I like to play golf, badly on most occasions, but it’s a hobby of mine and I enjoy it.
Tiger Woods also plays golf and he recently returned in the Hero Challenge after a long time out of the game with injury. From being former World number one his ranking was in the mid 800’s.
Most people would agree that Tiger has been the outstanding golfer of his generation. He wants to equal or better Jack Nicklaus record of Major Championships which stands at 18 wins but will Tiger ever win another Major?
What’s any of this got to do with Quality Management? Well the game of golf, the Quest for Majors and Quality Management are all linked. I will explain.
Suppose you play golf, on the first hole you get a par, do you stop playing then and record a par round and retire to the clubhouse to reflect on how well you played? If you have a bad start do you accept the round is going to be bad and walk off? No. Of course you do not. So why do organisations only monitor a small percentage of their customer interactions in Quality Management, for compliance, training or other insight and accept that the results they see are the completed picture?
The information you get back through QM manual random sampling is accurate and useful, I would not dispute that, but when you are only applying it to a small percent of interactions, it can only ever be considered anecdotal.
With Contact Analytics you can automate the scoring process, you can gain real insight into the interactions, the factors driving them, the agent performance and the trends in your contact centre and business which you will not get with manual sampling. You can move from subjective to objective feedback to the agents, making them more motivated and more productive. You can improve the service you provide your customers and the experience they have in dealing with your organisation.
Easy? Not really or everybody would be doing it. Contact Analytics requires work in the planning, design, implementation and in service phases. You have to be committed to wanting to change and prepared to put the time in to make that change effective.
I would offer the following suggestions to anybody looking for improving their QM processes to Major winning standards with Analytics
- Plan the rollout Understand what you want to measure, where the priorities are the sequence of events – do not try and boil the ocean on day one, it could overwhelm you
- Do not try and automate bad processes. Change your goals and processes to take advantage of what contact analytics can do instead of trying to force the technology into your existing processes.
- Invest Time in the design phase. Understand what your scorecard should be reporting and what information and behaviours you would like to change and impact. Involve the agents in the planning and deployment
- Create a review and improvement process. Evolve and continually improve the scorecards, think about how they should be used to coach and improve agents and be prepared to listen to agent feedback to make the scorecards work for and be relevant for everybody
The destination is worth the effort. Tiger will not win another Major unless he understands where his game is at today, the areas he needs to improve and he puts the investment of time and energy into making those improvements. Your QM Major dream will not be achieved by investing in technology alone, but analytics technology combined with organisational commitment and focus will get you there. No longer will you be marking that scorecard after the 1st Hole, you will play the full round, you will understand what went wrong, where and why? You will see the great things that happened on your round and you will be a happier and better golfer for the experience.