Why You Need Quality Assurance in Your Contact Centre

Quality is never an accident; it is always the result of high intention, sincere effort, intelligent direction and skillful execution; it represents the wise choice of many alternatives. – WILLIAM A. FOSTER

So you’ve heard Quality Assurance (QA) is a must, but how exactly will having a robust QA process allow you to reach your short and long-term contact centre goals? We’re here to lay it all out on the table- to show you how you can harness QA to its maximal capacity to create the ultimate customer satisfaction and impressive profit margins.

Contact Centre Quality Assurance seeks to optimise customer interactions, creating happier customers and a stronger brand reputation. Outsourced Quality Assurance vendors offer services and tools that help you achieve your targets quick smart. Conversely, QA and QM are often run in-house. Whichever option you choose, the end game is all about identifying and resolving recurring issues, replicating core strengths and standardising operations.

  1. Customer Retention

As we know, the cost of gaining new customers is much larger than retaining the customers you already have. So it’s fundamental that the customer experience is safeguarded from start to finish. A QA service, if implemented correctly, will assist you to maintain high-quality call standards across every customer touchpoint. And consistent high-quality calls will enable you to avoid churn associated with poor CX. According to a survey by Econsultancy, customers will value quality CX over price or product by 2020. Currently, 86% of customers are willing to pay more for better service. 67% of customers also blame poor service as a reason for changing providers but only 1 of 26 customers actually make their complaint known. QA helps you to weed out problems that you might otherwise never hear about, and stay in line with customer expectations of great CX.

  1. Compliance

Compliance is vital because it ensures the privacy and security of your customers and mitigates against financial and legal problems. With the Banking Royal Commission in Australia exposing blatant negligence, customers are left wondering if compliance in contact centres has been left by the wayside. Now, more than ever, it is essential that you prioritise agent compliance and safeguard your market reputation.

PCI-DSS standards regulate the collection and storage of payment information. Although, not strictly mandatory in Australia, being aware of the standards can avoid a minor slip-up which could cost you millions. Even a simple act such as jotting down credit card details could leave you with a hefty fine. Another similar concern to look out for are your Service Level Agreements. By vaporising problems efficiently through QA, you can save some serious company dollars. In comparison, when SLAs are disregarded, the damage will begin to stack up alarmingly quickly.

  1. CX and What Really Matters

QA and QM will let you know when you’re on track and when it’s time to send in damage control. They will pave the way for you to meet your KPIs by providing you with a wealth of knowledge. After all – knowledge is power. By monitoring conversations, you will also get a feel for what your customers consider good CX – remember that what you think is good service may not necessarily be shared by them. Another benefit of call monitoring is that you can cross-check your QA scores with vocal feedback and survey responses of your customers. This allows you to understand where your perceptions may differ or where you may need to make adjustments. If you master these skills, you are guaranteed to reign in this customer-centric culture.

A recent Scorebuddy whitepaper showed how call quality assurance is one of the best, yet most underused ways to gather customer feedback. This is not surprising given the plethora of other metrics that need to be analysed constantly. Customers are speaking to you because they need to, not because they want to. Really listening to their concerns and preferences gives your company invaluable insights.

  1. Reliable Coaching

QA allows you to create much more relevant training and coaching programs. It does this by providing a useful snapshot of CX trends over time – the peaks and pitfalls of your operations. Coaching sessions can then be tailored to target current areas in need of some fine-tuning. Finally, progress can be tracked seamlessly to see how the coaching has shaped up. The fundamental objetive is consistent performance which is achieved by the uniformity that QA supports. Using QA scorecards and evaluation forms, you can praise team members for hitting these specified call targets. Team members who fall short of the mark can be repatriated before problems become out of hand. The standardisation of operations is important because it lends professionalism and helps foment a unified brand identity. All team members should be trained on the call scoring legend. They should also be updated frequently to understand the expectations of call handling as and when processes evolve.

  1. Appropriate Feedback

Apart from customised training, quality assurance also ensures appropriate formal and informal feedback to team members. QA provides you with reliable metrics on where to give credit where credit’s due. It also allows you to patch up problems before they reach your valued customer-base. Monitoring KPIs and providing constructive feedback encourages team members to support your vision. This is because they will develop a clear understanding of key objectives and how their role impacts upon these. Harness your QA system to learn average handling time, hold times, call volume and more! These insights will give a larger picture of your centre’s strengths and weaknesses and where feedback is necessary. Intelligent automatic quality monitoring using predictive voice analytics can streamline this data collection process. Calls can also be recorded as representative segments or in their entirety to help you provide meaningful feedback.


If you weren’t already convinced that the best QA system possible can be the make or break of effective operations, we know you will be now. Remember that consistency is key. What makes brands such as McDonalds, Apple or Nike so popular? They are known for consistency and reliability. Maybe it’s time you should be too…

2019-06-12T15:12:23+10:00June 12th, 2019|Article|