Call centre quality assurance (QA) can help to identify issues with your call agents and opportunities for retraining – and far from alienating those who are singled out for extra coaching in this way, call centre QA can actually help to boost employee engagement.

That’s because it gives you a chance to tell employees exactly what is expected of them, as well as the help and support that is available to them in order to excel in their job.

Both of these are key factors in the employee’s psychological contract – which governs things like their perception of their role, their obligations in terms of what they provide to the company, and their reasonable expectations in return.

The psychology of identifying with call centres

Newly published research in the Journal of Psychology in Africa and titled ‘Psychological contract influence on organisational identification among call centre employees’ looked at how these factors affect how closely call centre agents identify with their company.

Among almost 200 participants, two thirds of whom were female and three quarters permanent employees, the researchers found a close correlation between the psychological contract and the individual’s level of identification.

“Various components of the psychological contract had varying degrees of influence on the relationship between the psychological contract and organisational identification,” the researchers wrote.

“All dimensions of the psychological contract, excluding employer obligations, significantly predicted organisational identification.”

How to target call centre staff psychology

The article recommends employers adopt a stronger focus on the significant aspects of the psychological contract among their employees, including the mutual obligations between employer and employee.

In so doing, you can help to make sure every agent in your call centre is aware of the expectations of their role, and of the ways in which you are available to help them if needed.

Call centre QA is a key enabling element in this, using tools like 100% call recording and call grading to provide direct feedback to your agents on areas where they perform well, and others where they could improve their processes and behaviours.

Why organisational identification matters

Staff who identify closely with their company are naturally more committed to achieving positive results than those who go to work solely to earn money.

This can help to raise productivity and positive outcomes, as well as improving retention of talented, engaged staff who feel they are a good fit for your organisation and even enjoy coming to work.

Effective call centre workforce management tools mean you can put people where they are the best fit, again helping them to feel recognised and supported, and part of the organisation.

And customers are more likely to achieve a satisfactory outcome too when they interact with the agent who is best equipped and experienced to deal with their enquiry on the first call.

Together, call centre QA and workforce management give you an excellent overview of your contact centre, from planning shifts in advance, through to analysing the quality of the calls that pass through your facility on the day.