Let me be candid. Call centres do not have the best reputation when it comes to customer experience (CX).

This is exacerbated by the fact that customer queries, complaints and issues are never the same. Don’t get me wrong, responding to such complaints must remain individualised in order to provide the personalised experience customers demand. However, personalisation creates complexity, and complexity creates a heightened chance of providing poor CX.

While contact centres may not be considered a core function of the business, they have a major impact on brand reputation, customer retention, and bottom-line success.

Effective Quality Assurance (QA) for contact centres, is a must. QA encourages data driven insights, for real-time solutions which helps identify costly mistakes before they occur. It also improves the use and analysis of existing systems for a holistic view on the overall contact centre operation. Decisions can be made on culture and practices that can create an experience that exceeds customer expectations.

Can you rely on your contact centre to deliver on your customer experience goals? Have you considered QA practices to improve your contact centre operations?