Overview
A retail brand supporting high contact volume watched two numbers move the wrong way at once. Compliance scores sat below target, and customer satisfaction was slipping. Their quality scorecard showed the scores but not the reasons behind them.
The issue was coverage. Manual quality programs review roughly 2% of interactions, so the behaviors actually shaping compliance and satisfaction were happening in the 98% nobody heard. Qualfon’s Quality Analytics and Insights team changed what the client could see, and compliance improved 43% while customer satisfaction rose 12 points.
The Challenge
Our analysis revealed several issues:
Sample sizes too small to show a trend. Reviewing about 2% of interactions produced scores without enough statistical weight to tell the client which associate behaviors were moving compliance or satisfaction.
Feedback arriving too late to matter. Alerts came after an evaluation was finished, usually a day or two after the interaction. By the time a supervisor knew about a problem, the conversation was long over, and the associate had handled dozens more.
Customer satisfaction understood only in hindsight. CSAT could be analyzed only after a customer returned a survey, which meant the client was always responding to sentiment formed days earlier.
Behaviors the scorecard could not capture. The parameters being measured did not account for how associates handled holds, clarifying questions, and engagement, which were the behaviors customers were actually reacting to.
Our Solution
Qualfon’s Quality Analytics and Insights team used Automated Quality Monitoring (AQM), an AI-driven quality analytics capability that sits within Qai Predict, one of several modules in Qai Care, Qualfon’s suite of customer care solutions. AQM evaluates interactions at scale rather than by sample, scoring against the client’s quality parameters and surfacing patterns across the full call population.
Coverage moved from roughly 2% of calls to between 40% and 60%, which gave the client enough volume to see which behaviors were trending and where. Alerts reached supervisors in near real time instead of after an evaluation cycle closed, so coaching happened while the behavior was still fresh.
The analysis also connected quality parameters to the satisfaction scores they were driving. Hold procedure, script verbatim compliance, asking clarifying questions, and engaging with the caller each correlated with how customers rated the interaction, which told the client exactly which behaviors to coach toward.
The Results
Qualfon compared October and December scores across the client’s quality parameters.
- Script verbatim compliance improved 43%. This parameter carries an automatic zero on the QA scorecard when it isn’t met during a call, so every miss cost the associate the full evaluation. Near real-time alerts let supervisors correct the behavior in the moment rather than days later.
- Customer satisfaction rose 12 percentage points, as the client addressed the specific quality parameters correlating with customer feedback.
- Call coverage rose from roughly 2% to between 40% and 60%, giving quality scores enough weight to act on.
- Parameter attainment climbed from October to December across hold procedure, script verbatim compliance, clarifying questions, and caller engagement.
"With AQM, we moved beyond looking at a small sample of interactions to understanding the broader customer experience. We could see the patterns behind the client's compliance and satisfaction results much more clearly, and give their leaders the insight they needed to coach the behaviors that mattered."
-Aifred Selwyn Rogacion, Global VP of Shared Services – Workforce Management and Quality Analytics and Insights
Coverage was the piece that changed everything else. Once the client could see what associates were doing across most of their interactions instead of a thin sample, the connection between specific behaviors and customer sentiment stopped being a guess.
How Qualfon Can Help Your Business
Quality programs built on manual sampling ask supervisors to coach from incomplete information. Qualfon’s automated quality monitoring evaluates interactions at scale, flags compliance risks while they can still be corrected, and shows which behaviors are shaping how your customers feel about your brand.
You define the quality standards and compliance requirements. We handle the monitoring, the analysis, and the alerts that turn quality data into coaching your supervisors can act on the same day.
About Qualfon
Qualfon is a global BPO provider of omnichannel customer experience and business support solutions with locations on several continents. We are an agile partner specializing in call center support, revenue growth, and marketing services committed to serving our clients and their customers throughout the customer journey.
Learn more about Qualfon’s CX Innovation and Back Office Support Services.
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