ObserveAI
Context
In contact centers, Quality teams function as academic professors but for customer service. Like professors ensure academic standards, quality teams uphold consistency, effectiveness, and fairness in evaluating customer interactions.
Their responsibilities include setting clear quality standards, designing evaluation forms, hosting calibration sessions, providing training, and fostering collaboration between evaluators and agents. These efforts, similar to grading papers, ensure excellence in customer service.
Together, these components create the Quality Framework in a contact center, ensuring that customer interactions adhere to established standards and contribute to the business's overall success. Evaluation Forms are a practical implementation of the Quality Framework.
Problem
Quality teams faced significant challenges in establishing and managing effective quality frameworks, often built in silos with fragmented processes and multiple tools, much like navigating a disorganized academic course. This complexity hindered visibility, accessibility, and improvement efforts, resulting in inconsistent customer experiences, operational inefficiencies, data blind spots, demoralized agents, and limited agility to adapt to changing needs, ultimately leaving businesses vulnerable to market shifts.
Additionally, In the initial days of building the QM capability on ObserveAI, evaluation forms were configured and enabled by our internal teams, here’s what it looked like :
- The process of customers proactively reaching out for form creation or updates resulted in bottlenecks during peak demand periods.
- Moreover, issue resolution became a cumbersome task, and the iterative testing loop consumed significant time, hindering the efficiency of the entire evaluation process.
The Opportunity Our interactions with the customers emphasised a strong need to support the creation and management of evaluation frameworks. It is an essential function for the contact center quality teams.
Solution
Envision a streamlined and systematic approach that empowers quality leads to shape, refine, and seamlessly manage a well-coordinated quality management framework.
The " QA Form Builder," makes defining evaluation criteria, setting up forms, conducting regular calibrations, and keeping an eye on things a smooth ride.
QA Teams could now —
- Create Evaluation forms tailored to different Interaction Channels (Calls, Chat, Emails, etc.)
- Customize form questions and scoring logic as per business requirements
- Collaboratively address errors or gaps in form structure, grading logic, and reporting.
- Preview forms and make changes in real time.
- Simulate the Evaluation experience without impacting actual data.
My Role
I led the design of the "Form Builder" experience from start to finish. My primary focus was on simplifying and refining the process of managing QA evaluation forms on ObserveAI across multiple product development stages, such as Pilot, Labs, and Beta launches. I adopted an iterative design approach, crafting numerous prototypes and maintaining a consistent dialogue with customers through regular user testing sessions. The invaluable feedback from these sessions played a crucial role in enhancing the feature for optimal user-friendliness and ease of use.
Impact
Here’s what our customers had to say :
I think this is fantastic. It is exactly what we were looking for - very flexible and more importantly from a UX - it's also very thorough. I like the flexibility the admin has to create the scoring and the criteria that makes an excellent call. It is nice that you can customize that at will. Ease of use -10/10. One of the easiest form builders I’ve tried so far.
— QA Director, ERC-BPO
* more reviews on G2 Crowd ↗︎
Overall : 9/10. If only every tool was like this. It takes off the guesswork for anybody using it. Coaches get to be coaches!
— CX Supervisor, ITEL-BPO
I like the test mode. I was concerned about that. We were thinking opening it to several users. So having that test mode is going to be huge. Form builder, settings - it was straight forward, perfect!
— QA Manager, Accredited Debt Relief
