Today’s customers have high expectations for the brands they work with including exceptional customer service. They expect more than a happy and polite representative on the phone. They want to build long-lasting relationships with the businesses they use. If you’re not interested in cultivating customer relationships, they are quick to move on to a company that is. If you want to increase customer retention and establish loyalty, you need to build a consistent positive experience.
Building a positive customer experience starts with measuring your agent’s performance. It is nearly impossible to review every customer interaction on your own. To do so, you would have to hire an extensive quality assurance team. When the majority of businesses are looking to cut expenses, this is not the most effective way to get answers. Instead, many businesses are turning to speech analytics and automated scorecards to measure and manage agent performance. With speech analytics, you can monitor, categorize, tag and score 100 percent of customer interactions. Automated scorecards allows you to consistently and objectively evaluate all agents against the same criteria.
This blog will focus on the scorecard itself- best practices and what you should be measuring. What is a Scorecard?
Agent scorecards make it possible to see what is happening in every customer communication. By capturing data and analytics, you have the necessary information to train agents to perform better.
- Best Practices - Deciding to implement an agent scorecard system is a big step. It requires forethought and planning to get it right. Here are eight call center scorecard best practices to use in 2017:
- Identify Specific Goals - Every call center works with different customers and call types. It is important to identify your reasons for using agent scorecards at the beginning of the process. Are you concerned with compliance, customer satisfaction or agent efficiency? Each requires unique techniques and processes to implement correctly.
- Take it slow. - Rushing into any new process can backfire. The purpose of agent scorecards is to create better call outcomes and improve your reputation. Once you know your long-term goals, create a plan that breaks down the necessary implementation steps and information you need to gather for success.
- Score 100% of customer interactions. - It is tempting to think you can manually score your agents. The reality is, it’s nearly impossible for most call centers and those that take this approach only end up with information on a small percentage of interactions. Using speech analytics and automatic agent scorecards assures that you will collect data from 100% of customer conversations. Data from all conversations makes it easier to identify trends and outliers.
- Embrace the technology. - Automated scorecard technology opens the door to a wealth of knowledge and possible statistics. Don’t try to force your existing process into the technology. If it’s already broken, new technology won’t fix the problem. Instead, review the possibilities and pull what matters most to your goal.
- Establish criteria. - Figuring out what to measure is one of the hardest steps in the process since there are numerous things you can measure. The best approach is to establish criteria that match your original goal.
- Include call center agents. - Using agent scorecards impacts your call center agents directly, so it is beneficial to include them in the process. By including them in brainstorming and planning, they are more likely to take ownership in the process instead of giving push back.
- Monitor and adjust as needed. - Implementing an agent scorecard system won’t fix performance overnight. Monitor the initial results and make changes as necessary. Call centers often overlook is the different types of calls they manage daily. It is hard to score sales calls with the same criteria as service calls. In these cases, centers achieve better results if the customize scorecards to each call type.
- Use the information. - Finally, you need to use the information you capture. Establishing a new process and doing nothing with the results guarantees failure. Look for trends in the scorecards to identify common weaknesses across all agents. Meet with individual agents to review their scorecards and offer suggestions for improvement and hold them accountable moving forward. Use data on calls with the best outcomes to train the entire team.
- What you Need to Measure - You may still be questioning what criteria to measure on your agent scorecards. Well-rounded agent scorecards will include all of the measurements listed below. The ones that directly impact your long-term goal should be weighted more heavily. This also shows agents that you are reviewing every facet of their conversation, so they are not tempted to slack on aspects you are not measuring.
- Insufficient validation
- Keyword mentions
- Introduces offer
- Up sell percentage
- Cross sell percentage
- Asks for the sale
- Overcomes objections
- Average handle time
- Silence percentage
- Number of calls handled
- First call resolution percentage
- Greeting number
- Disclosure language
- Risky language
- Closing conversation
Speech analytics software records every conversation and transcribes them into a searchable database. In addition, it uses speech and voice analytics to listen for long silence times, certain keywords you establish, and inflection to identify upset or angry conversations.
When you add automated call scoring to the software, it captures all of these details in near real-time. Performance metrics can be displayed on dashboards for supervisors and even agents to see. For supervisors, trends data can indicate what should be emphasized in training the team as well as individuals. For agents, this data shows them what they need to tweak in their future conversations without management having to micro-manage each situation.
Agent scorecards are quickly growing in popularity. They are the easiest way to analyze agent performance and identify trends that need to be fixed to improve the overall customer experience. Call centers planning on adding call scoring to their processes can ensure success by following these best practices.
What agent scorecard metrics do you find most useful?