Customer interactions are at the heart of any business, but how can we assess the quality of those conversations?
To find out more, we asked Chris Mounce, Product and Training Specialist, EvaluAgent, to define quality assurance and explain its importance.
Video: What Is Quality Assurance and Why Does It Matter?
Watch the video below to hear Chris explain QA and why it matters:
With thanks to Chris Mounce, Product and Training Specialist, EvaluAgent, for contributing to this video.
What is Quality Assurance?
Quality assurance (QA) involves reviewing and evaluating customer-agent conversations to ensure they meet defined standards. By assessing these interactions against scoring criteria, contact centres can identify conversations that are great, good, or poor.
Why Does QA Matter?
“Think about the thousands of conversations that are happening between customers and agents, and what do we actually know about those conversations?
You know, how would you rate them? What are the great ones? What are the good ones, or frankly the awful ones?
The thing is, it’s important to know, because every poorly handled conversation presents risk to the business.”
Poorly handled conversations can harm a business. They may damage customer trust, lead to missed opportunities, or even increase risk to the company. QA provides insights to help improve communication and reduce such risks.
How Does QA Work?
QA involves analysing a representative sample of interactions. Scores are assigned based on pre-set criteria, and reports are generated to highlight strengths and areas for improvement.
In short, QA helps contact centres maintain high standards and build better customer relationships.
“So to answer that question, we evaluate the quality of enough conversations against pre-set scoring criteria and then present the results and a report. And this is in essence quality assurance.”
If you are looking for more great insights from the experts, check out these videos next:
- Agent Performance Tracking and the Best Metrics
- Making Customer Journey Mapping Come Alive
- Using ChatGPT in Customer Service
- Getting Started With Using Unstructured VoC Data
Author: Chris Mounce
Reviewed by: Robyn Coppell
Published On: 18th Sep 2023 - Last modified: 29th Apr 2025
Read more about - Video, Chris Mounce, EvaluAgent, Quality, Videos
