Why Monitoring Customer Service is Important

May 10, 2018

If your business is oriented around selling products or services, it’s likely that you have a dedicated customer service team to deal with customer complaints and inquiries. The reasons for using a dedicated customer service team are pretty obvious: customers can notify your company about issues with their products that slipped by the QA team, and it inspires customer confidence when you address their complaints effectively.

But how do you know if your customer support team is doing their job properly? Some organisations monitor calls between customer support staff and members of the public, but unfortunately, the reality for many organisations is slightly different. Organisations often struggle to manage the basic call monitoring functions, or capture additional insight from other channels such as email, instant messaging or social networking sites.

Too often the focus is put on streamlining internal efficiency-based metrics, meeting tightly monitored call routing and time SLAs, while the detailed assessment of the customer experience and the outcome of the call are put to one side. By treating calls as one-off customer issues, the contact centre is at risk of ignoring the underlying commonalities and being unable to identify the root-cause of these situations. Fundamentally, though, this can all act towards improving the customer service experience for your staff and your customers.

While the customer’s personal experience cannot always be completely captured and analysed, this information – call recordings in contact centres, customer emails and social media interactions – combined with customer satisfaction surveys, can give an organisation a better idea of the customer’s experience with your staff. These insights will allow companies to improve their service and tailor their products precisely to what their customers want, improving satisfaction and increasing loyalty.

The key to effective quality monitoring includes 6 crucial steps:

  • Listen to your customers by monitoring interactions. Ask questions such as: are these interactions related to the company’s goals and objectives, or are they related to specific areas of concern such as customer attrition? This is where analytics comes into play for the contact centre. Speech analytics identifies calls that are relevant for evaluation and text analytics identifies email and chat interactions that should be monitored.
  • Capture all of your customer feedback channels. Apply the same quality standard that is used for calls to text-based interactions like email and chat.
  • Ask your customer what they think. Instead of using your organisation’s internal metrics to measure the quality of a call, ask the customer: “What did you think of your experience and the agent you worked with?” or “Did your service experience match the promise made in our advertising?” It’s very important to map high-quality interactions with your customers’ expectations, comparing internal evaluation scores with customer scores.
  • Use quality monitoring to help agents improve skills. Evaluate interactions to identify skills gaps, and provide individual learning opportunities where there are deficiencies.
  • Do not view agent development as a one-off activity. Provide continuous coaching that will help improve agent performance and productivity. Coaching is key to consistent customer service.
  • Measure your results and keep track of continuous feedback and evaluation to monitor and measure progress.

By monitoring the quality of staff-customer interaction across multiple channels, organisations can learn from their customer’s interactions, leading to better decision making, service and processes. It may be a complex and possibly expensive process, but when customer confidence is at stake, monitoring your interactions with customers is well worth the expense.

At Soft Intelligence, we are passionate about gathering customer feedback and soft intelligence from your employees, clients and customers, transforming it into straightforward and accurate data that turns the hassle of feedback processing into a breeze. Take a look at mobile apps (Tell SID) and see if your company would benefit from them.

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