Creating an Effective QA Framework
How to create an Effective QA Framework
In this comprehensive article,about Effective QA Framework, we will walk you through the process of crafting a robust QA framework that can drive tangible enhancements in your QA procedures, your team’s performance, your organization’s efficiency, and the satisfaction of your customers. This involves establishing a quality framework to gauge, oversee, and facilitate the delivery of top-tier service.
7 fundamental changes that we are recommending to our customers to create an Effective QA Framework which will drive improvements in their quality programs.
- Redesign the quality form to align with key customer drivers. This is step one for setting up Effective QA Framework
- Score primarily output metrics and use sub-attributes to capture reasons for errors
- Measure quality using between 3 to 7 metrics instead of one overall score
- Evaluate transactions from the customer’s perspective. This way you will get to know what your customers are saying and this is an Effective QA Framework
- Capture non-agent issues for lack of issue resolution
- Expand the quality process to include the capture of business intelligence
- Focus on systemic issues through your quality process
Redesign the quality form to align with key customer drivers
Conduct analysis of your customer satisfaction data to truly understand the key drivers of your customers’ experience.
Once we identify those key drivers—and there are usually less than seven—they should be included on your quality form as customer-critical attributes.
To prioritize customer satisfaction, include only essential elements on the quality form that directly impact their experience.
Score primarily output metrics and use sub-attributes to capture reasons for errors.
- We are proposing following output metrics to be part of quality sheet
- Resolution Quality (this is amajor shift from today – this will be measured from customer’s perspective going forward).
- Revenue related info (Waivers, Upsell/upgrades, Downgrades, Retention etc.) – Not going to be part of Version 1 but may be from 3rd quarter onwards
- Tagging/Documentation compliance
- ZTP compliance
- Conversation Quality
- App/Self-care promotion related information
- Handling efficiency (NVAs, Hold-Multiple hold, Dead air etc.)
Handling efficiency (NVAs, Hold-Multiple hold, Dead air etc.)
Using just one overall quality score cannot provide an accurate measure of your operation’s performance. Customer, business and compliance attributes should be treated and scored separately. If you use an overall score, all attributes are rolled up and averaged to achieve that one score, regardless of whether they impact the customer or the business. (refer example to understand why at-least 3 metrics are required for scoring.
Evaluate transactions from the customer’s perspective
ssessing only the agent’s behaviour rather than the customer’s experience is one of the main reasons for the disconnect between quality scores and CSAT scores. When scoring transactions, you should listen to calls and evaluate the interaction from the customer’s perspective.Capture non-agent issues for lack of issue resolution
By collecting both agent-related and non-agent related issues, operations can more accurately quantify their improvement opportunity, and focus only on those agent-related issues within their control. In addition, this data gives your executive team information about non-agent issues that are impacting the customer’s experience. Armed with this information, management can make informed business decisions about areas that are affecting their business performance. (refer snapshot for details)
Expand the quality process to include the capture of business intelligence
Your customer contact center is one of the best windows into the customer experience. However, most quality programs are not set up to capture what customers are actually telling you, because most programs are primarily focused on agent behavior. Instead, your quality process can also capture valuable insights that the customer is giving you. With this information, your company can make strategic decisions to better serve your customers in areas such as marketing, product development, sales, operations, company policies and processes. This data could include:- Why the customer liked or disliked a particular product or service
- Customer requests for additional products or services
- The impact of a policy or process change on the customer’s experience
- Reaction to a new marketing campaign or sales promotion
- Information about the effectiveness of the sales process
