Common QA Pitfalls: Poorly Defined Goals

Goal
It
may seem like a simple issue, but many call center QA programs suffer because they don’t
clearly define what they are trying to accomplish and then build their scoring tool
accordingly.

Some companies say they want to improve customer service and
customer satisfaction, but then they use the QA process to enforce up-selling and
cross-selling approaches in ways that can ultimately damage customer
satisfaction. I’ve witnessed others who have a stated goal of customer satisfaction, but then use QA to drive metrics designed to reduce call time and give short-term boost to the bottom line with to regard to the long-term effect on the customer. Still other call centers are committed to improving customer
satisfaction, but their scoring tool does not give any weight or consideration
to what their customers actually expect. Rather, the scoring tool becomes a potpourri management expectation, with little or no regard for what will ultimately serve the customer.

Have you clearly defined the goals of your program? What is it you are really trying to accomplish and what behaviors are you driving with your scorecard? Often, when a QA program seems ineffective or chaotic, it’s because of ill-defined goals and competing internal priorities. Taking a step back, looking at the big picture, and defining what you really want out of the process can help you in every other part of the process.

Related Posts:
Don’t Lower the Bar – Raise the Standard!
Who are You Satisfying with Your QA Scale?
The Secret of This Team’s Success

Flickr photo courtesy of tp

  5 comments for “Common QA Pitfalls: Poorly Defined Goals

  1. September 11, 2006 at 10:55 am

    Great article. Thanks so much for the post. I am new to your blog and I look forward to your future work.

  2. September 11, 2006 at 3:23 pm

    Hey CC! Welcome to the conversation! Stop by any time.

  3. September 12, 2006 at 1:43 am

    Hi, Tom! You are right: Defining the problem at hand is a good start in the journey to quality. As they say, you can’t measure what you don’t know. And there are many quality strategies that you can choose and decide which one is best for your organization.

  4. September 12, 2006 at 9:25 am

    And I would add “what is best for your customer” for the organization who builds satisfaction and retains its’ customers will be profitable and stand the test of time.

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