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Call Center Quality Assurance (QA)

Learn about the basics of call quality and tips to continuously improve call quality assurance.

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What is Call Center QA?

Call Center Quality Assurance (QA) is a process that can help ensure customer interactions are aligned with business goals. QA monitoring aims to identify common customer issues, improve customer experience, and help standardize communication processes with customers.

How is Call Quality Assessed?

Call quality is typically monitored by the team leader or quality assurance specialist member. There are commonly two categories of data that are assessed when monitoring QA:

  1. Call and customer metrics: these include average response time, handling time, customer satisfaction ratings, NPS ratings, productivity metrics, etc.
  2. QA assessment: performed by a team leader or QA specialist on a sample of customer interactions assessing the resolution and professionalism against an agreed scorecard
    QA is a critical tool to measure improvement over time and maintain a high level of customer satisfaction.

We offer 6 tips for call center quality and we also provide tools that can help you effectively fulfill your QA tasks.

Tips for Call Center Quality Assurance

  1. Set your priorities

    Are you aiming to get the highest CSAT among peers? Do you need to make sure that the 800 calls on a queue are answered with minimum abandoned calls? Are you customer service-focused or more about technical support? Is your Net Promoter Score (NPS) or CSAT falling behind that of competitors? What are your Key Performance Indicators? Where do you stand according to your benchmarking? You need to know what to prioritize and build your QA forms according to your focus.

  2. QA should be ongoing

    QA is an ongoing process for a call center and you should make sure that representatives are aware it is indeed ongoing. Recordings should be done often enough for calls, emails, or chats because these communications can be used to determine the quality of customer interactions. The quality of these communications can then be discussed during coaching and training sessions. QA monitoring done consistently can reinforce good habits that help improve customer experience and address areas for improvement.

  3. QA everyone

    All employees who interact with customers should be monitored and coached for QA regardless if they are top performers, underperformers, or mid performers because there will always be areas for improvement. Those who underperform can greatly benefit from QA coaching because errors can be addressed. While for mid and top performers, reinforcements or recognition of good practices can be accomplished during coaching sessions.

  4. QA should help achieve business goals

    “This call may be monitored for quality assurance and training purposes” is exactly what it says. QA can use recorded communications with customers for QA coaching and training opportunities for employees to improve their customer interactions. Recorded communications can also help in the improvement of operational processes.

  5. Don’t lose sight of the customer

    Solely relying on a QA scorecard can lead to adverse outcomes for customer interaction. A QA scorecard should only be used to assist with achieving a minimum standard of call. All team members should be encouraged to go above and beyond in delivering a positive customer experience even if that directly contradicts a scorecard. Remember, customers and agents are humans and not all interactions can be graded in a scorecard.

  6. Use the right tools

    QA forms that are standardized, carefully constructed, and easy to use are great tools for QA monitoring. Scoring and Analytics available in iAuditor can help QA specialists gauge the quality of calls, monitor trends, and identify frequently failed items. iAuditor group administrators can control the permissions of other iAuditor users to make sure that QA forms used are standardized across the board. With data collected and secured in cloud-based storage, iAuditor can help QA specialists determine the proper action plans and align communication processes with business goals.

Call center QA exists to help businesses improve their interaction with customers, benchmark communication processes, and drive employees to work together towards achieving business goals. With the help of tools like iAuditor, you can determine what you need to improve on to consistently deliver your ideal customer experience.


Erick Brent Francisco

SafetyCulture staff writer

As a staff writer for SafetyCulture, Erick is interested in learning and sharing how technology can improve work processes and workplace safety. Prior to SafetyCulture, Erick worked in logistics, banking and financial services, and retail.