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What is quality assurance in call center


Quality assurance in a call center is critical to ensuring customer happiness and maintaining high service delivery standards. When you contact a call center for help or information, you expect rapid and accurate responses.

So, what is Quality Assurance?

Quality assurance is the process through which contact centers monitor and analyze the performance of its employees to ensure that they meet or exceed customer expectations on a constant basis.


The process of monitoring and analyzing customer interactions to ensure that set requirements are fulfilled is known as call center quality assurance (QA). You may maintain and improve the quality of your call center's customer service by monitoring calls, emails, chats, and any other channels of communication.

So, how can you make the best use of quality assurance in your call center? You must grasp how QA works and the benefits it provides.

Customer satisfaction, service standards, regulatory compliance, finding training opportunities, and enhancing operational efficiency are common contact center QA objectives. Effective quality assurance can also increase client retention and drive corporate growth.

Below are some of the reasons why you need Quality Assurance in your call center:

1. Correlating quality assurance scores with customer feedback/surveys

90 percent of customers agree that businesses should allow customers to submit comments. Even with this feedback, many call centers struggle to reconcile what they consider to be good customer service with what their customers consider to be good customer service.

The best way to determine whether there is a gap between your perception and that of your consumers is to compare your quality assurance scores and comments from customer surveys. The ability to mix internal and external sentiment in a single dashboard is critical. You can measure productivity, effectiveness, and the customer experience by displayingyour CSAT and NPS scores alongside your QA scores.

2. Call center quality assurance is used to evaluate agent performance.

For obvious reasons, evaluating agent performance is one of the most prevalent applications of call center QA. Individual agents' service quality is graded by QA in the call center. Indeed, call quality indicators were considered the most popular method of evaluating agent performance.

Just make sure you're measuring agent effectiveness against relevant metrics. This entails gaining a thorough understanding of what you need to evaluate and why. Ask yourself what behaviors lead to effective outcomes, and then link those behaviors to KPIs (business-critical, customer-critical, and process-critical).


3. Finishing the root cause analysis

Many call center and QA managers keep QA at the surface level and do not go deeper. However, one of the most significant quality assurance responsibilities in a call center is the capacity to conduct root cause analysis and discover gaps in performance and expertise.

This necessitates both high-level QA scores and detailed reports that provide advanced information about each encounter. The greater the level of detail you watch, the more probable it is that you will notice disparities, opportunities, and pitfalls. From there, you can get to the bottom of causality and decide whether or not correlation exists.

4. Providing coaching and building learning and skill development plans

Quality assurance gives training managers and coaches detailed feedback on individual agent performance—both where they struggle and where they excel. This knowledge can be utilized to shape coaching sessions and create customized training.

The most annoying component of a bad customer service experience is an agent who lacks the expertise or capacity to resolve a customer's problem.

Rather of assuming what your agents need to know, quality assurance in a contact center can assist you in determining exactly what you lack so that you can build and provide an appropriate training program.

Then, just like a coach, you can utilize QA to track progress and determine whether everyone has received the necessary training and skills.

It's an ever-changing process that should be closely tied to your organization's goals, resources, and agent needs, as well as based on regular performance reviews.


5. Facilitating regulatory compliance

Regulatory compliance is an area in which your call center should take precautions. A single blunder might result in severe fines of up to $100,000 each month. For example, the Federal Trade Association recently penalized telemarketing provider Infocision $250,000 for noncompliance.

Call centers in the United States must comply with the following regulations:

All of this adds to the requirement for regulation and compliance inspections, as well as a mechanism for corrective actions. Compliance checks are an easy way to improve quality assurance in a call center. You can lower your exposure by using robust control mechanisms (such as breach warnings, pass/fail rates, and compliance failure information).


6. Sharing customer insights that are used throughout the organization

The most underutilized QA function is utilizing knowledge from call center quality assurance in other areas of the organization. Given the plethora of contact center analytics available today, it's simple to see how this occurs, but it doesn't have to be the case.

Quality assurance in your call center can bring a plethora of business benefits such as higher revenue and customer happiness.

When done correctly, quality assurance can reveal:

●       What it takes to develop brand advocates who will promote your brand.

●       Brand distinction is what sets your firm apart from the competition.

●       Customer retention is the reason why your customers are eager to stick with your brand.

●       Client value is the monetary value of a client in terms of revenue and profitability.

●       Potential revenue—areas where your clients are willing to spend more for a better experience.


7. Keep an eye on your remote staff.

Remote call centers are more common than ever before. Even if you have a centralized call center, you most likely have remote agents who use the cloud.

Quality assurance in your call center is critical to monitoring your remote position. It's especially useful for determining whether your remote agents have the communication tools, productivity tracking apps, and environments they need to be effective.

Remote QA is one of the simplest and most effective ways to monitor your remote employees and make process improvements as needed.

Find out how you can do that with ease here.


8. Improving internal processes

According to 77 percent of CEOs, their primary objective is to improve operational efficiencies and promote revenue growth. QA at the call center is not a one-way street; supervisors and managers communicate their performance assessments to agents and other stakeholders and solicit feedback from them. This can uncover issues that are impeding greater performance, and with this information, internal process changes can be implemented.


The objective is to better understand your call center workflow by utilizing your quality assurance procedure.

You must be able to create an organizational chart that will assist you in determining:

●       Who is in charge of what, so that you can prioritize support tickets and needs

●       What resources are available to help you categorize and segment your customer service support?

●       How your customer service is delivered, so that self-service can be enabled as needed

●       The degree of Agent production, as well as the ongoing testing of new techniques to increase efficiency


9. Providing data for audit trails

Using QA for auditing is applicable to interactions in which a failure is recorded. This is especially true for industries that are heavily regulated.

An audit determines what corrective action was made once a failure was identified. A strong quality assurance system will identify and track these remedial actions, reducing the need for human documentation. You should be able to notify agents via email of their recorded QA score, as well as a record of the actions taken and associated dates.


10. Improving the client experience

With reason, 74 percent of firms believe that customer service should be included on the "quality" scorecard. Good customer experiences can improve revenue by up to 24%.

With call center QA, you can quickly assess your ability to provide pleasant client experiences. And you can examine the specifics from an operational, tactical, and strategic standpoint. By using QA to drill down into each client encounter, you can perform root cause analysis and then use that knowledge to make improvements to identified problems, thereby improving the customer experience.

You may also utilize QA to identify the entire anatomy of a successful customer experience, such as tone of voice, active listening, rapport, effective inquiries, empathy, and so on, and then design standards for productive interactions. As a result, from the minute you hire an agent, they will know exactly what they need to do to ensure customer success.

11. Monitor hard and soft gains

In a call center, quality assurance is more than just informing you what you did wrong or good. It also allows you to keep track of what's going on by giving you a history of your quality monitoring that you can mine for insight.

You can discover: how you're increasing revenues from your call center actions; how you're improving customer flow; how you're reducing customer churn; how you're improving loyalty; how you're increasing engagement; how you're enhancing productivity; and even how you're improving collaboration by quickly retrieving past data and comparing it to your future trajectory.

The idea is to employ call center quality assurance to track both hard (tangible) and soft (intangible) gains. This enables you to delve deeper into the "why" of your call center's mission.


The Importance of Quality Assurance in Call Centers

The importance of quality assurance in a call center cannot be overstated. You can evaluate every agent and every channel—from emails to phone calls, social media answers, customer support problems, and more—if you have the correct processes in place and the right expertise. And from there, you can get a complete picture of your call center outcomes, allowing you to maintain the quality standards your clients expect while still complying with regulations.


Finally, quality assurance in a call center is critical to ensuring consistent and great client experiences. Call centers may maintain high customer delivery standards by building rigorous monitoring mechanisms, providing ongoing training and coaching, and performing regular performance evaluations.

Quality assurance not only identifies areas for improvement but also enables call center personnel to provide personalized and efficient customer care. 

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