A Hybrid Approach to QA

Mixing strengths. Many companies have discovered that having just the just the supervisors analyzing calls and providing coaching does not have the desired effect. Likewise, those who put all their QA eggs in the basket of an internal QA analyst/team or a 3rd party provider find themselves wanting greater impact.

That's why many will create a hybrid program to leverage the strengths of each approach. Here are three common hybrid approaches our team sees and recommends in the right circumstances:

  • Internal/External. In this approach, the company uses an internal analysts and coaches on a day-to-day basis, but utilizes an external third party to provide periodic, comprehensive assessment. Our team will often measure a significantly great number of behaviors on a periodic bases as a reality check, but then help the client's internal team to make sure they are focused on the proper, albeit smaller, list of crucial behaviors. This hybrid can save time, avoid wasted resources and provide a continual source of objective feedback that can help you make strategic improvements.
  • Supervisor/QA. The internal hybrid approach also divides duties to maximize efforts. The QA team, who is tasked with focusing on service quality, provides an on-going, detailed analysis of calls. The supervisors, who have limited time and resources to do call/data analysis, continue to monitor/coach calls, but listen for a short list of inconsistent behaviors unearthed by the Quality Team's detailed assessment.
  • Analyst/Coach. Some teams get mired in the belief that they must coach the CSR on every call analyzed. Others analyze a ton of calls and do nothing with them. Find the right point of tension between analysis and coaching. As long as you have a statistically valid and manageable scale, you can have an individual or team who analyzes a bunch of calls to provide you with good data, but another person who is trained in coaching can take the data and a few call examples to provide the feedback.

The key to any hybrid approach:

Creative Commons photo courtesy of Flickr and curious gregor

  4 comments for “A Hybrid Approach to QA

  1. May 28, 2010 at 11:43 am

    Great run-down. This approach, or a variation of it, sounds superior to the old, linear Supervisor/QA system.

  2. May 31, 2010 at 10:08 pm

    Interesting topic about hybrid approach to QA. This approach will surely make the company more efficient in providing customer services. Thanks for sharing the info.

  3. June 18, 2010 at 4:10 am

    There may be two other parts to add to the mix.
    1. Letting agents listen to their own calls and use these to slef improve.
    2. The other part of the mix can be to use some form of automated monitoring using a technology like speech analytics.
    This can help to identify a number of different call types – e.g. calls with crosstalk, or calls with lots of silence.
    Hope this helps

  4. June 18, 2010 at 7:50 am

    Thanks for the comment, Jonty. Great thoughts motivating another post!

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