What is Call Centre Quality Assurance (QA) (QA)?

Call centre quality assurance (QA) is the structured process of reviewing customer interactions — calls, emails and chats — against a defined scorecard to measure how well agents follow process, stay compliant and deliver a good customer experience.

A QA programme typically involves evaluators (QA analysts) scoring a sample of each agent’s interactions, identifying strengths and gaps, and feeding the results into coaching, training and reporting. Modern QA software automates sampling, scoring, escalation and coaching, and can use AI to draft evaluations for a human to approve.

Done well, QA links directly to business outcomes: higher CSAT and first-contact resolution, lower compliance risk, and a measurable improvement in agent performance over time.