Contact Center Quality is NOT a Score: Stop Using Checkboxes


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Contact center quality is transforming just like many other aspects of contact center operations. Good thing!

For a long time, I’ve been advocating and teaching organizations about how to change their mindset and practices from a compliance and cost associated function with their quality program to an insight and value generating business activity.

Meeting with Jim Iyoob from Etech Global Services at IQPC’s Customer Contact Week provided a great perspective on getting more value from contact center quality and most specifically the call monitoring process.

The time has come for us to stop using checkboxes and to start seeking clarity on behavior and desired business outcomes.

Here is an edited version of our interview:

Jim Rembach: This is Jim with the Fast Leader Show and I am at Customer Contact Week with Jim Iyoob of ETech. Jim how do you help folks get over the hump?

Jim Iyoob: Jim, thanks so much for having us. So, if you think about traditional quality monitoring, where you have check boxes, I think that’s where the industry is getting it wrong. They’re using quality as a score and it’s not score, it’s a behavior.

What we’ve actually been doing is pairing our artificial intelligence with human intelligence to deliver actionable insights. As an example, if you have agents who are struggling in rebutting, as an example. In the old days they would tell you to check the box, they’re not doing it.

What we’re finding is, if we can listen if we can listen to the entire phone call and give you valuable insights and what the agents said what the customer said and pair that with huge knowledge bases of data insights now you can teach the agent how to do an effective rebuttal and measure that.

I think some of the leadership is afraid to say they don’t know how to do it and teach it, so that’s kind of where we’re coming in to be that third party to help you understand the value of this unbelievable data source.

Jim Rembach: Okay so, as you’re sitting there talking, I’m thinking about the supervisors themselves and they’re such a valuable asset, but how is that what you do makes their life easier?

Jim Iyoob: So, great question. I think the easiest thing we do is, we make it effortless for them. We’re actually giving them the tools, including communities and other outside sources to help them learn the process.

But the biggest bang for our buck we’ve seen, is if we went down to that manager and gave them three things they can do differently. Specifically, that happened on this call. The agent said X. Y. Z – here’s a better way to say it. And by the way, our studies and our data tell us forty-two percent of the time when you say it this way you actually had an effortless experience. And that way the agent understands its data driven. The manager understands there’s a reason for doing it besides you telling me, “Your agents aren’t rebuttal-ling enough.

Jim Rembach: So, Jim how to folks learn more.

Jim Iyoob: Just check us out on the web at

Jim Rembach: Jim thanks for sharing your knowledge and wisdom we wish you the very best thank you so much Jim free shipping.

Republished with author's permission from original post.

Jim Rembach
Jim Rembach is recognized as a Top 50 Thought Leader and CX Influencer. He's a certified Emotional Intelligence practitioner and host of the Fast Leader Show podcast and president of Call Center Coach, the world's only virtual blended learning academy for contact center supervisors and emerging supervisors. He’s a founding member of the Customer Experience Professionals Association’s CX Expert Panel, Advisory Board Member for Customer Value Creation International (CVCI), and Advisory Board Member for CX University.


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