Customers now move between voice, email, chat, messaging, and social media with ease, but while each channel requires a different approach, customers still expect the same high standard of service wherever they interact with an organization.
To find out more, we asked Jonathan Kenu Escobedo, Customer Success Manager at MiaRec, to explain how effective omnichannel QA is about finding the balance between consistency and flexibility, creating shared expectations while recognizing that great customer service looks different across channels.
Video: QA Across Channels: 4 Must-Haves for Omnichannel QA Success
Watch the video below to hear Jonathan explore how contact centres can manage QA well across different channels, focusing on four ways contact centres can manage quality assurance effectively across multiple channels:
With thanks to Jonathan Kenu Escobedo, Customer Success Manager, MiaRec, for contributing to this video.
This video was originally published in our article ‘How to Manage QA Across Different Channels’
How to Manage Quality Across Multiple Channels
A strong omnichannel QA strategy goes beyond measuring individual interactions, it creates a shared definition of quality, evaluates the full customer journey, and turns insights into meaningful coaching and improvement.
“Today’s customers engage with contact centres across voice, email, chat, messaging, and social media. While each channel requires a different approach, customers still expect a consistent experience every time they interact with an organization.”
Here are four ways contact centres can strengthen quality assurance across every channel:
1. Define Universal Quality Standards
The first step is to identify the skills and behaviours that should remain consistent regardless of the channel. For example, these might include:
- Accuracy
- Professionalism
- Empathy
- Ownership
- Compliance
- Resolution
How these behaviours are demonstrated will naturally vary, but universal principles give the organization a common definition of what good service looks like, as Jonathan explained:
“Start with universal skills. Begin by defining the standards that should remain consistent everywhere – these might include accuracy, professionalism, empathy, ownership, compliance, and resolution.
How those behaviours appear will differ by channel, but the underlying expectation should remain the same. For example, on a call, empathy may come through tone and acknowledgement.
In an email, it might be reflected in thoughtful wording. Universal principles give the organization a shared definition of quality and prevent individual channels from developing disconnected standards.”
They also prevent individual channels from developing disconnected standards, ensuring that the fundamental expectations around customer experience remain consistent.
2. Adapt Scorecards to Each Channel
Consistency does not mean using exactly the same scorecard everywhere, especially as different channels require different skills, so QA scorecards should combine universal criteria with channel-specific measures.
“Adapt scorecards to each channel. Consistency does not mean using an identical scorecard for every interaction. Different scorecards should be used for different channels.
Voice QA may evaluate active listening, call control, and hold procedures. Email may require focus on clarity, grammar, structure, and completeness. Chat and messaging may emphasize response time and concise communication.
Strong scorecards should combine universal criteria with channel-specific questions. This creates a consistent framework while recognizing that great service looks different depending on how the customer chooses to communicate.
It also ensures employees are evaluated fairly against standards that make sense for each channel.”
A flexible scorecard allows contact centres to maintain consistent principles while evaluating employees against criteria that genuinely reflect their role.
This creates a fairer approach to quality assurance because advisors are assessed on the skills that matter most in the channel they are using.
3. Evaluate the Entire Customer Journey
Customers do not think in terms of individual channels, they think about whether their issue was understood and resolved.
If someone starts a conversation through chat before moving to a phone call, they should not have to explain their situation all over again.
“Evaluate the entire customer journey. Customers do not think in terms of channels. They think about whether their issue was understood and resolved. If a customer starts with chat and later calls, they should not have to repeat their issue.
QA should assess whether information was documented accurately, passed along clearly, and used effectively so the customer did not have to repeat themselves. This means looking beyond isolated interactions and evaluating the full journey.
When the same problem appears across multiple channels, the root cause may not be employee performance – it could indicate a process gap, disconnected systems, or unclear internal communication. Evaluating QA across the full customer journey helps leaders identify those broader issues.”
QA should therefore assess whether customer information was:
- Documented accurately
- Passed between channels clearly
- Available to the next advisor
- Used effectively to resolve the issue
Look Beyond Individual Interactions
Taking a journey-wide approach can also reveal problems that would otherwise be attributed to individual employees.
If the same issue repeatedly appears across multiple channels, the root cause could be a process gap, disconnected systems, or poor internal communication rather than advisor performance.
Looking at QA across the entire journey gives leaders a better opportunity to identify and fix these underlying issues.
4. Turn QA Insights Into Consistent Coaching
Quality assurance only creates real value when its findings lead to improvement.
“Turn QA data into consistent coaching. Quality assurance only creates value when the findings lead to meaningful improvement.
Regular calibration helps reviewers and managers agree on what good performance looks like across different channels. Teams should review real interactions, compare scoring decisions, and discuss where expectations may be interpreted differently.
Technology can help analyse more interactions and identify patterns, but generating more scores should not be the end goal. It should be accurate insights.
Leaders should use QA insights to find recurring behaviours, channel-specific challenges, and coaching opportunities.
When employees receive clear and consistent feedback, QA becomes more than just a monitoring process. It becomes a practical tool for development and better customer experiences.”
Regular calibration sessions can help reviewers and managers agree on what good performance looks like across different channels. Teams can review real interactions, compare scoring decisions, and identify where expectations are being interpreted differently.
Technology can help contact centres analyse more interactions and identify patterns, but generating more scores should not be the end goal.
The real value comes from using QA data to identify:
- Recurring behaviours
- Channel-specific challenges
- Common customer issues
- Individual coaching opportunities
- Wider process improvements
When employees receive clear, consistent, and actionable feedback, QA becomes much more than a monitoring exercise.
Making Omnichannel QA Work Harder
Effective quality assurance should provide a consistent framework without treating every customer interaction as identical.
By defining universal standards, adapting scorecards to each channel, evaluating the complete customer journey, and turning QA data into meaningful coaching, contact centres can create a more joined-up approach to quality.
Ultimately, customers do not care which channel they use, they simply expect a consistently good experience, and omnichannel QA should help contact centres deliver exactly that.
Author: Robyn Coppell
Reviewed by: Xander Freeman
Published On: 4th Sep 2026
Read more about - Video, Customer Experience (CX), Customer Journey, Digital Channels, Jonathan Kenu Escobedo, MiaRec, Omnichannel, Performance Management, Quality, Scorecards, Skill Development, Training and Coaching, Videos
