Quality assurance (QA), in its simplest terms, means checking that a product or service is completely up to scratch. So, when MVF set out to better its QA, its aims were high to create genuine value and assure that what its was putting out was nothing short of perfect.
MVF is a media and marketing services firm, which works with multiple industries including, logistics, education, business services, and more.
“Quality and data are at the core of everything we do. We want to meet and exceed our customers’ expectations,” said MVF’s speech and interactions manager, Jason Fletcher. He helped us understand this project for QA improvement even further.
The project’s ambitious targets
In QA, it’s a key consideration to resolve the concern – have people been correctly understood and supported? For this, the project’s main aim was to improve quality assurance en masse.
MVF also set itself the ambitious target of analysing 100% of QA calls that took place. This was to create a full understanding and launchpad for better quality assurance in the future.
“Knowing what happens some of the time is great, but knowing what happens all of the time makes me stand up and listen as well as giving confidence to make big decisions knowing what truly is happening in every interaction,” explained Fletcher.
“We achieved 100% coverage of our calls, which has opened this deep well of understanding that we can keep going back to for more value.”
MVF also worked with the CallMiner platform which provided a helping tool. The leader in customer conversation analytics assisted in delivering a single clear scorecard to the project. This made the barrier to entry as low as possible, with only a single piece of information to consume – further streamlining the process.
The ‘full picture approach’ helped to grow MVF’s business by allowing the firm to easily and quickly spot opportunities to help its customers with challenges they hadn’t initially considered.
The level of granular detail opened deeper conversations and created further opportunities to offer clients additional products and services.
Working with the human touch
The project set out to tackle the biggest issue with call quality models – relying on humans. Human error is inevitable, with no employee ever being at their same working capacity every day, or even every hour. This is where it’s best to automate and streamline the operation.
However, rather than simply allowing automation to take over these customer-facing roles and removing the call agents, it was important that the project allowed tech and humans to work in harmony.
“We are very keen to adopt the latest technology to make our employees more effective by utilising their skills rather than just their time,” continued Fletcher.
“Our QA team has many years of experience and instincts to draw upon. Giving them the opportunity to spend time looking at complex scenarios with access to large scale automation is the perfect recipe for leveraging the best technology and humans have to offer.”
Employee training is paramount to integrate the humans and automated processes into a QA system that would work well. The project also set out to create a culture of self-development, so the team can have a clear understanding of what they were doing individually, as well as their peers.
The results
MVF’s quality assurance improvement project was overall a success. It saw a jump in QA scores – with a 7.6% increase in the UK, and 8% up in the US.
Additionally, no other competing projects were kickstarted, granting MVF a leading advantage to excel in quality assurance for all.
With this successful project under MVF’s belt, Jason Fletcher looked forward to how MVF will grow next.
“[We will] learn, learn, and learn some more. We want to understand what our best people are doing. Our best agents bring a wealth of skill and knowledge that they don’t learn [directly] from us, and we want to learn from them.”
The overall results, intentions, and ambitions of the QA project showcase the commitment that a company makes to developing its employees while committing to better business practices.
This is an admirable case study for all, and one we should be taking some inspiration from the next time we want to improve our strategies.