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Call Center Quality Monitoring Scorecards - All You Need to Know
November 4, 2019
Creating a quality monitoring scorecard for your customer service team can be a scary task. Questions abound. How many items should it hold? What type of scoring method should we use? What questions matter most? Which ones don’t?
What makes it even scarier is that the rubric is the foundation of a great quality assurance program. A bad rubric can lead to scores that don’t represent what a quality interaction actually means to your brand or result in inflated metrics that your team can’t use to improve (GASP!).
But as Jeremy Watkin, long-time QA professional, tells us, creating a quality management form doesn’t have to be scary. There are some tried and tested methods that companies can use to think through the process of creating a quality form that works really well for their unique business (and their unique customer base).
These articles walk you through various methods of thinking about what should go into your agent scorecard, starting from your first, to your second, to your 30th scorecard/rubric.
What has Roman urban planning have to do with building a QA Scorecard? Lots, as you’ll find in this article. There’s one key difference, though. Building your first QA Scorecard is going to be way easier than planning a whole city.
With your training wheels firmly attached as you speed down the Via Maestro, you’ll learn:
👉 What is a QA Scorecard and why your CX team needs one
👉 The tools you can rely on to build that first scorecard
👉 Three examples of companies who’ve gone and built their scorecards from the ground up with our process.
First scorecard done and dusted? The work doesn’t stop there. Unlike a foundation (yes I’m still hanging on to the Roman city analogy) that gets buried under feet of rubble and concrete, you can always pull out your scorecard, reassess if it’s carrying the weight that it should, and rebuild if you have to.
This article helps you to think critically about the many great examples that we feature here on the website. While every customer that we feature here is a successful example of how to build your own QA scorecard (and program!) from scratch, QA is not really one of those things where you can buy off-the-rack.
In this article, we feature 5 common questions that we’ve seen appear in many scorecards, tear them down to expose the logic behind each question.
Through that process, you’ll be able to learn:
👉 how the pros are thinking about their QA scorecards
👉 how you can apply that to your own QA scorecards,
So you’ve iterated on a few scorecards, you’re feeling fairly confident about your scorecard-building skills, and your QA program is working like a charm. CSAT is at an all-time high📈, and more importantly, your agents are motivated and doing better than ever 💪.
You lean back in your chair, thinking you’ve earned some rest when….
“Next quarter... let’s take our CX omnichannel.”
Drats. Bosses never take breaks, do they?
We’ve got your back. Building an omnichannel call center quality assurance scorecard doesn’t mean tearing up your old scorecard and rebuilding from scratch. Think of it more like an upgrade, where you take a hard look at your existing parameters and figure out if they still make sense as you move to an omnichannel strategy.
In this article, we apply Jeremy Watkin’s 4C framework to planning an omnichannel scorecard that will get your boss off your back - until next quarter, that is.
Speaking of Jeremy Watkins, this article by him imparts 20 years of customer-facing experience to help guide you along the process of building out a call center quality assurance form on any medium, be it in a spreadsheet, or an omnichannel QA platform.
The first step is to consider about your company’s brand, how you want to be perceived by your customers, and what good looks like for your specific company and customers. This includes:
👉 What you call your customers
👉 What the philosophy or mission of your company is and (equally importantly) what the mission of your support team is
👉 What good looks like for your company, and support team (is there a list of things that make up a “good” customer interaction for your team, etc
The next step is to think about quality in three separate areas:
👉 Accuracy: Did you provide the right answer? In the right way? Were all internal processes followed?
👉 Compliance: Did the agent handle PII in the right way? Did you protect the log-in information of your customer?
👉 Connection: THIS ONE IS LAST-BUT-DEFINITELY-NOT-LEAST, WOW! Did the agent have an authentic interaction with the customer that will differentiate your brand from the other companies that customer has talked with? Was it real? Was it human? And so on...
Then, how do you think about the ways that you use this customer service quality assurance checklist to create different rubrics for each channel (or do you use the same form?), and what should you look for in a support tool to support your team goals?
More from our guest blogger Jeremy Watkins here - use this to guide your omnichannel QA scorecard building process. There are two schools of thought about how many scorecards companies should have. Some believe that you should have a different form for each support channel. After all, each channel requires a very different set of communication skills.
For instance – tone of voice matters over the phone, and doesn’t really exist for other channels. And grammar might be more important in an email than over SMS, where an agent could be a lot more casual with a customer.
Others think that a single scorecard should be applicable for every customer interaction. After all, each channel should be aligning to a standard of excellence that applies to every interaction a customer has with your brand, right?
For adherents of the second school, this article lays out a game plan to create scorecards that work across all your channels:
👉 Communication Skills – How well did the agent communicate the message?
👉 Customer Connection – Did the agent make a human connection with the customer?
👉 Compliance and Security – Did we follow all essential policies and procedures to keep the customer and the company safe?
👉 Correct and Complete Content – Did we give out correct AND complete answers and use our tools effectively to arrive at those answers?
...and covers the nuances of how these pillars can mean slightly different things on different communication platforms.
It also goes into the benefits of omnichannel customer service rubrics, and considerations for creating this type of form. Including:
Keep your form relatively simple
Create a quality definitions guide
Use N/A for certain questions
Grade the entire interaction
Slice and dice by channel and question in your reporting
FullStory has a simple mission – they believe that everyone benefits from a more perfect online experience. To help accomplish that mission, they have some watchwords (read: brand values) to guide them. These are: empathy, clarity and bionics.
The watchwords give everyone at the company a framework from which to make decisions, and guide both their product decisions as well as how they operate internally.
Fullstory leaned heavily on their watchwords when building their rubric, and it allowed the support team to align with the efforts from marketing, sales, and product.