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Glossary · Q · QM

Quality management

Team meeting in a glass meeting room in the evening

Definition

Quality management (QM) in customer service evaluates conversations and cases against defined evaluation forms, calibrates the evaluators and turns the results into coaching and learning.

How good is our service, really? Metrics such as handling time or service level only answer that indirectly. Quality management looks at the conversations themselves: what was said, what was resolved, how did it sound?

#The process

A good QM programme is transparent: agents know the evaluation form, see their evaluations and can discuss them.

  1. Sampling: conversations are chosen at random or by criteria, such as topic, channel or for new team members.
  2. Evaluation: an evaluation form defines what matters: understanding, resolution, accuracy, data protection, tone.
  3. Calibration: several evaluators score the same conversation and align their standards.
  4. Coaching: results feed into conversations with the team lead and into matching learning modules.

#Calibration: the underrated step

Without calibration, an evaluation form mostly measures who did the evaluating. One team lead is strict, another generous, and the results cannot be compared.

Regular sessions in which evaluators score the same conversation and discuss differences create a shared standard. Only then are evaluations fair enough to base development on.

Team meeting in a glass meeting room in the evening
Calibration session: one conversation, several evaluators, one shared standard.

QM needs material: call recordings and, where needed, screen recordings. In Germany, recording privately spoken words without authorisation is a criminal offence (section 201 of the Criminal Code).

Recording therefore requires consent, from the customer and from the agents. GDPR duties come on top: purpose limitation, access rights, retention periods.

#From sample to topic

People can only evaluate a small share of conversations. Speech analytics complements the sample: it sorts every conversation by topic and shows which ones deserve a closer look. The evaluation itself stays with people.

#Quality management in Univerx

In Univerx Workforce, quality management covers recording with consent, evaluation forms and calibrated evaluators. Results feed into performance & development with scorecards and coaching. Read on: Team leads see topics, not just numbers.

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