6 steps to create your call center evaluation form
A call center listening grid is an essential tool for evaluating advisor performance and improving the quality of customer relations. By implementing an evaluation grid, you can easily analyze and improve the interactions between your advisors and your customers.
By mastering this tool, you ensure that your team remains efficient and aligned with your company's objectives. Discover how to create and implement your evaluation form effectively in your contact center.
Step 1: Select the most relevant evaluation criteria
To build an effective evaluation form, you must choose the evaluation criteria carefully.
These criteria should align with your call center's objectives in terms of brand image, quality standards, and sales. Avoid confusion and misinterpretation by choosing specific, measurable, and relevant criteria for your team and for the customer experience you want to offer.
For example, you can define the following criteria to ensure customer satisfaction:
- Quality of customer interaction: Does the agent adhere to regulatory compliance processes?
- Active listening: Does the agent understand and respond effectively to the customer's needs?
- First call resolution: How often is a customer issue resolved without the need for follow-up calls?
Use key indicators to help you quantify and track performance. This not only allows you to monitor the progress of your agents but also to act based on the needs identified. For example:
- Customer satisfaction: Use surveys or satisfaction scores (CSAT).
- Average handling time: Calculate how much time an advisor spends per call and per customer request.
- Conversion rate: Monitor how many interactions lead to desired outcomes, such as sales.
Step 2: Co-construct with stakeholders
It is important to involve different stakeholders from the outset to ensure the relevance, transparency, and effectiveness of your evaluation grid.
Call center advisors and supervisors are the primary users of this tool. Their participation in developing the grid ensures that they understand and accept the evaluation criteria, which facilitates buy-in and reduces the risk of rejection of periodic evaluations. By incorporating their perspectives, you ensure that the grid meets the actual needs and situations encountered daily.
To work effectively with them, you can organize collaborative workshops where advisors and managers can jointly define the evaluation criteria. This participatory approach allows you to gather ideas and suggestions directly from those on the front line, thereby strengthening their commitment and sense of belonging.
In addition, soliciting input from teams to develop the detailed scoring framework helps clarify expectations and standardize evaluations. By regularly reiterating this procedure, you can continuously adapt and improve the evaluation grid, ensuring that it remains a relevant and accepted tool for all.
Step 3: Define a clear and precise evaluation grid
To build an effective evaluation grid in a call center, it is essential to define an evaluation framework to ensure a coherent and comprehensible evaluation process for all.
Divide your grid according to each call phase (call answering, customer identification, understanding the need, and overall call) and call type (inbound call, outbound call, follow-up call, etc.). This will serve as a basis for determining all the criteria to be evaluated for each type and phase of customer interaction.
Then, create a detailed structure with, for example:
- A clear description of each criterion
- Instructions for completing them
- Examples of expected behaviors
- A uniform scoring system
A clear evaluation grid not only optimizes performance monitoring but also ensures continuous improvement by precisely identifying the strengths and weaknesses of each individual.
Step 4: Weight the criteria appropriately
Not all elements of the evaluation grid are of equal importance. Some criteria may have a more significant impact on the center's objectives than others. For example, the first call resolution rate is an essential indicator for evaluating service quality and customer satisfaction.
Here's how you can weight the criteria:
- Identify essential criteria: Determine which aspects most significantly influence the customer promise, such as responsiveness or courtesy.
- Assign specific values: Allocate a weight based on the importance of each criterion.
By weighting correctly, you remain focused on the most critical aspects to better prioritize the performance improvement of your advisors.
Step 5: Test and regularly update the quality monitoring form
In theory, your quality monitoring form should work. However, its effectiveness and relevance can only be truly assessed in practice. Test it in real-world situations with supervisors or agents through self-evaluation to identify strengths and areas for improvement.
Ensure you conduct debriefings with the supervisor and agent after each test evaluation session. These discussions will allow you to gather detailed feedback and define concrete actions to improve the quality monitoring form.
Your quality monitoring form should not be considered definitive once completed. The needs of your company and the expectations of customers evolve over time. However, with a continuous update process, you can ensure that the evaluation criteria remain relevant over time.
Step 6: Automate agent evaluation using Speech Analytics
Only 1% of calls are listened to on average in contact centers. It is to overcome this problem that automating agent evaluation can transform your quality management by offering you a clearer and more detailed perspective of each telephone interaction. This automation phase is a critical step that can be optimized by using a Speech Analytics solution.
Thanks to speech analytics technologies such as Batvoice AI, you can analyze each call automatically and allow your supervisors to listen only to the most relevant calls. Our customers have also optimized their productivity with an average of 30% time savings on evaluation for 25 times more calls listened to.
It is crucial to use specialized AI like Speech Analytics because generative AIs are not yet reliable enough to ensure a relevant call evaluation. Specialized AIs are designed for specific tasks such as conversation analysis, thus offering evaluations with superior precision and consistency. This allows you to obtain a more reliable and representative view of your agents' performance in order to offer them coaching and training tailored to their real needs.
