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.