Omnichannel Quality Management: What Are the Criteria by Which Contact Centers are Being Judged?
Delivering a superior omnichannel customer experience (CX) has become a high-priority goal for organizations of every type. First, every company must tackle the challenges of implementing the right technologies and putting the right people in place to make it work. Once these issues have been initially resolved, businesses need to find reliable ways to measure the quality of omnichannel interactions that take place in their contact center across a broad spectrum of touch points.
Since the purpose of omnichannel service is to deliver seamless interactions across multiple channels to create a unified customer experience, the ability to effectively monitor customer communications throughout the complete customer journey is critical to a successful program. But to establish and sustain an optimal service level, previous models of evaluating individual interactions on one channel--nearly always voice--must be expanded to provide a more comprehensive assessment. Dimension Data’s 2016 Global Contact Centre Benchmarking Report stated that only 46% of companies now have the capability to track a customer journey that spans multiple channels.
In an omnichannel environment, contact channels must remain constantly visible and be continuously tracked with appropriate monitoring software. In addition, valuation tools must be upgraded so the performance of agents tasked with a variety of responsibilities can be accurately appraised. Although these sound like straightforward parameters, setting out on this path is by no means a simple process.
As companies continue to offer additional interaction methods to its customers, the volume of data generated increases dramatically. Calls, online chats, e-mails, social media posts, SMS exchanges -each channel produces its own burgeoning stream of data to be assessed. Reviewing it all manually is an utterly impossible task so implementing effective speech and text analytic solutions is a necessity. Having these tools at hand will enable human QM evaluators to more quickly locate problematic interactions and pinpoint customer trends. Voice recording is still essential but a well-rounded solution also should include screen capture for interactions on non-voice channels. Ideally, it should also have the capacity to generate meaningful customer surveys to obtain and analyze voice-of-the-customer data that can make a real difference in process improvement.
Omnichannel quality management will become increasingly important as the ways that customers interact with businesses continue to evolve. But how rapidly is that process progressing? Here are a few statistical glimpses, the first from the report by Contact Babel US Contact Centers 2016-2020:
• There were over 230 billion minutes of inbound calling in 2016.
• On average, 12.5% of inbound interactions to contact centers are via email.
• Social media customer services volumes will grow at a compound annual growth rate of 17% to 2020.
• Mobile customer service app penetration will grow to 51% by 2020.
According to the 2015 Dimension Data Global Contact Centre Benchmarking Report, digital interactions accounted for over 35% of all interactions and are expected to overtake voice sometime over the coming year. It also noted that customers younger than 40 would much rather use social media and web chat than any other way of achieving their desired service outcome
So what are the benefits businesses can realize by utilizing comprehensive omnichannel quality management system? First and foremost, intelligent use of such solutions can help contact center management train and prepare its staff to most effectively process interactions across an ever-growing variety of contact channels. It can also identify skill gaps, which can be critical to overcome for agents to be as effective in responding on social media or chat as they are in voice interactions. By evaluating strengths and weaknesses, best practices can be shared across the team and deficiencies addressed immediately via targeted training and coaching. These appraisals should be based on standardized, predefined scorecards, which are distributed among team leaders.
Join CRMXchange and ZOOM International on March 1st as they discuss Best Practices: Quality Management on the Customer Experience