Developing a high quality monitoring and coaching system starts with identifying your desired outcome – results. If the Conversational Quality (CQ) system is not designed to be an accurate measurement of performance, then that disconnect will result in a quality system that can actually harm your results rather than help them. The question becomes, how do you know if your quality system is working properly? What metrics do you look at to ensure a good product that will accurately measure results?
Over the years, I have seen many CQ systems where the quality score of the call does not align with the outcome of the conversation. In many cases, employees receive high CQ scores but their end results are low or vice versa. There must be a clear correlation between the CQ score and the desired outcome of the phone call.
It is a relatively simple calculation to perform in Excel or other software to see how strong or weak the correlation is between CQ scores and actual performance. Once that has been established it is a matter of consistently applying the CQ process accurately. To do this well and do it consistently, regular calibrations must be performed with those team members that are charged with implementing the CQ process. Regular calibrations will ensure consistent execution of the monitoring and coaching processes. If the correlation is high, then it must be monitored regularly to ensure that it is maintained. If the correlation is low, then it is critical to identify the gaps in the scoring model or in the execution of the model to bring the two metrics (quality score and performance results) back in line with each other.