Traditional QA has always struggled to give a full picture of how agents are performing, as reviewing a handful of random calls leaves gaps in understanding, making coaching generic and often ineffective.
Managers know some agents are excelling while others struggle, but conventional methods rarely capture the complete story.
To find out more, we asked Ian Chappell, Director of Consulting (International) at Centrical, to explain how new technology is transforming QA, and allowing leaders to pinpoint strengths, identify weaknesses, and provide timely feedback that truly supports agent growth.
Video: Staying Ahead With QA & Call Recording: Pinpoint Where an Agent Shines and Where They Need Support
Watch the video below to hear Ian explain how to stay current with Quality Assurance and Call Recording, and how it can be used to pinpoint where an agent shines and where they need support:
With thanks to Ian Chappell, Director of Consulting (International) at Centrical, for contributing to this video.
This video was originally published in our article ‘How to Stay Ahead in QA and Call Recording’
3 Ways to Use Smarter QA for Better Agent Performance
1. Behavioural Insights for Targeted Coaching
Modern QA tools allow managers to go beyond surface-level metrics and analyse the behaviour behind every interaction, as Ian explains:
“Let’s talk about a real opportunity in QA and call recording and one that’s transforming how we understand customer conversations.
Traditionally QA is focused on reviewing a handful of random calls and interactions. But now we can go deeper by analysing behavioural data – things like tone, pace, sentiment, and interaction flow.
Leaders can pinpoint exactly where an agent shines and where they need additional support. This means coaching becomes targeted and meaningful, and not generic. Instead of broad feedback, managers can create improvement plans that actually resonate with each individual.”
By examining tone, pace, sentiment, and the overall flow of conversations, managers can identify where agents excel and where they may need additional support.
This enables coaching to be personalized, practical, and far more effective, as feedback is tailored to each individual’s specific needs rather than generic observations.
2. Identifying Patterns Across Interactions
Instead of focusing on a few isolated calls, advanced QA now uncovers patterns across hundreds or thousands of conversations.
This helps teams spot recurring issues, highlight high-performing behaviours, and identify areas for process improvement.
“And here’s the real shift. We’re moving from isolated reviews to spotting patterns across thousands of conversations. And when those insights trigger timely coaching, agents get the feedback they need right when it matters most.”
By recognizing trends, managers can address common challenges proactively and ensure agents receive the right guidance at the right time, improving overall team performance.
3. Preparing Agents for AI-Driven Interactions
As AI increasingly handles routine customer interactions, QA evolves to ensure agents remain central to the customer experience.
Quality management now supports both human and AI-assisted interactions, ensuring consistency, compliance, and customer satisfaction, as Ian concludes:
“Looking ahead, as AI takes on more customer interactions, QA will need to evolve. It won’t just be about monitoring human conversations any more, it’ll be about ensuring quality, compliance, and trust across both human and AI-led interactions.
That’s how QA then becomes a proactive driver of operational performance. But it also helps employees grow and, as importantly, ensures customers consistently get a better experience.”
This approach not only helps agents improve their skills and confidence but also ensures that every customer receives a high-quality experience, regardless of whether they interact with a human or an AI system.
Author: Robyn Coppell
Reviewed by: Jo Robinson
Published On: 20th Nov 2025
Read more about - Video, Centrical, Ian Chappell, Quality, Videos
