and top missed points at the agent or organizational level. Below are some highly dynamic tools that can be used to analyze and monitor trends with a 3rd party QA option like Call Criteria:

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4. Technological responsibilities

Since call center technology is constantly evolving, it can be difficult to keep track of all the changes. A quality analyst therefore takes the load off your back by identifying and implementing tools targeted towards improving internal processes within your business, identifying the quality of customer experience and the general performance of your business. QA analysts will also use statistical methods to take proper samples of calls received by your agents and then create a report from the results of the study. For instance, a QA analyst will listen in on every agent at least three times a day but randomly choose particular calls for monitoring. Plus, the availability of tech-savvy monitoring software means that they don’t always have to listen to live phone calls and can instead record phone calls for monitoring later.

In particular, the latest development in call center technologies includes the speech analysis software, a program that can detect minute changes in a speaker’s voice thus adding a human element to your IVR or IVM system. A QA analyst would therefore integrate this speech analysis software into your system to soften the edge of your automated responses and ultimately put you in a better position to provide a positive customer experience. Something else to seriously consider is whether or not the QA provider you’re looking to hire can integrate with your current dialing technology as seamlessly and painlessly as possible as well as whether or not they have the capacity for API integration and are able to complement your existing tools and technologies.

5. Competitor call center analysis

A competent quality analyst from an equally competent firm like Call Criteria will objectively compare your company with your competition. He/she will provide an impartial means to measure your company’s strengths and weaknesses against your competitors in the market. Once your main competitor is identified, the QA will create a competitive analysis program and will be set to communicate with you on a regular basis. A well organized competitive analysis program can keep your business ahead of the rest and make your contact center the best in the market.

6. Design evaluation programs

Depending on the objectives of your company, a quality analyst may be responsible for picking the most effective performance metric for your business to analyze. He/she could decide to count the number of times an agent uses the customer’s name (this helps to add a touch of personal attention) or the QA could compare call center agents’ performance to the standard script for calls. Either way, your quality analyst should be able to identify the most effective way to evaluate performance.

From the above list, it is clear that the main roles of a quality analyst is to evaluate and score agent to customer interactions with the aim of identifying key behaviors that drive sales and improve customer experience. These roles have significant benefits to the general well being of your business, the benefits include:

  • Business risk reduction
  • The improvement of your overall contact center performance
  • The improvement of call, voice, and email quality made by your agents
  • A continuous improvement in your contact center’s processes – internal and external
  • Reduction of agent attrition
  • Highlighting areas of risk within your business
  • Identifying and addressing potential customer interaction issues
  • Increased customer satisfaction and improved sales closings

In today’s increasingly competitive market, having a specialist measure and analyze your center’s compliance against your set standard of quality is the closest you can come to cracking the secret to perfect customer experience.

For this reason, Call Criteria is here to work on your behalf to make sure the job gets done the right way. Contact us today to find out exactly how we can significantly help improve your call center and agent performance with unmatched experience and state of the art technologies to help ensure compliance and customer satisfaction.

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