What is Quality Assurance?

March 01, 2019 Shawndra Tobias

Quality assurance is defined as the maintenance of a desired quality of service especially by means of attention to every detail of the process of delivery. In the call center field, there are quality assurance processes in place to ensure that during a customer interaction a consistent standard of service is maintained.

One key responsibility of call center management is to develop the operational controls to ensure the customer service experiences delivered to match the desired outcomes. Customers need to be satisfied, but at the same time protect the organization and optimize the resources available.

Anyone who has communicated with a call center agent has heard the phrase; “This call is being recorded for quality purposes”.  These recorded conversations are analyzed by a quality assurance team to check the condition of the service given.

Below is a summary of the benefits to expect when you are observing stringent quality assurance measures:

  • Increased customer satisfaction
  • Problem recognition and suitable solutions provided
  • Increased agent productivity
  • Improved and increased sales
  • Improved call efficiency
  • Increased agent knowledge and competencies
  • Rapid business growth and lower costs — increased profitability
  • Positive branding
  • Utilization of resources — For example proper use of agent time
  • Increased sales
  • Improved business working relationship between the call center and clients


The challenge: How to ensure consistent quality service delivery

I can’t stress enough how customer satisfaction is of utmost importance to a contact center and to the survival of your business.  Quality service delivery guarantees happy customers who in turn become brand advocates; the ripple effect is worth every effort.

The challenge then becomes how to keep your customer happy. Traditional solutions rely on manual methods, which are labor-intensive and time-consuming.  Can you imagine trying to listen to all inbound or outbound calls in your center?  It would require you to employ a dedicated team at significant cost or to ignore the quality assurance step completely,  which could lead to significant costs due to compliance violations or customer dissatisfaction.   Neither are great options, they are high risk and both negatively impact the quality of your service delivery.  What to do?

The solution: Quality Assurance Software

Effective quality assurance software can address your QA monitoring needs.   Yes, we understand you have performance monitoring metrics in place, some of which are quality specific.  Quality assurance software combined with subject matter experts is the winning combination to improve efficiency and effectiveness of operations in your call center.

Key areas that a quality assurance program addresses:


  1. Opportunity Identification

This phase identifies problem areas and growth opportunities. Without identifying these areas, the quality assurance process will have less of an impact.  Understanding and being honest about our opportunities provides a roadmap to improve service delivery, customer satisfaction, and sales conversions.

  1. Business Insights

Get out of the (check) box!   While you’re in the process of gathering information, mine for those valuable business insights that are often unheard because we are singularly focused on agent behavior.  Using the data from your customers and understanding their perceptions on your pricing, promotions, new products, and competitor offerings help your company to make informed decisions. Decisions based on verifiable statistics are a sure way to grow your business as well as make your leadership more efficient and effective.

  1. Customer Experiences

Customers are the lifeblood of your business and that is why exceptional customer experiences are the ultimate goal. Monitoring the interactions for the quality of service rendered helps identify customer friction points in processes and technology.  The result is the ability to provide proactive solutions that eliminate customer dissatisfaction.  Sharing these learnings with your training team can help to ensure that all agents – new and existing – are empowered to delight each customer.

  1. Sales Conversion

The ability to steadily increase sales conversion is a big part of the quality assurance program.  Closely monitoring agents will enable you to assess their selling skills, identify training needs and give agents all the tools they need to be successful.

  1. Human Monitoring

Much of today’s quality monitoring is highly automated to capture the data in the end-to-end call process.  Large volumes of insightful data are gathered using a variety of tools, included AI-powered speech analytics.   While highly beneficial,  these tools increasing the complexity of service delivery and human intervention is required to effectively monitor and measure the quality of service.  Automation is good, and when combined with subject matter experts, the results are timely and reliable.

In conclusion, quality assurance monitoring is the only guarantee you have to increased customer satisfaction, sales conversion and service delivery in general. Utilizing quality assurance software with a human touch makes it better and more reliable.


This blog was earlier published on LinkedIn.

Shawndra Tobias

Shawndra Tobias is the Etech’s AVP of Customer Experience. Shawndra has 20 years of experience at Etech and has served in various roles including OSS Reporting Specialist, Account Leader, Project Manager and Sr. Director of Operations. Shawndra is directly responsible for creating frameworks for call center analytics, QA product development and iterative machine.