Six Steps to Effective Monitoring of Your Customer Service While Using A CRM


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In our present day’s competitive business environment, the ‘quality score’ of your customer service is an ever-growing important factor in promoting encouraging customer loyalty.

Nevertheless, it remains the case that many businesses are yet not measuring, monitoring, or even managing the quality of service of their contact center agents. Although the fact remains ever true that just one single interaction between the agents and the customer, can make or break a business relationship.

American Express recently carried out a research in 2017 looking at the state of customer service in the USA. They found that despite the current booming economic climate, 78% of customers have given up on a transaction because of a negative customer experience. While Esteban Kolsky a California based Customer Strategist puts forward that only 1 in 26 customers will inform a business about their unhelpful experience, the rest simply go away according to customer service facts.

So how can you build up your customer relationship and create a loyal customer base if this is the real state of customer service among businesses in the USA?

Possibly the solution to this issue lies in making organizations understand the need to ensure that whatever little interactions a customer has with their contact center agents are handled efficiently, which makes certain that the customer feels satisfied.

Making quality the ‘Norm’

While the customer’s personal experiences cannot always be totally captured or analyzed, this information like customer’s social media interactions and emails, call recordings in contact centers, when combined along with customer satisfaction survey reports, can provide any organization with an enhanced idea of the customer experience with their company.

These critical insights into the customer’s behavior allow companies to improve their services and concurrently customize their offerings precisely to what their customers’ want, which improves customer satisfaction and loyalty.

Unfortunately, the hard reality in many business organizations is slightly different, as businesses most often struggle to manage their basic call monitoring functions, or strive to arrest additional insights from other channels like instant messaging, emails or even social networking websites.

In other words, too often the efforts for measuring customer experience is put on reforming in-house efficiency-based metrics, meeting time SLAs and tightly monitored call routines, while the real assessment of the customer’s experience with the brand and the outcome of the calls are put aside.

By treating calls as one-off customer-facing issues, the contact center agents risks of ignoring the fundamental underlying commonality of the problems, which otherwise could have helped to identify the root cause of the tribulations and thereby forsake the possible ways to prevent the issues from happening again. Essentially, though, all this can act towards elevating the customer service.

What needs to be changed?

The golden key to effective and quality customer experience monitoring includes six vital steps:

  1. Primarily listen to your customer’s questions and needs by monitoring their interactions. Ask yourself pertinent questions such as- are these customer interactions connected to your company’s objectives and goals or are these interactions associated with particular areas of apprehension such as customer attrition? This is where analytics sets into motion for the contact centers. You can use text analytics that identifies chat, email communications that should be supervised, and speech analytics or audio mining for filtering calls that are important for evaluation.
  2. Capture all your customer feedback channels for assessment and apply the same quality standards that you used for text-based interactions (chat and email), and calls.
  3. Ask your customers of what they think. Therefore, instead of pondering on your organization’s internal metrics to evaluate the quality of a call, simply ask your customer- “What did you think of your experience and the customer support agent you worked with?” else, you can also ask- “Did your service experience match the promises we mentioned in our ads?”
    It is highly necessary that you must map all high-quality interactions with your customer’s expectations and compare the internal evaluation scores with the customer scores, for properly measuring the quality of a call.
  4. Use holistic quality monitoring to help your service agents improve their skills. Evaluate interactions to spot skill-gaps, and thereafter suggest individual learning opportunities where deficiencies are identified.
  5. Remember not to view agent development as a one-time activity, but provide continuous training that can improve the agent’s performance and productivity. Always bear in mind that uninterrupted coaching of your service agents is the golden key to unswerving customer service.
  6. Measure your results and follow up on the customer’s feedbacks continuously while evaluating to monitor your agent’s progress.
  7. Remaining competitive

    By judging quality across multiple channels, businesses can understand from the interactions of their customers, leading to better service, decision-making, and processes.
    Although monitoring, managing, and measuring service and performance quality must remain a priority, nevertheless the VOC (Voice of the Customer) analytics, across various channels, which can be easily accomplished by using a small business CRM platform like ConvergeHub, is also equally important for reaching your enhanced customer experience goals.

    What we learned

    Therefore, by adapting to the observation that quality monitoring is a strategic process rather than a tactical one, companies will begin to see an improvement of their customer experience, as customers will steady become their brand advocates, since according to Nielsen Survey 92% of consumers trust recommendations from brand advocates; resulting in unimagined and unperceived business growth.


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