How Quality Assurance Can Help to Get Your Customer Service Back on Track

Written on
byHayfa Bukhari

When it comes to providing a positive customer experience, quality assurance (QA) is vital to understanding what your customers need, their thoughts and opinions and how to make improvements that build a stronger relationship between you. In the case of a call centre, it’s the duty of QA to improve and maintain the standard of customer service and in turn, keep customers satisfied.


Being able to deliver a memorable, positive customer experience is a huge part of what makes customers stick with a brand in the long-term. In fact, over 70% of customers said they are more loyal to a business that provides them with high quality service. On the other hand, over half of people around the world have stopped purchasing from a business due to a poor customer service experience – showing just how easy it can be to lose a valued customer.


Historically, QA processes have been based on a criteria of quality built not on actual customer feedback, but rather an assumption of what businesses think their customers want. These legacy practices were designed at a time when customer retention and experience were often sidelined for cost-savings and cuts, leaving a lot to be desired when it comes to what a customer actually needs. 


What does a good QA process look like?

In order to make sure you’re providing the best possible solutions for your customers based on their feedback, you of course need to be listening to a huge amount of calls, but this isn’t where your QA process should end. You need to be looking into all customer interactions. How are they contacting you? What issues are arising during that process? What’s being said on social media? All of these different elements should be used in conjunction to build a picture of your overall user experience and how you can make effective improvements.



How can automation help?

Automated QA platforms offer huge potential when it comes to freeing up more time for your agents and QA teams, especially within the regulated sectors. They can help to provide a more accurate and consistent means of gathering and processing information, saving huge amounts of time and money for your organisation. 


At Aveni, our company was built on the need to provide businesses with a unified view of customer, staff, product and external data that continually learns and powers decision making processes across your organisation.


Our unique platform is designed to take information from a variety of different sources, including your customer calls, messaging platforms, emails and CRM, to build a complete picture of where there are current issues in your customer journey, which channels of communication need to be improved, what areas customers complain about the most and any trends in customer behaviours across certain demographics so that you can better tailor your products and services to suit their needs.


You can also use these insights to improve the Learning & Development within your business, identifying areas that can be enhanced such as call waiting times or your agents’ conversational soft skills. 


If you’d like to find out more about how Aveni can improve your quality assurance process, visit our Quality Assurance page, or contact us to speak to a member of our team. 


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