Use a Quality Assurance Program to Improve Your Call Center
By Peter Lyle DeHaan, Ph.D.
In the last issue we talked about improving your call center by providing ongoing skills training. Now we’ll continue the discussion by addressing a quality assurance (QA) program.
In the call center industry, everyone’s talking about providing quality transactions. Quality call center work helps bring about quality healthcare outcomes, which starts with quality agent communication.
One essential step to keep the focus on quality is to have a quality assurance process. Most leading call centers have a QA program in place. Others plan to add one. And some had one but, in a rush to deal with the urgent, they put the practice on hold, which they later pushed aside.
Last are those call centers that don’t have a QA program, never did, and aren’t planning to. It’s time for this to change. Every call center that cares about its callers needs to put quality at the forefront of all they do, and a QA program is the surest way to accomplish that.
A QA program is a methodical system that regularly evaluates calls from each agent. These calls can be live or recorded. Regardless of the format, a trained quality professional evaluates each call according to established criteria. They then share the results with each agent, providing encouragement whenever possible and offering constructive criticism when appropriate. The goal of a QA program stands to reinforce the positive and offer corrections to improve the not so great.
Successful QA programs have an established process they follow without fail. And most programs have dedicated a trained quality professional to administer the program. Conducting QA evaluations and providing immediate feedback are generally this person’s sole responsibility.
To start a QA program or restart one on hold, think small. This might be performing one call evaluation per agent per month. As the process becomes fine-tuned and the practice becomes routine, increase the frequency to twice a month and then weekly. Some established robust QA programs evaluate their agents much more frequently.
In addition to dedicating a person to do QA evaluations, another key is to secure agent buy-in from the onset. This starts before launching the program and continues as a QA professional provides feedback to each agent. The goal of each feedback session is to celebrate what the agent did well. Make it a positive experience that they can anticipate. Then add one area to work on. Eventually, some calls won’t warrant any suggestions for improvement at all. And that’s the goal of a QA program.