Zoom Contact Centre Quality Management – Overview & Review

Zoom has been making significant waves in the CX space over the last 18 months, offering a differentiated approach to CCaaS, with a modern take on customer and employee experiences. With over 700 customers on board (as of February 2024), Zoom CX is scaling fast, and with advanced features such as AI Companion included free of charge, it’s not difficult to see why so many companies have recently been selecting Zoom Contact Centre and Zoom Virtual Agent for their customer service technology.

In Q4 2023 Zoom added Quality Management to its contact centre and WFEM repertoire. Leveraging the power and accuracy of Zoom’s impressive transcription technology, along with core elements of the tried and tested Zoom Revenue Accelerator (formerly Sales IQ) functionality, Zoom Quality Management centralises agent feedback, coaching, and compliance in Zoom’s intuitive agent and supervisor interface.

As a Zoom Solution Partner and the world’s first Zoom CX Competency Partner, Acceleraate has been demonstrating and implementing this technology for multiple clients over recent months, so we’ve prepared a deeper dive into some of Zoom Quality Management’s key features, and more importantly, the potential impact for your organisation.

Zoom Quality Management – Key Features

Engagement & Sentiment

Once an interaction has been completed, Zoom’s AI technologies can summarise the conversation, identify agent behaviour and performance attributes, and score/rate key elements of the conversation.

The Engagement score is based a variety of factors, including talk-time ratio, response time lag, and frequency of speaker changes. These are used to estimate how engaged a consumer is throughout the entirety of the interaction. Whilst the Sentiment score focuses on the sentiment of the consumer with higher scores indicating a more positive effect. These overview analytics are useful in helping contact centre QAs manage interactions by exception – for example, generate a proactive alert when a consumer’s engagement score and/or sentiment is less than 50.

Engagement analytics can also identify Next Steps, Call Outs, Topic Highlights, and Speech Events – such as silence, crosstalk, and on-hold events. Importantly, all thresholds are customisable to the client’s own requirements.

Agent Summary

The agent summary analytics provide deeper insight into agent behaviour and mannerisms whilst dealing with customer interactions.

• Talk-Listen Ratio – this identifies the percentage of the interaction when the agent was speaking.

• Longest Spiel – this shows the duration of the longest speech segment. A spiel is being the only participant speaking which can discourage participation and impact listener comprehension.

• Filler Words – this shows the average number of filler words used by the agent. Filler words such as ah, um, and hmmm can indicate agent hesitation and potential training needs.

• Talk Speed – this shows the average number of words spoken per minute by the agent.

• Patience – this reflects how much time elapsed between a question and the respondent’s answer.

Based on this data, supervisors can work with agents to improve their conversational skills and enhance the customer experience.

Indicators, Topics & Automation

Supervisors and system admins can create a variety of specific words, key phrases, sentences, and topics in recording transcripts that they would like to track and monitor. Termed as Indicators and Topics in Zoom Quality Management, these have a wide variety of potential use cases both consumer-side and agent-side. When paired with Zoom’s onboard automation, interactions can be automatically queued for evaluation, and assigned to a QA evaluator for completion.

Examples might include: “Flag an interaction when a competitor is mentioned”, or “Flag an interaction if bad language is used”, or “Flag an interaction when sentiment score is <50”.

Importantly, these automation conditions support And/Or/Is Not logic allowing supervisors and evaluators to create granular rules and conditions for a variety of different quality management cases. For example:

Alert me when…

Channel Type is Voice, AND

Sentiment Score is Lower Than 50, OR

Engagement Score is Lower Than 50, AND

Indicator is “Speak to a Manager”

In addition, when new/additional indicators or topics are added, Zoom Quality Management can re-process all previous interactions allowing supervisors and reporting users to identify trends from historical data, as well as future interaction data. QA automation intervals can be set to run daily, weekly, or on a continuous basis, and email alerting is also supported.

Scorecard Management

Zoom Quality Management provides an intuitive form-builder which supports a wide variety of question types – yes/no, single choice, rating scale etc. Different scorecards can be created and assigned for different interaction channels, or for specific scenarios such as non-compliance, or lower sentiment interactions.

QA calibration is also supported, enabling multiple assessors to score individual interactions to ensure continuous improvement, consistency, and fairness across the quality management operation.

Feedback & Collaboration

Contact Centre QA processes work best when feedback is instant, and direct collaboration between assessor and agent is enabled. Zoom Quality Management provides a number of capabilities in this area.

Agents can view all of their own interactions, including those that have been scored, in the Zoom portal.

Agents also have the ability to submit a dispute back to the assessor, in the event that they do not agree with the scoring provided:

Comments can also be added to the interaction analysis, offering the ability for agents and assessors to chat/mention/comment, for example when providing praise, or suggesting improvements. This streamlines the feedback process and maintains strong lines of communication between agents and QA assessors.

In summary

One of the key areas that makes Zoom Quality Management stand-out is the quality and consistency of Zoom’s AI transcription technology. We’ve worked with multiple QM providers over the last decade and - whilst plenty of high-quality tools exist in the market - transcription accuracy is often the limiting factor when developing more automated processes and moving to a much more efficient “management-by-exception” QA model.

Despite its relative infancy, the quality of transcription combined with Zoom’s onboard AI services delivers an intuitive and efficient quality management solution, delivered in Zoom’s familiar, single application. The reporting stack is highly competent – offering a variety of MI surrounding agent evaluations, evaluator performance, indicator, and topic mentions, whilst product usability and simplicity has Zoom’s usual stamp on it.

Zoom Quality Management is included with the Zoom Contact Centre Elite licence, or available as an optional add-on for Essentials and Premium licence tiers. To arrange a demo or for more information, please don’t hesitate to get in touch!