customer relationships

Self-Assessment and Self-Coaching for Quality in the Contact Center

 

Traditional quality management solutions support standard processes of scoring, assessment and coaching. Metrics such as average handling time (AHT) are calculated automatically, and quality assurance specialists score calls based on a standardized evaluation form and guidelines. Then these evaluations are reported to managers, who schedule sessions to review and support employees to improve their quality scores.

It’s a good system, and it works. But it could be even better. New quality management solutions offer capabilities that automate more quality processes than ever before. Analytics-driven quality assurance can analyze and score 100 percent of interactions and provide a more holistic view of contact center performance. Automated dashboards provide managers, evaluators and agents alike with insights into key metrics, and they further drive contact center goals and success. These solutions are fluid and robust. Their complex custom and out-of-the-box workflows also include automated self-assessment and coaching processes that enable employees and managers to further boost their performance.

The value of self-assessment and self-coaching has been confirmed by psychologists, educators and business experts. On its own, or combined with group and one-on-one coaching, self-coaching can improve performance. One study found that students who learned self-assessment strategies performed significantly better than those who didn’t. Self-coaching also has shown its value in a business environment, and evidence suggests that it can surpass peer coaching in effectiveness. Similar trends have been recorded many times, both in educational settings and in the workplace.

In the contact center, self-assessment and self-coaching can enhance and supplement more traditional coaching models, in which supervisors send personalized coaching feedback — such as links to knowledge resources, instructions and due dates — as needed.  Because quality is a vital factor in maintaining high levels of customer satisfaction, the added boost provided by self-assessment can determine the long-term survival of an organization.

The success of self-powered quality improvements for your employees depends on your ability to support them in their efforts:

  1. Train your employees to self-assess and self-coach.

Reviewing your own actions and thoughts isn’t always instinctive. Just as employees have to learn how to use scripts, technology and recording tools, they need to learn how to self-assess and to understand the value it brings.  Coach your employees on best practices, such as how to identify problem areas and deconstruct call recordings themselves. Be sure to explain why you are teaching them: “When we first start reflecting, it can feel like a burden,” explains teaching expert Starr Sackstein. “If students don’t understand why they are doing it, then it will seem superfluous to them. Thus, it is crucial that we communicate to students why we reflect.”

  1. Provide thorough, reliable information.

Don’t just teach employees best practices; give them the information they need to act on them. Ensure that they have regular access to up-to-date scores. People who are struggling frequently don’t know that they’re having trouble, according to the researchers who defined the Dunning-Kruger effect, a cognitive bias that causes individuals to assess their ability as much higher than it really is.

“…Incompetent people do not recognize —scratch that, cannot recognize —just how incompetent they are…. Poor performers — and we are all poor performers at some things — fail to see the flaws in their thinking or the answers they lack,” explains David Dunning.

Once people identify the areas that need improvement, they can correct themselves. This applies to quality management too. When employees have regular access to reports and dashboards reflecting their scores, they know whether they are performing well and when to reach out for additional support from peers or management.

  1. Articulate expectations and set criteria.

Learners need more than statistics about their own performance. In an educational environment, students are much more likely to self-assess when they understand what their teacher’s expectations are. To achieve this in the contact center, provide employees with clear outlines and guidance. Calibrate frequently so that everyone is working toward the same goal. Calibrations also improve the perception of transparency and fairness, which makes employees feel more confident that their efforts to self-direct will be rewarded.

Strong self-assessment and self-coaching skills can improve quality scores that in turn contribute to meeting and exceeding contact center goals. They’re natural additions to traditional training programs and, with the self-assessment automation capabilities now offered by top quality management solutions, are accessible to all.

 

Learn from this Sample Customer Journey: Booking a Flight to Boarding the Plane

Today’s customer journey considers the beginning-to-end experience that the user follows to complete a task. Often, the journey involves numerous channels and devices that all must interact with the customer wherever, whenever and however they want.

Air travel can be exhausting, both physically and mentally, especially if the many plans that have to be in place don’t come together. Delayed or canceled flights, difficulty scheduling backup flights, lost luggage and missed connections are just the beginning of the travel headache. Done correctly, the customer journey of a person who’s traveling can be greatly eased with intuitive messaging and thoughtful touch points. Consider this modern customer journey for the traveler:

• Book your flight online well in advance to secure the best ticket price.

• Receive a push notification from the airline’s mobile app that allows you to check-in the night before your flight.

• Choose the way you’d like to receive your boarding pass (saving it to your phone, via email, etc.).

• At the airport, visit a kiosk to scan the boarding pass on your phone and then print your baggage ticket.

• Show security your digital boarding pass.

• Receive immediate flight status updates through your preferred contact method (text message, email, app push notification, etc.).

• While on the flight, go to the airline’s website on your phone, tablet or laptop to watch movies.

Traveling of the past was often rife with long lines to get to an agent at the airport, paper boarding passes that can get easily lost and difficulty keeping up with the latest flight changes. The reason the new, digitally-enhanced customer journey flows so well is because the airline (or booking service) the traveler uses offers online and mobile access; remembers personal information, allowing the company to send customized alerts to individual travelers; has multiple digital options for doing necessary travel tasks, then syncs those options (saving the boarding pass to your phone then scanning it at the luggage tag kiosk); and generally keeps travelers in-the-know regarding their trip. Once on the flight, the company is further able to keep the traveler happy and entertained by offering in-flight Internet service and other types of free entertainment.

This type of customer journey takes into account the cornerstones that customers need: consistent and proactive service, optimized features, collaborative options and seamless transitions.

Understanding Empathy and Your Brand

Today, many businesses operate under the “If we build it, they will come” marketing strategy. Although this may have worked in the past, the most successful business are those who are actively engaged with their customers. At InMoment, a customer service software provider, they believe the key to developing strong relationships with customers is through empathy.

Not to be mistaken with sympathy, empathy is described as the act of projecting one’s self into another’s point of view to gain greater understanding. Walking a mile in someone else’s shoes, so to speak. By developing a stronger relationship through empathy, companies can fine-tune their brand experience to better fit the needs and desires of their customers.

Empathy doesn’t only benefit the consumer. Companies who are more aware of their customers specific needs and desires can increase customer referrals and brand advocacy, understand what drives loyalty towards their brand, and learn how to turn negative feedback into an opportunity.

What to know more? Read the full InMoment article, Understanding Empathy and Your Brand, and download the Empathy Map Exercise.