Challenge
In 2021, following the merger of Tasplan and MTAA Super and the launch of a new brand and frontline contact centre, Spirit Super partnered with CSBA for an independent quality review.
While the in-house contact centre already had a well-established internal Quality Assurance (QA) program, it was primarily focused on compliance, qualification, and issue resolution.
To elevate service and ensure a best-in-class member experience, Spirit Super sought external expertise to validate their QA approach. By undertaking an independent assessment, they aimed to identify potential gaps, provide targeted support for Team Leader calibration, and receive expert feedback on their existing Quality Framework.
Solution
CSBA recommended an initial program encompassing:
- An independent review of service quality delivered via the Spirit Super contact centre channels against the best-practice SenseCX framework, to identify weaknesses and inform priorities for improvement.
- Guidance to address gaps and assist Team Leader’s to support and develop frontline staff and drive continuous improvement.
- Independent, specialist feedback on Spirit Super’s own Quality Framework and recommendations for enhancement.
Outcomes
The initial program revealed several improvement opportunities, including the use of Introduction standards across channels, building capability in Live Chat and upskilling Team Leaders in how to coach for collaborative member interactions. All were addressed during calibration workshops with Team Leaders.
12 months on from the initial program and with new quality guidelines in place, Spirit Super commissioned a follow-up assessment program to measure how service quality had improved. Customised frontline training was also implemented at this stage to elevate the standard of written communication toward a ‘next best’ member conversation.
Outcomes from the follow-up program of external quality assessment and training revealed overall solid improvements, including:
- A higher and more consistent level of service quality across all channels based on a best practice interaction framework
- Interactions that were easier for members, with agents taking them through a guided collaborative interaction
- More effective call introductions, with agents taking a greater sense of ownership of member queries from the outset
- A considerable improvement in overall email interaction quality, particularly in behaviours that made it easier for members.
