speaker-0: You just need to make sure that you know the process, you understand the product, and then you have the team's advice.
speaker-1: Wow, qual quality assurance is not you know, it's definitely not that slap on sticker that everyone just assumes. There's so much more involved.
speaker-0: With the wow factor that we are already launching, we wanted to also showcase the extra miles, the extra efforts that our agents are doing.
speaker-1: Forget to hit the like button, drop a comment if you have a question, and also subscribe and join our YouTube if you haven't yet.
speaker-0: you
speaker-1: Hi everyone, welcome to another episode of the LTV Plus podcast. So let's talk about CX. Today we have a very special guest with us. It's Mr. Donovan. He has been with us for over three years now, and he's been working as a quality analyst. And we're gonna talk about something that's very special in the customer support process. So, hi Mr. Donovan, thanks for joining us.
speaker-0: to Vanessa and everyone that's listening today.
speaker-1: Thank you. So I think something that's really overlooked in the customer service process is quality assurance, right? Because people think all that matters is getting the people, getting the tools, but they don't really think about the quality of the work behind the customer support. And that goes a long way into helping customers have a better experience with your brand. So like I said, Mr. Donald has been working in quality assurance for over three years now. He's one of our senior QAs here at LTV Plus. So he's in the best position to tell us about quality assurance today. So the first thing I have to ask, Mr. Dono, is what would you say is quality assurance in the customer support process, right? Because sometimes just hearing it, it can seem very vague and you don't really know like what it means. So could you just walk us through what that looks like?
speaker-0: Yeah, sure. In regards to quality assurance, because there are so many terminologies that are out there, it changes depending on the industry and also the company itself. Like, for example, if it's in regards to semiconductors or machineries, we call it quality control, right? For ⁓ systems or softwares, that's quality assurance. But for customer service, we call it quality analyst. So it also differs in the process or the ways we do our job. So we serve as a fundamental foundation that defines opportunities of our agents, especially measuring their performance and analyzes all of the available data through the use of the tools and other means to interpret it to collaborate with our stakeholders. for us to help our clients and provide the term continuous improvement. So there's so many things to ⁓ give meaning to a quality support or a quality assurance analyst, but the big meaning for us is we're always here to help.
speaker-1: Mm-hmm. That's really interesting. It's like you wear many hats depending on the industry you're in. And I find that very, very interesting. ⁓ so why would you say quality assurance matters to customer experience specifically?
speaker-0: Yeah, for customer experience in regards to the quality analysts, it greatly impacts positively with regards to the key stakeholders that we have. First is the campaign clients. Second would be their customers. And lastly, our agents. So we are the ones that provides the agents to our clients so that they can provide customer service. improvements in regards to handling their customers and deliver the best possible way to provide service.
speaker-1: So I'm interested to know are there any particular like structures that are involved in the quality analyst process? Since we're saying analysts now for customer experience, would you say there are any structures that are involved?
speaker-0: Yeah, there are four main categories when it comes to the structure or the framework of being in quality. So, the first one would be the foundation, which is necessarily our quality guidelines. Next would be the people. So, we have ⁓ independent roles and responsibilities that we can take. Then also, there are processes that we can make use of in order for us to check, define, interpret it, measure. and then provides necessary detailed feedback and also recommendation and also maintain a good growth both in developing the needs that is required to us by our clients and also the things that we can essentially do to support that company. Also, there is the customer relationship because for customer service, that can be trained. but it cannot be maintained if it will be done with another, let's say, campaign. So it differs depending on their approach, right? Because we have multiple campaigns, multiple clients that have different or diverse culture, right? They have things that they need. They have this particular goal, depending on the industry, right? So we blend and also we adapt through those decision-making process provide clear and concise support and we also manage the necessary things for accountability and development of that particular campaign and company.
speaker-1: Well, that's really interesting. Cause ⁓ from what I'm getting from this, ⁓ aside from the general QA support processes, right, it seems like quality analysts specifically tailor their job to ⁓ the goals of the company or the goals of that campaign, which is so interesting because I feel like that would even boost performance more if you have someone that is laser focused on your goal, right? And can put everyone in order for that goal. ⁓ so the next question I have is how would you go about setting up this QA team, right? For people who have no idea or have no one on ground, for example, to start the QA process, would you recommend in-house, outsourcing, you know, just how would you go about setting up?
speaker-0: I think for the mere fact that the outsourcing is now available throughout the different industries, it's already moving on to an outsourced QA rather than an in-house QA because there are limitations and boundaries, But for an outsourced QA, you can get as much needed help like even if our company is in the US. we can support here in the Philippines, even in Kenya, in South Africa, right? We are working as one. We're diverse. We have different cultures that we can utilize to provide the advantages such as cost effectiveness, cost efficiency, tool proficiency when it comes to the necessary knowledge, right? There's also the flexibility when it comes to the technical skills. and process understanding because you can showcase like I've supported other companies but it's only restricted into your country. But here in LTV +, we can be diverse because there are some campaigns or clients that are residing in let's say Singapore. There are also campaigns that are residing in the Middle East, right? They can ask for support not only in the English part but also bilingual parts. So that can greatly give us advantage as an outsource not only for QA but also as an outsource company. So faster adaptability is also there, not having any unbiased perspective when it comes to the product and the process. And lastly, the most or the best thing that I can offer would be the collaboration. Right? everyone can be good in terms of participation even if you are in Kenya, in South Africa, yeah, even here in the Philippines while your main company is in the US.
speaker-1: Right, that's so cool. And I think what's just important is looking for a BPO partner that understands that and tries to align all their, you know, employees towards that goal as well. But I think some of the common concerns for people, right, who are looking to outsource QA or honestly any other job role is probably how will these outsourced agents align with my in-house agents? How are we going to ease that communication gap? Will they understand my brand values, my brand voice, and all those other concerns? So, ⁓ how can we ease that stress?
speaker-0: during the start of the hiring process. It's always good to let the people know that we have this culture. We also have the latest core values that we have that lead by love, not fear, customer success, and lastly, own it. So we're showcasing those core values in a sense that we're here to help, not just here to hire you on a job that you're aiming. to do so. But once we get your information or your capabilities, we will help you grow. That's the thing that I love when it comes to the ease in the hiring and also the training process. It's like everyone is there to provide all of the necessary things, especially our higher-ups. They provide the things that greatly gives us the necessary information. not to get culture shock, not to get ⁓ sidetracked on some of our goals. So the best approach for us to ease the hiring and the training process would be to give the employees, agents, QAs, or any other positions a way to adapt. Then give time during the onboarding process to showcase everyone's tasks. And then again, the collaboration is always there.
speaker-1: Yeah. ⁓ hiring and onboarding is key. ⁓ that's what I'm getting. It's very key ⁓ in the process. And I feel like even to our to clients too, right? The outsourced clients. You know, onboarding in their campaigns, walking them through their own brand values and the things that matter to their business would also help as well. That's why literally my favorite core value is our lead by love, not fear, because I think that really helps a lot, eases the process, you know. It doesn't make you feel as overwhelmed because you know people are there to answer your questions, they're there to walk you through it, and you just don't feel as alone in the process, right? ⁓ and now that we're touching on hiring as well, what would you say are some of the key qualities to look out for when you're hiring ⁓ a quality analyst or a quality assurance expert?
speaker-0: Yeah, I think the best factor when it comes to the quality analysts, communication-wise, they need to adapt on the diverse approach when it comes to effective communication. So effective communication doesn't just mean to be professional, but rather you adapt depending on the needed communication. We have campaigns that showcase or they sell toys. So it's not... good to always be professional or we would sound like robotic or we're just like... just for work but that's one thing. There's also the effectiveness when it comes to information exchange, right? We need to gauge the communication in the perspective of either the customer and also our clients, right? Like for example, if we have...
speaker-1: Good part serious.
speaker-0: customers that just want to have information in regards to their salaries. We need to express that some of the things are not available due to policies, something like that. So it depends on those kinds of situations. There's also the extensive experience to utilize. So some of our employees would have, let's say, background when it comes to law. Sometimes we have agents or employees that has backgrounds when it comes to health related support. So that can greatly be a factor when it comes to the quality side. So providing insights on those best practices, on those ways to communicate, that can greatly help in ⁓ saying that I'm the QA. ⁓
speaker-1: And I'm happy you touched on the experience thing, right? Because you've been doing this for years. And I'm just curious to know how your experience has, you know, affected your growth so far. because let me just use computer science, for example, right? So that's like an ever-learning job. Like you always have to improve, learn the new coding language, learn the new
speaker-0: There are always constant updates.
speaker-1: Yes, and constantly pr improved. Would you say the same thing is for QA?
speaker-0: Yeah, for that one in terms of the continuous improvement, it's not only with the quality side, but it's mostly on the risk mitigation, risk management and prevention. So we can see like in the best example that you have for computer science and also information technology. There are many like we don't use the term hackers anymore, but they grow. in quality that also happens. A continuous improvement and continuous growth when it comes to risk assessment, risk mitigation, and then risk prevention. So we always try to make sure to get in touch with the root cause analysis, failure assessments, and then implementation of improvements and also corrective actions that can greatly help in the future. So that can also be a way for us to say that We are constantly growing, right? Proactively, not reactively. So we are prepared.
speaker-1: Now obviously you've grown, you're a senior QA and all of that. So I do believe you do probably a lot of coaching work for the ⁓ younger QAs in your team and even in the hiring process as well, right? So how would you say ⁓ you know being a quality analyst helps in terms of coaching, whether it's the support agents, whether it's ⁓ upcoming QAs as well?
speaker-0: Yeah, I think for coaching part, I usually do it in a sense that what will happen if I will be the one that will be coached. It's like I'm doing a mirror effect on my end. I will be coaching this person, but before I coach this, I will coach myself. If I will be that person, what are my key takeaways? What are the lowlights that I can see directly? And then what are the necessary action plans? The... Main thing to do there before the coaching is to pause. Because if you're overwhelmed with thinking ahead, sometimes you will be putting the detail directly to that person rather than them showcasing what they've experienced like their own highlights, their lowlights or challenges, and then lastly their action plans. So the best thing is to pause like one to two minutes. Try to... be calm, relax, and then be the one that asks questions first so that they can openly provide all of the details and then that's the time that you can offer your suggestions or your insights. Like, I know you've said that you have challenges when it comes to supporting this campaign. How about we approach it on this kind of scenario? So that's one thing. For newly... ⁓ newly hired QAs. What I always do is to provide constant onboarding process. New hires, they tend to get overwhelmed. Like, ⁓ there's so many documents that I to There's so many campaigns that I need to support. What is the first thing that I need to do? So for me as a senior quality analyst, what I always love to do when it comes to the onboarding process is to guide them.
speaker-1: Yeah.
speaker-0: on what I do as a habit. So what are my daily dos and don'ts? What are my... like we call it the life of a QA. And usually, or on my end as a senior, I usually advise them this is what I do the first hour of my shift and this is already a habit. If you have a habit that is helping you maintain the... determination to work, then that can greatly help you if any case that there are common instances that will be needed.
speaker-1: You know, I really appreciate ⁓ learning from experience because something I something I struggle with, for example, in my career, right? As a social media manager, you don't really have like I'm not like brought into a team of other social media managers. So it's kind of like you're left to just figure it out. Obviously you have your own senior manager who helps you along the way, but in the actual practicality of it, it's kind of like a solo squad. So it's really great that QA sounds like Just a team, right? Of people who have experienced what you've experienced and can just help you along the way. That's really, really great. ⁓ something you touched on was the key being concerned about how they might have multiple campaigns, right? Running at the same time. So one thing I want to ask is how do you maintain that quality, right? Across multiple campaigns? I think that's something that's really that might be also a hesitation for people looking to outsource because they might feel like I mean they have so many people that they're managing. How can they really manage our quality to that standard and do this across country?
speaker-0: Correct. And the great example that I sometimes offer when it comes to that kind of scenario, right? You can already showcase if you have experience as a customer support agent or specialist or even technical support agent. You have been handling multiple channels, right? You answer calls, answer emails, answer SMS, and then also answer social media. and then other marketplaces, they also have their particular chat responses. So it's like that. So we're different channels. There are also different products with the different campaigns. So it's almost the same when it comes to preparation. You just need to make sure that you know the process, you understand the product, and then you have the team's advice. So not only with quality, There are also the team leads that can offer the necessary tracking when it comes to the productivity, the necessary details when it comes to the collaboration on the coaching, and then the training team that gives us refreshers when there are products that are being updated, process that are being considered, and then the client's approach when it comes to the necessary changes. So this is with the help of our customer success managers. So it's like working hand in hand, but then we as a quality would check if we are still right on track. We are still gearing towards the correct way to showcase that the goal of the campaign is still there.
speaker-1: And what would you say are some metrics that you can use to track, right? And also how can clients measure the benefits or the results of quality analysts themselves, you know, aside from the customer service team.
speaker-0: For the quality analysis ⁓ processes, we always do evaluations. So that is the most common ones. We check on the conversations coming in from the customer and then the agents. We also do validation on the surveys that they would encounter. So if there are conversations back and forth, during or by the end of the day, they would receive surveys. They would receive ⁓ indications from one to three or one to five star if the agent did a great job. So it's not just accepting it like a customer provided a one star. We need to validate and confirm if is it because of the agent? Is it because of the process that was done or the policies or is it because of the product? Right. Or lastly, it's just the customer not having. the best resolution that we can offer. There's also the necessary coordination with our stakeholders by doing monthly calibration. We do triad coaching, is what we call it. It's a collaboration with our team leaders, showcasing all of the necessary things that we've seen for either a week, two weeks, or a month with that particular agent so that we can gauge if there would be a trend. if we are seeing improvements, and lastly, if we are seeing commendations. So we also attend weekly and then bi-weekly syncs with our stakeholders through what we call campaign L10s. And then finally, we provide monthly business reports so that we can give it to our higher-ups and understand the performance of the campaign. So it's like we're checking the campaign's health. all throughout the weeks, the months, and we have the 30, 60, 90 performance checking. So that's how we check the quality.
speaker-1: Quality assurance is not, you know, it's definitely not that slap on sticker that everyone just assumes that there's so much more involved. And now that automation is everywhere, there are AI tools everywhere, right? ⁓ I'm just curious to know, because these processes sound like a lot, are there any AI tools that maybe help the team or help the QA process?
speaker-0: In terms of the AI for quality, we don't engage it yet, but rather we're trying to help the clients on them handling AI. you know, there are already clients that have a chat bot for chats. So it's the support of the quality that also checks those bots, those AI responses, if they are still right on track. So we're not gearing towards the AI part for quality, but rather we're helping those that are already using AI as a means to respond to their customers, respond to the process that are being done by AI. Because who would check those things, right? I know some of the tools they have ⁓ an audit, but sometimes due to automation, it's still not 100 % accurate. That's why we are the way to say that, yeah, it's running smoothly. There are cases that it's not running smoothly so that we can offer our guidance and then provide some necessary changes. Right? And I know some of the customers also would be afraid to rely on AI. Yeah. That's why they always ask, I still wanted to speak to a real person. In checking on that, we need to also gauge that it's not an AI that you are being responded to because that's also the funny thing that can happen nowadays. Customers thought that they are speaking to an AI, it's just that the agent is responding robotically. Right? So that can happen. So we also gauge on that one. That's why we're not... ⁓
speaker-1: What's the key, right?
speaker-0: asking for AI assistance yet when it comes to QA, but rather we're checking what the AI does with our customers and also our clients.
speaker-1: That definitely makes a lot of sense because like you said, AI makes a lot of mistakes. I mean, up till now. There are like sometimes I would search something or ask Chat GPT something and honestly it just like pulls in numbers from from the moon, right? And it's not actually verified. So it does make sense that as a quality analyst they're supposed to be checking the quality of these things, right? So if AI makes mistakes, what would be the benefit of implementing that? when you're trying to correct those mistakes. That doesn't really does make a lot of sense.
speaker-0: Yeah, it's like AI are still learning from us, but it's not gonna remove us from doing our job
speaker-1: Mm-hmm. Mm-hmm. Yeah, I totally agree. And okay, so we've been talking about QAQE, right? ⁓ I think it might help people better understand if they have like a real case study or an example, right? So I don't know if there are any examples in your arsenal. It could be internal, external, with our clients or anything of how Policy Astronauts specifically has like helped customer experience.
speaker-0: Yeah, there are so many and I just wanted to make it a ⁓ general information. had some problems before when it comes to monitoring especially the simple things that we are checking such as the AER statement. So, AER statement meaning acknowledgement, empathy, and then reassuring statements. There are cases that during a call, the simple I understand your concern and I can greatly help. Would be too general. Like agents would tend to give that but then by the start of the customer stating their concerns, they're not entirely sure what it is. So that acknowledgement itself and reassurance doesn't help. That's why I think in terms of both happier customers and happier agents would be showcasing what we call the wow factor. So this is quite new with quality. Before we call it commendations, but commendations are mainly with the responses coming in from the customer. Like, customers stating that this person is so good with his job, him a rig, right? It's just one direct compliment up to another. But with the wow factor that we are already launching, we wanted to also showcase the extra miles, the extra efforts that our agents are doing in terms of customer support and also technical support. Like, for example, if a customer that is not tech savvy, right? That the customer is stating, I can't log into my account. And then if the customer is not tech savvy, and then an agent just simply mentioning, dude, this step one up to 10. Do think they would understand those completely? any visual, just listening to the agent and giving all of that like, you done step one? Have you done step two? Right? But on the wow factor, we gauge how the agent relates to the situation of the customer, empathize the necessary details like, ⁓ that's quite a hassle for you to experience. But let me give you a best way possible for us to solve it. Like, if it's too technical, do you happen to have another means to see it? Like, do you have a laptop or while we're on the phone, can you open your computer? Search this website so that you can visually see the process. Or if there are any confusion on either step three or step four, let me see what I can do. Right? It's like you're doing the necessary things, but not just by stating it to the customer, do this, do this. An extra effort before it's not being checked by others when it comes to doing evaluation. Now we have that what we call wow factor and it's added as their QA score. So this is usually pertaining to industries that are in e-commerce. And there's also another one that I'm already seeing. when it comes to our agents. The multi-channel or seamless communication. So seamless communication is when they are speaking or communicating to the customer through calls, but then they can offer, how about I provide you an email so that we can give the solution not only through the phone, but also through email that can help you moving forward, right? So that's the seamless multi-channel approach.
speaker-1: And something you mentioned that stuck out to me, you said ⁓ QA score, right? So are scorecards something that are part of the QA process as well? And if they are, like how do we determine the scores, right, for customer support agents? Like what do you do to get, I don't know, maybe one star, two stars? I don't know how it works.
speaker-0: Sure. For the quality, as I mentioned, we have the quality guidelines. So it consists of the quality parameters. And the good thing about the quality guidelines that we have now is it is in respect with the core values that we have. So we have the lead by love, not fear, the customer success and the own it part. the lead by love, not fear consists of professionalism and AER statement. The professionalism includes the opening and branding, tone and demeanor, clarity and pronunciation if it's a call, and then accurate grammar if it's non-voice. Then lastly, offering further assistance and professional closing. So that's how we showcase professionalism. There's also the AER, as I mentioned, the acknowledgement, empathy, and reassurance. Now for customer success, there's only one parameter, and that is Solution focused thinking in solutions a solution focused thinking we check the way agents ask questions and give time to have active listening for boys or active listening for non boys So how they understand the reason that the customer contacts us and then how they ask question to specify if it's not clear or lean on to get best resolution or solution possible. And lastly, for ONIT, we have problem identification and tools utilization. So making sure that you are using all of the tools that we have at our arsenal and then root cause analysis. Then once it's done, you can provide the resolution and follow through for the follow-ups. Lastly, being efficient by timeliness. So the usual things such as the first contact resolution or the resolution time. So that is how we gauge things. It's being measured through percentage and it's being rated as either you've done it or not. So that's how we check things. And as I mentioned, when we're doing the guidelines, those parameters would also incorporate the wow factor. So we also check the positives. not just the negatives. But sometimes there are cases that it's evident that the negatives are too much. That's why we also created what we call the auto-fail categories. So it's almost the same as zero tolerance, parlasy, extreme negative behavior, Udeness, profanity, hanging up on the customer, avoiding the contact, something like that. So it's the auto-fail. or part of the Octofail categories. So that's how we check things when it comes to evaluation or validation. do checking on things such as is it the process or policies, the people, people meaning the customer, or is it the agent's fault? And then the product itself. So those are also the things that we are checking as part of quality and providing improvements by our feedback, then providing recommendation, and then monitoring if that is being done now or on the succeeding week.
speaker-1: So all those points add up to the percentage at the end of the day, the QE percentage. Okay. So I think this would mean like it's pretty much flexible depending on the company involved, right? The company hiring and even ⁓ the external company as well at their goals, right? Because we tailor this towards our core values, which I find very interesting. And I guess, you know, it's pretty much flexible depending on the company, right? Okay, let's just wrap it up. ⁓ what are
speaker-0: Right. That's right.
speaker-1: three actionable tips that you would say for e-commerce businesses that are looking for looking to integrate QA into their processes, right? Especially when they're outsourcing. So we've given a lot of great points through the course of this episode, but what are the top three actionable tips you would say?
speaker-0: Yeah, I think that the top three that can greatly integrate QA in the business is constant communication. That's one. Constant communication can greatly help because of the diverse part. Also, developing a connection with the agents. Sometimes there are quality analysts that always just checks on the data. They are too keen on what... are being evident because it's the numbers. That's only the analyst part. But for quality analysts, we also have a heart, right? We take consideration. We offer, as I mentioned, the wow factor to showcase the extra efforts that they are doing. that can greatly help developing a connection with the agents. And lastly, creating a habit that can always look for improvements. not just the mistakes or the markdowns that we're seeing. So those three can greatly help not only the campaigns that they are supporting, but also the stakeholders that they are doing collaboration with, and lastly, the company that they are staying.
speaker-1: ⁓ my god, thank you so much. This was such a an insightful episode. ⁓ I learned a lot that I didn't even know about the QA processes. And just for e commerce brands that are out there and are still, you know, struggling with should I is QA important? Is QA not important? I think we've been able to convince convince them of the importance of quality analyst in their Customer support experiences as well. Trust us, your customers will definitely thank you for it. Your support agents will thank you for it. And yeah, it's just going to overall improve your business, improve your growth. Thank you so much again, Mr. Donald, for joining us in this episode. And please, everyone, if you learned something new, don't forget to hit the like button, drop a comment if you have a question, and I'll make sure Mr. Donald answers it. And also subscribe and join our YouTube if you haven't yet. All right, thank you so much. Bye.
speaker-1: Wow, qual quality assurance is not you know, it's definitely not that slap on sticker that everyone just assumes. There's so much more involved.
speaker-0: With the wow factor that we are already launching, we wanted to also showcase the extra miles, the extra efforts that our agents are doing.
speaker-1: Forget to hit the like button, drop a comment if you have a question, and also subscribe and join our YouTube if you haven't yet.
speaker-0: you
speaker-1: Hi everyone, welcome to another episode of the LTV Plus podcast. So let's talk about CX. Today we have a very special guest with us. It's Mr. Donovan. He has been with us for over three years now, and he's been working as a quality analyst. And we're gonna talk about something that's very special in the customer support process. So, hi Mr. Donovan, thanks for joining us.
speaker-0: to Vanessa and everyone that's listening today.
speaker-1: Thank you. So I think something that's really overlooked in the customer service process is quality assurance, right? Because people think all that matters is getting the people, getting the tools, but they don't really think about the quality of the work behind the customer support. And that goes a long way into helping customers have a better experience with your brand. So like I said, Mr. Donald has been working in quality assurance for over three years now. He's one of our senior QAs here at LTV Plus. So he's in the best position to tell us about quality assurance today. So the first thing I have to ask, Mr. Dono, is what would you say is quality assurance in the customer support process, right? Because sometimes just hearing it, it can seem very vague and you don't really know like what it means. So could you just walk us through what that looks like?
speaker-0: Yeah, sure. In regards to quality assurance, because there are so many terminologies that are out there, it changes depending on the industry and also the company itself. Like, for example, if it's in regards to semiconductors or machineries, we call it quality control, right? For ⁓ systems or softwares, that's quality assurance. But for customer service, we call it quality analyst. So it also differs in the process or the ways we do our job. So we serve as a fundamental foundation that defines opportunities of our agents, especially measuring their performance and analyzes all of the available data through the use of the tools and other means to interpret it to collaborate with our stakeholders. for us to help our clients and provide the term continuous improvement. So there's so many things to ⁓ give meaning to a quality support or a quality assurance analyst, but the big meaning for us is we're always here to help.
speaker-1: Mm-hmm. That's really interesting. It's like you wear many hats depending on the industry you're in. And I find that very, very interesting. ⁓ so why would you say quality assurance matters to customer experience specifically?
speaker-0: Yeah, for customer experience in regards to the quality analysts, it greatly impacts positively with regards to the key stakeholders that we have. First is the campaign clients. Second would be their customers. And lastly, our agents. So we are the ones that provides the agents to our clients so that they can provide customer service. improvements in regards to handling their customers and deliver the best possible way to provide service.
speaker-1: So I'm interested to know are there any particular like structures that are involved in the quality analyst process? Since we're saying analysts now for customer experience, would you say there are any structures that are involved?
speaker-0: Yeah, there are four main categories when it comes to the structure or the framework of being in quality. So, the first one would be the foundation, which is necessarily our quality guidelines. Next would be the people. So, we have ⁓ independent roles and responsibilities that we can take. Then also, there are processes that we can make use of in order for us to check, define, interpret it, measure. and then provides necessary detailed feedback and also recommendation and also maintain a good growth both in developing the needs that is required to us by our clients and also the things that we can essentially do to support that company. Also, there is the customer relationship because for customer service, that can be trained. but it cannot be maintained if it will be done with another, let's say, campaign. So it differs depending on their approach, right? Because we have multiple campaigns, multiple clients that have different or diverse culture, right? They have things that they need. They have this particular goal, depending on the industry, right? So we blend and also we adapt through those decision-making process provide clear and concise support and we also manage the necessary things for accountability and development of that particular campaign and company.
speaker-1: Well, that's really interesting. Cause ⁓ from what I'm getting from this, ⁓ aside from the general QA support processes, right, it seems like quality analysts specifically tailor their job to ⁓ the goals of the company or the goals of that campaign, which is so interesting because I feel like that would even boost performance more if you have someone that is laser focused on your goal, right? And can put everyone in order for that goal. ⁓ so the next question I have is how would you go about setting up this QA team, right? For people who have no idea or have no one on ground, for example, to start the QA process, would you recommend in-house, outsourcing, you know, just how would you go about setting up?
speaker-0: I think for the mere fact that the outsourcing is now available throughout the different industries, it's already moving on to an outsourced QA rather than an in-house QA because there are limitations and boundaries, But for an outsourced QA, you can get as much needed help like even if our company is in the US. we can support here in the Philippines, even in Kenya, in South Africa, right? We are working as one. We're diverse. We have different cultures that we can utilize to provide the advantages such as cost effectiveness, cost efficiency, tool proficiency when it comes to the necessary knowledge, right? There's also the flexibility when it comes to the technical skills. and process understanding because you can showcase like I've supported other companies but it's only restricted into your country. But here in LTV +, we can be diverse because there are some campaigns or clients that are residing in let's say Singapore. There are also campaigns that are residing in the Middle East, right? They can ask for support not only in the English part but also bilingual parts. So that can greatly give us advantage as an outsource not only for QA but also as an outsource company. So faster adaptability is also there, not having any unbiased perspective when it comes to the product and the process. And lastly, the most or the best thing that I can offer would be the collaboration. Right? everyone can be good in terms of participation even if you are in Kenya, in South Africa, yeah, even here in the Philippines while your main company is in the US.
speaker-1: Right, that's so cool. And I think what's just important is looking for a BPO partner that understands that and tries to align all their, you know, employees towards that goal as well. But I think some of the common concerns for people, right, who are looking to outsource QA or honestly any other job role is probably how will these outsourced agents align with my in-house agents? How are we going to ease that communication gap? Will they understand my brand values, my brand voice, and all those other concerns? So, ⁓ how can we ease that stress?
speaker-0: during the start of the hiring process. It's always good to let the people know that we have this culture. We also have the latest core values that we have that lead by love, not fear, customer success, and lastly, own it. So we're showcasing those core values in a sense that we're here to help, not just here to hire you on a job that you're aiming. to do so. But once we get your information or your capabilities, we will help you grow. That's the thing that I love when it comes to the ease in the hiring and also the training process. It's like everyone is there to provide all of the necessary things, especially our higher-ups. They provide the things that greatly gives us the necessary information. not to get culture shock, not to get ⁓ sidetracked on some of our goals. So the best approach for us to ease the hiring and the training process would be to give the employees, agents, QAs, or any other positions a way to adapt. Then give time during the onboarding process to showcase everyone's tasks. And then again, the collaboration is always there.
speaker-1: Yeah. ⁓ hiring and onboarding is key. ⁓ that's what I'm getting. It's very key ⁓ in the process. And I feel like even to our to clients too, right? The outsourced clients. You know, onboarding in their campaigns, walking them through their own brand values and the things that matter to their business would also help as well. That's why literally my favorite core value is our lead by love, not fear, because I think that really helps a lot, eases the process, you know. It doesn't make you feel as overwhelmed because you know people are there to answer your questions, they're there to walk you through it, and you just don't feel as alone in the process, right? ⁓ and now that we're touching on hiring as well, what would you say are some of the key qualities to look out for when you're hiring ⁓ a quality analyst or a quality assurance expert?
speaker-0: Yeah, I think the best factor when it comes to the quality analysts, communication-wise, they need to adapt on the diverse approach when it comes to effective communication. So effective communication doesn't just mean to be professional, but rather you adapt depending on the needed communication. We have campaigns that showcase or they sell toys. So it's not... good to always be professional or we would sound like robotic or we're just like... just for work but that's one thing. There's also the effectiveness when it comes to information exchange, right? We need to gauge the communication in the perspective of either the customer and also our clients, right? Like for example, if we have...
speaker-1: Good part serious.
speaker-0: customers that just want to have information in regards to their salaries. We need to express that some of the things are not available due to policies, something like that. So it depends on those kinds of situations. There's also the extensive experience to utilize. So some of our employees would have, let's say, background when it comes to law. Sometimes we have agents or employees that has backgrounds when it comes to health related support. So that can greatly be a factor when it comes to the quality side. So providing insights on those best practices, on those ways to communicate, that can greatly help in ⁓ saying that I'm the QA. ⁓
speaker-1: And I'm happy you touched on the experience thing, right? Because you've been doing this for years. And I'm just curious to know how your experience has, you know, affected your growth so far. because let me just use computer science, for example, right? So that's like an ever-learning job. Like you always have to improve, learn the new coding language, learn the new
speaker-0: There are always constant updates.
speaker-1: Yes, and constantly pr improved. Would you say the same thing is for QA?
speaker-0: Yeah, for that one in terms of the continuous improvement, it's not only with the quality side, but it's mostly on the risk mitigation, risk management and prevention. So we can see like in the best example that you have for computer science and also information technology. There are many like we don't use the term hackers anymore, but they grow. in quality that also happens. A continuous improvement and continuous growth when it comes to risk assessment, risk mitigation, and then risk prevention. So we always try to make sure to get in touch with the root cause analysis, failure assessments, and then implementation of improvements and also corrective actions that can greatly help in the future. So that can also be a way for us to say that We are constantly growing, right? Proactively, not reactively. So we are prepared.
speaker-1: Now obviously you've grown, you're a senior QA and all of that. So I do believe you do probably a lot of coaching work for the ⁓ younger QAs in your team and even in the hiring process as well, right? So how would you say ⁓ you know being a quality analyst helps in terms of coaching, whether it's the support agents, whether it's ⁓ upcoming QAs as well?
speaker-0: Yeah, I think for coaching part, I usually do it in a sense that what will happen if I will be the one that will be coached. It's like I'm doing a mirror effect on my end. I will be coaching this person, but before I coach this, I will coach myself. If I will be that person, what are my key takeaways? What are the lowlights that I can see directly? And then what are the necessary action plans? The... Main thing to do there before the coaching is to pause. Because if you're overwhelmed with thinking ahead, sometimes you will be putting the detail directly to that person rather than them showcasing what they've experienced like their own highlights, their lowlights or challenges, and then lastly their action plans. So the best thing is to pause like one to two minutes. Try to... be calm, relax, and then be the one that asks questions first so that they can openly provide all of the details and then that's the time that you can offer your suggestions or your insights. Like, I know you've said that you have challenges when it comes to supporting this campaign. How about we approach it on this kind of scenario? So that's one thing. For newly... ⁓ newly hired QAs. What I always do is to provide constant onboarding process. New hires, they tend to get overwhelmed. Like, ⁓ there's so many documents that I to There's so many campaigns that I need to support. What is the first thing that I need to do? So for me as a senior quality analyst, what I always love to do when it comes to the onboarding process is to guide them.
speaker-1: Yeah.
speaker-0: on what I do as a habit. So what are my daily dos and don'ts? What are my... like we call it the life of a QA. And usually, or on my end as a senior, I usually advise them this is what I do the first hour of my shift and this is already a habit. If you have a habit that is helping you maintain the... determination to work, then that can greatly help you if any case that there are common instances that will be needed.
speaker-1: You know, I really appreciate ⁓ learning from experience because something I something I struggle with, for example, in my career, right? As a social media manager, you don't really have like I'm not like brought into a team of other social media managers. So it's kind of like you're left to just figure it out. Obviously you have your own senior manager who helps you along the way, but in the actual practicality of it, it's kind of like a solo squad. So it's really great that QA sounds like Just a team, right? Of people who have experienced what you've experienced and can just help you along the way. That's really, really great. ⁓ something you touched on was the key being concerned about how they might have multiple campaigns, right? Running at the same time. So one thing I want to ask is how do you maintain that quality, right? Across multiple campaigns? I think that's something that's really that might be also a hesitation for people looking to outsource because they might feel like I mean they have so many people that they're managing. How can they really manage our quality to that standard and do this across country?
speaker-0: Correct. And the great example that I sometimes offer when it comes to that kind of scenario, right? You can already showcase if you have experience as a customer support agent or specialist or even technical support agent. You have been handling multiple channels, right? You answer calls, answer emails, answer SMS, and then also answer social media. and then other marketplaces, they also have their particular chat responses. So it's like that. So we're different channels. There are also different products with the different campaigns. So it's almost the same when it comes to preparation. You just need to make sure that you know the process, you understand the product, and then you have the team's advice. So not only with quality, There are also the team leads that can offer the necessary tracking when it comes to the productivity, the necessary details when it comes to the collaboration on the coaching, and then the training team that gives us refreshers when there are products that are being updated, process that are being considered, and then the client's approach when it comes to the necessary changes. So this is with the help of our customer success managers. So it's like working hand in hand, but then we as a quality would check if we are still right on track. We are still gearing towards the correct way to showcase that the goal of the campaign is still there.
speaker-1: And what would you say are some metrics that you can use to track, right? And also how can clients measure the benefits or the results of quality analysts themselves, you know, aside from the customer service team.
speaker-0: For the quality analysis ⁓ processes, we always do evaluations. So that is the most common ones. We check on the conversations coming in from the customer and then the agents. We also do validation on the surveys that they would encounter. So if there are conversations back and forth, during or by the end of the day, they would receive surveys. They would receive ⁓ indications from one to three or one to five star if the agent did a great job. So it's not just accepting it like a customer provided a one star. We need to validate and confirm if is it because of the agent? Is it because of the process that was done or the policies or is it because of the product? Right. Or lastly, it's just the customer not having. the best resolution that we can offer. There's also the necessary coordination with our stakeholders by doing monthly calibration. We do triad coaching, is what we call it. It's a collaboration with our team leaders, showcasing all of the necessary things that we've seen for either a week, two weeks, or a month with that particular agent so that we can gauge if there would be a trend. if we are seeing improvements, and lastly, if we are seeing commendations. So we also attend weekly and then bi-weekly syncs with our stakeholders through what we call campaign L10s. And then finally, we provide monthly business reports so that we can give it to our higher-ups and understand the performance of the campaign. So it's like we're checking the campaign's health. all throughout the weeks, the months, and we have the 30, 60, 90 performance checking. So that's how we check the quality.
speaker-1: Quality assurance is not, you know, it's definitely not that slap on sticker that everyone just assumes that there's so much more involved. And now that automation is everywhere, there are AI tools everywhere, right? ⁓ I'm just curious to know, because these processes sound like a lot, are there any AI tools that maybe help the team or help the QA process?
speaker-0: In terms of the AI for quality, we don't engage it yet, but rather we're trying to help the clients on them handling AI. you know, there are already clients that have a chat bot for chats. So it's the support of the quality that also checks those bots, those AI responses, if they are still right on track. So we're not gearing towards the AI part for quality, but rather we're helping those that are already using AI as a means to respond to their customers, respond to the process that are being done by AI. Because who would check those things, right? I know some of the tools they have ⁓ an audit, but sometimes due to automation, it's still not 100 % accurate. That's why we are the way to say that, yeah, it's running smoothly. There are cases that it's not running smoothly so that we can offer our guidance and then provide some necessary changes. Right? And I know some of the customers also would be afraid to rely on AI. Yeah. That's why they always ask, I still wanted to speak to a real person. In checking on that, we need to also gauge that it's not an AI that you are being responded to because that's also the funny thing that can happen nowadays. Customers thought that they are speaking to an AI, it's just that the agent is responding robotically. Right? So that can happen. So we also gauge on that one. That's why we're not... ⁓
speaker-1: What's the key, right?
speaker-0: asking for AI assistance yet when it comes to QA, but rather we're checking what the AI does with our customers and also our clients.
speaker-1: That definitely makes a lot of sense because like you said, AI makes a lot of mistakes. I mean, up till now. There are like sometimes I would search something or ask Chat GPT something and honestly it just like pulls in numbers from from the moon, right? And it's not actually verified. So it does make sense that as a quality analyst they're supposed to be checking the quality of these things, right? So if AI makes mistakes, what would be the benefit of implementing that? when you're trying to correct those mistakes. That doesn't really does make a lot of sense.
speaker-0: Yeah, it's like AI are still learning from us, but it's not gonna remove us from doing our job
speaker-1: Mm-hmm. Mm-hmm. Yeah, I totally agree. And okay, so we've been talking about QAQE, right? ⁓ I think it might help people better understand if they have like a real case study or an example, right? So I don't know if there are any examples in your arsenal. It could be internal, external, with our clients or anything of how Policy Astronauts specifically has like helped customer experience.
speaker-0: Yeah, there are so many and I just wanted to make it a ⁓ general information. had some problems before when it comes to monitoring especially the simple things that we are checking such as the AER statement. So, AER statement meaning acknowledgement, empathy, and then reassuring statements. There are cases that during a call, the simple I understand your concern and I can greatly help. Would be too general. Like agents would tend to give that but then by the start of the customer stating their concerns, they're not entirely sure what it is. So that acknowledgement itself and reassurance doesn't help. That's why I think in terms of both happier customers and happier agents would be showcasing what we call the wow factor. So this is quite new with quality. Before we call it commendations, but commendations are mainly with the responses coming in from the customer. Like, customers stating that this person is so good with his job, him a rig, right? It's just one direct compliment up to another. But with the wow factor that we are already launching, we wanted to also showcase the extra miles, the extra efforts that our agents are doing in terms of customer support and also technical support. Like, for example, if a customer that is not tech savvy, right? That the customer is stating, I can't log into my account. And then if the customer is not tech savvy, and then an agent just simply mentioning, dude, this step one up to 10. Do think they would understand those completely? any visual, just listening to the agent and giving all of that like, you done step one? Have you done step two? Right? But on the wow factor, we gauge how the agent relates to the situation of the customer, empathize the necessary details like, ⁓ that's quite a hassle for you to experience. But let me give you a best way possible for us to solve it. Like, if it's too technical, do you happen to have another means to see it? Like, do you have a laptop or while we're on the phone, can you open your computer? Search this website so that you can visually see the process. Or if there are any confusion on either step three or step four, let me see what I can do. Right? It's like you're doing the necessary things, but not just by stating it to the customer, do this, do this. An extra effort before it's not being checked by others when it comes to doing evaluation. Now we have that what we call wow factor and it's added as their QA score. So this is usually pertaining to industries that are in e-commerce. And there's also another one that I'm already seeing. when it comes to our agents. The multi-channel or seamless communication. So seamless communication is when they are speaking or communicating to the customer through calls, but then they can offer, how about I provide you an email so that we can give the solution not only through the phone, but also through email that can help you moving forward, right? So that's the seamless multi-channel approach.
speaker-1: And something you mentioned that stuck out to me, you said ⁓ QA score, right? So are scorecards something that are part of the QA process as well? And if they are, like how do we determine the scores, right, for customer support agents? Like what do you do to get, I don't know, maybe one star, two stars? I don't know how it works.
speaker-0: Sure. For the quality, as I mentioned, we have the quality guidelines. So it consists of the quality parameters. And the good thing about the quality guidelines that we have now is it is in respect with the core values that we have. So we have the lead by love, not fear, the customer success and the own it part. the lead by love, not fear consists of professionalism and AER statement. The professionalism includes the opening and branding, tone and demeanor, clarity and pronunciation if it's a call, and then accurate grammar if it's non-voice. Then lastly, offering further assistance and professional closing. So that's how we showcase professionalism. There's also the AER, as I mentioned, the acknowledgement, empathy, and reassurance. Now for customer success, there's only one parameter, and that is Solution focused thinking in solutions a solution focused thinking we check the way agents ask questions and give time to have active listening for boys or active listening for non boys So how they understand the reason that the customer contacts us and then how they ask question to specify if it's not clear or lean on to get best resolution or solution possible. And lastly, for ONIT, we have problem identification and tools utilization. So making sure that you are using all of the tools that we have at our arsenal and then root cause analysis. Then once it's done, you can provide the resolution and follow through for the follow-ups. Lastly, being efficient by timeliness. So the usual things such as the first contact resolution or the resolution time. So that is how we gauge things. It's being measured through percentage and it's being rated as either you've done it or not. So that's how we check things. And as I mentioned, when we're doing the guidelines, those parameters would also incorporate the wow factor. So we also check the positives. not just the negatives. But sometimes there are cases that it's evident that the negatives are too much. That's why we also created what we call the auto-fail categories. So it's almost the same as zero tolerance, parlasy, extreme negative behavior, Udeness, profanity, hanging up on the customer, avoiding the contact, something like that. So it's the auto-fail. or part of the Octofail categories. So that's how we check things when it comes to evaluation or validation. do checking on things such as is it the process or policies, the people, people meaning the customer, or is it the agent's fault? And then the product itself. So those are also the things that we are checking as part of quality and providing improvements by our feedback, then providing recommendation, and then monitoring if that is being done now or on the succeeding week.
speaker-1: So all those points add up to the percentage at the end of the day, the QE percentage. Okay. So I think this would mean like it's pretty much flexible depending on the company involved, right? The company hiring and even ⁓ the external company as well at their goals, right? Because we tailor this towards our core values, which I find very interesting. And I guess, you know, it's pretty much flexible depending on the company, right? Okay, let's just wrap it up. ⁓ what are
speaker-0: Right. That's right.
speaker-1: three actionable tips that you would say for e-commerce businesses that are looking for looking to integrate QA into their processes, right? Especially when they're outsourcing. So we've given a lot of great points through the course of this episode, but what are the top three actionable tips you would say?
speaker-0: Yeah, I think that the top three that can greatly integrate QA in the business is constant communication. That's one. Constant communication can greatly help because of the diverse part. Also, developing a connection with the agents. Sometimes there are quality analysts that always just checks on the data. They are too keen on what... are being evident because it's the numbers. That's only the analyst part. But for quality analysts, we also have a heart, right? We take consideration. We offer, as I mentioned, the wow factor to showcase the extra efforts that they are doing. that can greatly help developing a connection with the agents. And lastly, creating a habit that can always look for improvements. not just the mistakes or the markdowns that we're seeing. So those three can greatly help not only the campaigns that they are supporting, but also the stakeholders that they are doing collaboration with, and lastly, the company that they are staying.
speaker-1: ⁓ my god, thank you so much. This was such a an insightful episode. ⁓ I learned a lot that I didn't even know about the QA processes. And just for e commerce brands that are out there and are still, you know, struggling with should I is QA important? Is QA not important? I think we've been able to convince convince them of the importance of quality analyst in their Customer support experiences as well. Trust us, your customers will definitely thank you for it. Your support agents will thank you for it. And yeah, it's just going to overall improve your business, improve your growth. Thank you so much again, Mr. Donald, for joining us in this episode. And please, everyone, if you learned something new, don't forget to hit the like button, drop a comment if you have a question, and I'll make sure Mr. Donald answers it. And also subscribe and join our YouTube if you haven't yet. All right, thank you so much. Bye.
