COMMON COMPETENCIES

UNIT OF
APPLY QUALITY STANDARDS
COMPETENCY:

UNIT CODE: 506315202

This unit covers the knowledge, skills,

attitudes and values needed to apply quality
UNIT standards in the workplace. The unit also
DESCRIPTOR includes the application of relevant safety
procedures and regulations, organization
procedures and customer requirements.
 COMMON COMPETENCY
UNIT OF
LEARNING OUTCOME
COMPETENCY:

• 1.1.1. Assess quality of received

materials
APPLY QUALITY
• 1.1.2 Assess own work
STANDARDS • 1.1.3. Engage in quality
improvement
• LO3: 1.1.3. Engage in
quality
improvement
CALL CENTER QUALITY MANAGEMENT

As organizations increasingly compete on the

basis of customer experience (CX), call center
performance has become a critical business focus.

Gives you the tools to continuously measure

and monitor agent performance, assess the
quality and depth of your customer
interactions
Workforce Management (WFM)
solutions can help you properly allocate
resources to ensure you’re prepared to
meet demand
BENEFITS OF QUALITY
MANAGEMENT IN THE CALL CENTER

1. IMPROVE CUSTOMER SERVICE

 When agents receive
frequent, constructive
feedback, they become
better equipped to help
each interaction reach a
positive resolution
 2. INCREASE CUSTOMER
RETENTION
 Automated QM monitoring can
evaluate 100% of interactions,
giving call centers full visibility
to agent performance

3.UNDERSTAND
AGENT INTERACTIONS
 Automated QM monitoring
can evaluate 100% of
interactions, giving call
centers full visibility to
agent performance
4. IMPROVE EMPLOYEE EXPERIENCE
 A positive call center
experience drives brand loyalty
and keeps customers coming
back.

5.IDENTIFY OPPORTUNITIES
FOR AGENT TRAINING
 Comprehensive QM programs
help keep agents engaged
through regular training and
coaching sessions
IDENTIFY KEY AGENT
CHARACTERISTICS
 QM can inform better hiring
decisions and training protocols
based on past successes.
APPROACHES TO QUALITY
MONITORING IN THE CALL
CENTER
RANDOM SAMPLE MONITORING
 this approach is limited in its ability to tell you about
the overall state of your contact center.
 quality assurance programs, interactions are selected for
review based on certain qualities—such as the longest or
shortest call
TARGETED MONITORING
 A call center might also choose to target calls where
a customer is following up on a customer issue or
those that are related to key business initiatives
including cancellations, low survey scores,
renewals, and more
ANALYTICS-DRIVEN QUALITY
MONITORING
 Enables the call center to supplement your quality
program with powerful analytics tools like
speech, desktop and text analytics
5 TRENDS IN CALL CENTER QUALITY
MANAGEMENT

• Automating Quality
(Automation)
• Multichannel
Quality
Management
• Analytics-Fueled
Quality
Management
• Outcomes-Based
Quality
Management
• Enterprise Quality
Management
1. AUTOMATING QUALITY
(AUTOMATION)
 Automation makes the contact center
and quality program more efficient
by using technology to collect,
analyze and provide insight into
customer interactions.
2. MULTICHANNEL QUALITY
MANAGEMENT
 Customers want to communicate
with brands in their preferred
channels— and sometimes across
multiple channels over the course
of one problem resolution.
3. ANALYTICS-FUELED QUALITY
MANAGEMENT
 There is simply too much valuable
customer information to be captured,
processed and turned into knowledge
for any company to remain
competitive without modern
analytics tools.
4. OUTCOMES-BASED QUALITY
MANAGEMENT
 Outcomes-based quality management
looks beyond measuring a single
engagement and its efficiency and
instead takes into account the long-
term customer experience outcome
5. ENTERPRISE QUALITY
MANAGEMENT
 Enterprise Quality Management extends
QM beyond the contact center by
connecting it to the goals of the business
and providing excellent customer
experience is a key goal or mission
ESSENTIALS FOR EFFECTIVE
QUALITY ASSURANCE EVALUATIONS
IN THE CONTACT CENTER
1. CALL RECORDING
 This is the start of the data trail that leads
to the voice of the customer, so it’s
important to get it right
2. AGENT SCRIPTS
 Scripts are an important tool you need
to provide to your agents.
3. QUALITY STANDARDS
DOCUMENT
 A Quality Standards Definition
Document (QSDD) enables you to map
your quality process to existing and future
enterprise goals.
4. CALL SCORING & EVALUATION
FORMS
 When drafting the evaluation form, simple
is best
5. QA EVALUATORS
 This is a key role. The QA Evaluator should
be involved in creating, reviewing and
updating your quality program—including
the QSDD, training materials and evaluation
forms.
6. CALIBRATION
 Calibrations are a great way to determine if
your Evaluators are grading interactions on
the same curve.

CALIBRATION
7. REPORTING
 reporting is an integral part of the quality
program, as it enables you to communicate,
monitor and track progress.
8. AGENT FEEDBACK
& COACHING
TRAINING
 Training and feedback can take many forms,
such as regular side-by-side coaching or
monitoring calls and then scheduling follow-up
coaching sessions
QUALITY ASSURANCE &
PERFORMANCE MANAGEMENT
 Quality management plays an important role
for both. The most common QM metrics—
around quality, compliance and customer
experience—are also among the primary KPIs
used in performance management to measure
agent and contact center performance.
WHO IS RESPONSIBLE FOR QUALITY
ASSURANCE IN THE CALL CENTER?
 For day-to-day evaluations, a Quality
Evaluator, Specialist or Analyst can manage the
evaluation process
WHAT TO PUT ON CALL MONITORING
EVALUATION FORMS
 Align the form to strategic goals
 Keep it simple
 Break the form out into sections
 Consider using auto-fail
 Choose a scoring method
 Decide which response types to
use
 Focus on the customer
experience
 Formalize a process for
agent appeals
Types of Customers
Customers can be of various types depending upon
their ability to buy products or services.
1. Potential Customer : Kind of person who is very
likely to buy the product or service offered by the business.

2. Loyal Customers: Those who are loyal to one

business and repeat the purchases irrespective of
minor changes in parameters like price, quantity etc.

3. New Customer : Those who have used the

product or service for the first time.

4. Discount Customer: Those who only buy

or use the offering because it was on discount or
offered a cashback
5. Former Customers : Those who were once buyer of
one business and became buyers of a new business because
of some reason.

6. Internal Customer: One who is connected to

your organization and is internal to your organization. .

7. External Customer: An external buyer is a

buyer of your services and products but external to
your organization.

8. Intermediate Customer: Those who

purchases the goods for re-sale
Importance of Customer
 A customer is the foundation for any business. A
business cannot exist without a buyer base

Customer vs Consumer
 A consumer is the person who actually consumes
the products or services, whereas the customer is
simply the purchaser & need not be the consumer.

Customer Service and Support

 Customer Service is an important aspect of
modern day business. Once a person buys
a product or uses a service