Great Quality Scores Sabotaging Member Happiness?
August 03, 2012
August 03, 2012
I met with a large health insurance client recently who has achieved enviable quality scores in their call center supporting a Medicare plan. Month in and month out the documented quality monitoring process in place is yielding scores around of 96% on average. Impressive.
I reviewed the quality scorecard, and it appeared very robust. There are 50 – 55 questions that seem to ask all the right questions like agent accuracy, compliance, good communication skills and effective call handling.
What struck me when I listened to the actual calls from customers was that quality scores might very well be at 96%, but I could tell that those customers are not 96% happy. Perhaps 65% happy is closer to reality. It’s certainly subjective, but the true representation of the customer’s experience was off.
The client noticed too. He characterized one specific call as “OK, and in total compliance — but it wasn’t special in any way.” The call may have resulted in a satisfactory experience and outcome for the customer, but it wasn’t a great call – – just a good call. This particular call scored a 92% using the quality scorecard.
What’s true about quality monitoring scorecards in most every call center, anywhere is that they are very good at identify the really bad customer experiences. But how can one decipher between the good and the great customer experience? What’s missing?
In my experience, taking a good service program to the next level requires:
Transform a Good Call into a Great Call
To change a good call to a great call, an agent will round out information with good explanations. He will match the member’s conversation style and he will convey that that he is going to go the extra mile to take care of that member. Most scorecards don’t rate these items at all, or certainly not to the extent that the scores are weighted enough to make them stand out.
So what might we do differently in quality monitoring?
All this adds the ability to identify the higher level skills the call center needs to move a good customer experience to a GREAT one while keeping your scorecard from sabotaging your member’s happiness.