Off Center
 
Timely and positive coaching is one of the most important tools in the contact center. Notice I said “timely” AND “positive” – this is no either/or scenario. Giving agents immediate feedback following an interaction with a customer is great, but not if that feedback makes them cry or want to punch you. By the same token, positive praise and constructive comments are wonderful, but not if the praise and comments refer to an agent-customer interaction that took place during the previous President’s administration.

A good coach plays a big part in determining whether an agent becomes a service nuisance and an early turnover statistic, or a long-lasting high-performer.

So, what comprises good coaching? Here are five practices that coaches in the best contact centers use to give their agents serious game:

Letting agents self-evaluate. When it’s the agent starting the “what needs to improve” conversation, things tend to flow much more smoothly and agents remain much more open to input and feedback compared to when the coach launches a unilateral attack. The best coaches give agents the opportunity to review their monitored contacts and allow them to express how much their performance stunk before the coach goes and does it for them.  

Agents are typically quite critical of their own performance, often pointing out mistakes they made that QA staff and supervisors might have otherwise overlooked. Of course, the intent of self-eval sessions is not to sit and watch as agents eviscerate themselves – as much fun as that can be – but rather to ensure that they understand their true strengths and where they might improve. Self-evaluations should cease if agents begin to slap themselves during the process, unless it is an agent whom you yourself had been thinking about slapping anyway.

 
Praising before pouncing. When it comes time to provide feedback, the best coaches start off acknowledging and recognizing what the agent did well, as opposed to opening with something of a more critical nature that may put the agent on the defensive. Even if the agent stunk up the call, it’s still important to start off with something positive: “Mary, you did an excellent job of being in your seat, continuing to breathe, and not pressing ‘release’ when the call arrived. Now I’d just like to talk a little bit about how you swore at the customer before breaking into tears…”

If an agent fails to identify a performance issue during their self-evaluation, good coaches don’t shove it down their throat. Rather, they point out the issue or behavior in question and ask the agent what they could have done differently, and then engage in an interactive discussion featuring constructive feedback and sometimes lollipops.  


Tapping the power of ‘ideal contact’ archives. One of the biggest complaints you hear from agents about coaching is, “They tell us what we did wrong, but they don’t help us to get better.” A great way to show agents how to get better is via recordings (or email/chat transcripts) of past agent-customer interactions that demonstrate a desired skill or behavior you want the agent in question to emulate. For example, if you have an agent struggling with excessive handle times, have them listen to a recording featuring an agent demonstrating excellent call control. Or maybe you have an agent who unwittingly comes off as rude to customers. If so, sit them down to listen to a call handled by an agent who isn’t a total sociopath.

Telling an agent they have to decrease their handle time and/or not be so mean doesn’t work nearly as well as showing them what call control and courtesy sounds like and asking them to comment on what they’ve just heard. Plus, most agents like learning from "one of their own” – more than being told what to do by a cranky supervisor who likely has it in for them.


Taking the “customer as coach” approach. Sometimes the best coaching in the contact center comes from folks who don’t even work there. As experienced and proficient as your supervisors and team leads might be at providing feedback on how agents can improve performance, it’s your customers’ direct comments that often have the biggest impact on agent development. This is certainly not to suggest that agents don’t require and value feedback from their superiors as well as from experienced peers, but there’s something about hearing things straight from the customer’s mouth that causes agents to not fall asleep during coaching sessions.

Having a supervisor tell an agent he needs to work on his empathy doesn’t hit him the same way as having him read “The agent I spoke to was colder than a naked Eskimo” on a survey completed by a customer he recently interacted with. Where agents may occasionally feel a supervisor’s or QA specialist’s take on their performance is subjective, there’s no arguing with the “Voice of the Customer”. So, whether you share customer comments taken from post-contact surveys, emails/letters sent from customers, or customer’s direct conversations with supervisors/managers (following an escalated call), those words can do a lot to engage agents and drive them to stop stinking so much.


Collaborating with agents to develop action plans. At the end of each coaching session during which a key area for improvement is identified, the best coaches typically work together with the agent to come up with a clear and concise action plan aimed at getting the agent up to speed. Such collaboration, just like with letting agents self-evaluate, is engaging and empowering to agents and makes them more likely to work hard to improve. The supervisor/coach still has the final say, but the agent is actively involved in the creation of the action plan.

A typical action plan may call for the agent to receive additional one-on-one coaching/training offline, complete one or more e-learning modules, work with a peer mentor, start taking powerful psychoactive medications, and/or undergo a lobotomy.

Penny Shipley
7/26/2013 02:09:35 am

Hi Greg,
Are you seeing more centers using Real-Time speech analytics to help with the “timely” and “positive” part of this?

A supervisor can be notified while a call is in progress, they can see keywords and phrases as well the score (positive or negative) of the Agent and the caller. Then the supervisor can join the call for real-time coaching. It not only helps the keep the customer happy, but helps the agent understand how a call should flow in real time. Some really power coaching opportunities as well as having those recordings for your next one-on-one discussions.

Just curious if you have seen this and what you take it on its usefulness?
~Penny

Reply
7/26/2013 03:03:27 am

Penny, I've HEARD of using speech analytics in this manner (mostly from solutions providers), but haven't seen it being utilized. While speech analytics can be a very useful tool for capturing customer sentiment and agent performance, I think that REAL-TIME coaching makes for an awkward interaction. An agent trying to focus on a call/contact at hand while simultaneously taking instruction from a coach would certainly have their hands full, and I would imagine the customer would take notice.

Perhaps sending the agent helpful text messages (via a screen pop?) that provide helpful suggestions regarding certain issues (like rate of speech, call control, script adherence, upsell/cross-sell opportunities) would be better than having a coach "in their ear". Otherwise, it's probably best for the coach to wait until the agent-customer interaction is over before providing feedback. (After giving the agent a chance to do a self-eval, of course!). That's my take.

I'd be interested in hearing from a contact center practitioner who has, indeed, used speech analytics for real-time coaching. Anyone? Anyone?

Thanks for your comment, Penny, and for sharing what could become an interesting practice.

Regards,

Greg

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