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Track Customer Service Performance


Written by Scorebuddy


In part 1 of this series we built the business case for quality assessment in call centres by identifying the areas where performance improves as a result of QA: agent performance, supervisor performance and team performance. It also showed how QA helps coaches, improves agent engagement and enables users to track their regulation compliance in a manner that meets auditor’s needs. Lastly the post discussed an important element for making any business case; return on investment.


This post will address the following items that are key for putting together a business case; the problems QA solves, potential solutions, risks and who needs to be involved in implementation and maintenance.

Problems Solved by Call Centre Quality Assessment

Track Customer Service Performance

When it boils down to it call centre quality assessment is a metric that tracks performance. It solves a very basic problem that all call centres need the answer to, all the time.

Guarantee a Quality Standard to Customers

By tracking performance delivery over time a business can guarantee a certain standard of quality to customers. Quality Assessment allows an organisation to stand by guarantee.

Gives the Organisation means to Investigate

There will always be issues and problems; it's a natural part of business. Call centre quality assessment gives a business the tools to investigate problems and get to the root of the cause. The pendulum swings both ways in that it powerfully allows users to search through and find out how and why there is high performance too. This information is valuable to everybody in the company as it identifies where they are doing well and what they need to focus on replicating.

Finger on the Pulse: Quickly Track Changes

Call centre quality assessment doesn't mean you need to pay a consultancy company to do research for you to identify new trends. The organisation doesn't have to wait until year end/quarter end or month end to find these changes either.


Potential Call Centre Quality Assessment Solutions and Risks

There are a number of solutions that can assist in gathering, analysing and sharing quality assessments. Tools fall into the following categories:

Generic Tools (Excel, Access).

In-house solutions (HTML/SQL Database).

Integrated Proprietary (Linked to Digital Recorder).

Dedicated QA Applications (e.g. Scorebuddy).

Semi-Automated (Speech Analytics).


Here’s a quick look at the pros and cons of each;

QA Tool



Generic Tools (Excel, Access).

No price tag.


Unwieldy & laborious.

Easy to break; untrustworthy.

In-house solutions (HTML/SQL Database).

Custom fit.

Risky (if personnel leave).

Unknown sunk cost.

Integrated Proprietary (Linked to Digital Recorder).

Convenience of being linked to call recorder.


Not multichannel.


Expensive and complex.

Dedicated QA Applications (e.g. Scorebuddy).

Easy to use, no IT.


Fully customizable.

Manual scoring.

Semi-Automated (Speech Analytics).

100% monitoring.



Requires skilled personnel.


Personnel Required for Successful Call Centre Quality Assessment

A business case needs to be realistic and detailed. It should include a researched estimation of how much resource is required to set up and maintain the system as well as an indicator of other people who might benefit from being given access to the information.

When it comes to Quality Assessment the following job titles will be highly involved in the set-up stage; Head of Quality, Quality Analysts and Head of Customer Service. They will design the audit forms or quality scorecards, test the QA system and roll it out. The time that will be required to implement a new Quality Assessment tool will depend on the size of the business and the ease of use of the QA tool.

Quality assessment will be maintained by those using it every day: Evaluators (people who mark the customer service interactions; supervisors, managers, coaches or training staff) and Quality Analysts and by those using it periodically to review reports; Head of Customer Service, Head of Contact Centre, Head of Quality, clients (outsourcers) and HR personnel. Some organisations will have each of the mentioned job titles involved whereas others will only have some roles using it.

The other main roles that will be concerned with quality assessment are call centre agents who should be given access to their own quality scores.


Want to get more in-depth knowledge about Quality Assessment? Download our eBook on Best Practices in Quality Assessment.



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Soft Skills in the Call Centre Environment

In this eBook, you will learn:
– How soft skills are a predictor of agent performance.
– How to assess soft skills in the agent hiring process.
– How to develop soft skills in your agents as part of their training.
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