call center quality assurance
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Improve Quality Assurance(QA) in a Call Center

Musnad E Ahmed

Musnad E Ahmed

Last modified on March 13, 2024

Improve Quality Assurance(QA) in a Call Center

In today’s competitive market, call centers play a pivotal role in shaping customer experiences and perceptions. With a staggering 90% of people considering customer service a decisive factor in brand loyalty, the importance of robust quality assurance in call centers cannot be overstated​​.

What is Call Center Quality Assurance?

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Call center quality assurance (QA) is a systematic process of monitoring and evaluating agents’ customer interactions to ensure high-quality service. This continuous process involves setting quality criteria, preventing errors, and consistently improving service standards​​.

The Strategic Approach To Improve QA

Implementing effective QA measures in call centers is an ongoing task that requires a well-thought-out strategy, continuous monitoring, and team involvement​​.

♦︎ Establish a Clear QA Strategy

A clear QA strategy involves defining and understanding the specific metrics that will be used to gauge the quality in customer interactions.

These metrics, such as the Customer Satisfaction Score (CSAT), Negative Response Rate (NRR), and Repeat Contact Rate (RCR), should be aligned with the company’s overall customer service goals. Regular performance reviews using these metrics help quickly pinpoint issues and implement solutions.

♦︎ Designate QA Ownership

A designated individual or team that takes ownership of the QA process ensures that there is a clear point of accountability. This team should have the authority and resources needed to measure, analyze, and improve call center operations.

Their responsibilities include tracking performance, identifying training needs, and managing feedback loops.

♦︎ Omnichannel Monitoring

Quality assurance should encompass every customer support channel. This means evaluating interactions across email, live chat, SMS, and phone. Using a blend of known and anonymous monitoring methods can offer an authentic picture of the service quality and reveal areas needing improvement.

♦︎ Define Key Behaviors

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Identify and communicate the most important behaviors to your company and customers.

For instance, empathy can significantly impact customer satisfaction and loyalty. Training programs should focus on these behaviors to align agent performance with company values.

♦︎ Incorporate Regular Feedback and Coaching

Constructive feedback and coaching are essential for continuous improvement. Encouraging a growth mindset rather than using punitive measures helps in building a supportive and motivating work environment.

♦︎ Track and Celebrate Improvements

Acknowledging and celebrating progress, no matter how small, can greatly enhance agent morale. It also sets a positive precedent for continuous personal and professional development within the team.

♦︎ Focus on Low-Performing Agents

Agents performing below expectations should receive additional support, training, and mentorship to help them improve. This not only helps the agents grow but also contributes to the overall performance of the call center.

♦︎ Encourage Self-Monitoring and Collaboration

Fostering a culture where agents are encouraged to self-assess and engage in peer discussions can lead to proactive learning and development. It also promotes a team-oriented approach to quality improvement.

♦︎ Allow Dispute of Evaluations

A fair evaluation system allows agents to contest assessments they believe are inaccurate. This ensures that the QA process is transparent and just, which is important for maintaining trust and fairness.

♦︎ Share Real-Time Statistics

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Providing agents with access to real-time performance data can serve as a motivator and help them understand the immediate impact of their actions, leading to more dynamic performance adjustments.

♦︎ Balance Feedback

Effective feedback should include both positive reinforcement for good performance and constructive criticism for areas needing improvement. This balanced approach helps in maintaining a motivated and responsive team.

♦︎ Invest in Quality Assurance Software

Advanced QA software that integrates with existing CRM systems can streamline the QA process, providing a more effective workflow and better data management.

♦︎ Prioritize Hiring and Regular Training

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Recruiting the right people for the job and providing ongoing, scenario-based training ensures that the team is well-equipped to handle customer interactions.

♦︎ Involve Agents in QA Checklist Creation

Agents who participate in creating the QA checklists are more likely to understand and adhere to them. This inclusion can also improve the quality and applicability of the QA criteria.

♦︎ Introduce Monthly Themes

Monthly themes can make training and improvement efforts more engaging by focusing on different areas of service each month in a fun and structured manner.

♦︎ Utilize Best Practice Calls as Learning Tools

Using actual calls that demonstrate exemplary service as training materials can provide agents with clear, practical examples of desired performance.

♦︎ Motivate and Reward Agents

Recognizing and rewarding agents for reaching and exceeding quality assurance goals can drive performance and job satisfaction.

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Incorporating AI in call centers can revolutionize the QA process by allowing for the analysis of every interaction, leading to more comprehensive insights.

Semantic intelligence can interpret customer intent more effectively than traditional NLP and centralized data systems enable customized reporting, which improves strategic decision-making.


Implementing these strategies can significantly improve call center quality assurance, enhancing customer satisfaction, greater brand loyalty, and operational efficiency.

As call centers evolve, embracing technological advancements and keeping up with emerging trends will be crucial in maintaining a competitive edge and delivering exceptional customer experiences.

Sales organization and business process outsourcing specialist with over 15 years experience in building and running highly efficient sales and customer support organizations, and in providing board and project level consulting to the sales and service organizations of leading companies all over the globe. Developed and implemented staffing strategies and programs that improved operational outcomes and maximized the available staff resources. Specializes in client experience, business process re-engineering, business requirements development, contact center optimization, customer relationship Management, staff training and motivation, and organizational analysis. Has led multiple teams in the successful development and implementation of new business models in BPO industries.

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