Measuring Call Quality in Your Contact Center using Workforce Management Metrics

Whether you are the CEO, COO, QA Analyst or Customer Service Agent, the number one goal of your contact center is to deliver a quality experience that lends itself to an increase in customer satisfaction. The satisfaction of your customers can be easily measured with a CSAT (Customer Satisfaction Scorer), but aside from identifying trends, a CSAT doesn’t tell you what actionable steps your call center needs to take if it wants to improve. If you want to drive up your CSAT, you need to look more closely at the quality of your agents’ work.

A common way to analyze the quality of calls being handled by your contact center is to record the calls and to have a QA analyst monitor the recordings. Clearly, the time this takes is extensive and prevents management from monitoring a majority of the calls coming into the call center. Spot-checking call recordings is helpful for assessing and coaching your agents on their tone, language, and approach, but this process can be more efficient when you are using data to analyze your contact quality.

How to Measure Quality

In our recent whitepaper, Workforce Management Metrics: Unlock the Secrets to Growing Your Bottom Line, we discuss the five most important WFM metrics your contact center should be tracking. 

  1. Customer Satisfaction
  2. Average Handling Time
  3. Contact Quality
  4. First-Call Resolution
  5. Service Level

All of these data points work together to increase customer satisfaction while limiting labor costs, but tracking contact quality can be the most allusive and time-consuming of them all.

There is no black and white formula to measure contact quality, as quality of any sort tends to be subjective, making it difficult to measure. By breaking down your contact center’s definition of quality into a few quantitative attributes, you will be able to identify data-driven insights that can be used to drive positive change in your contact center. Two quantitative attributes that lend themselves to these insights on quality are average hold time and transfer rate. If customers are being put on hold for long periods or their call is being transferred multiple times, it serves as a sign that your agents are not as prepared as they should be to resolve the customer’s issue. It is important to take steps to decrease both of these metrics and get resolutions for your customers as quickly and smoothly as possible.

  • Average Hold Time – A customer’s time is valuable. If they are spending a significant amount of that time waiting on hold, they will not consider the transaction to have been a quality experience.
  • Transfer Rate – Every time a customer is transferred to a new agent, they likely have to repeat themselves. This can be an incredibly frustrating experience and will negatively impact contact quality and churn. 

Use Metrics to Increase Your Efficiency

Now that you are tracking quantitative WFM metrics, not only do you have insights into your contact quality that you did not have before, but you have these insights before your QA Analyst gets to work reviewing calls. By adopting this data-driven approach, you can choose to only monitor the calls that will be most enlightening to where your contact center could use improvement. 

Gone are the days of spot-checking call recordings and hoping for insight that is relevant across the board or actually teaches you something new. Your QA Agents can now be strategic about which calls to listen back on. Notice a call that got put on hold multiple times? Investigate to see why this may have happened and coach your agent accordingly. Notice a contact that had first-call resolution and a lower than average handling time? Listen in to see what made it go so well and share those best practices with the team.

The Bottom Line

When you are monitoring the efficiency of your call center with a data-driven mindset, everybody wins. When customers are satisfied, revenues increase. When employees are efficient, labor costs decrease. At the end of the day, your call center’s bottom line grows.

To learn more about Workforce Management Metrics, how they work together, and how you can measure them with ease, download our whitepaper today.

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