Call Center Metrics: Quality Score

Find out what quality score (QA score) is, how to improve it and more.

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Your Quality Score can make or break your brand. Find out how to calibrate and improve quality to ensure customer satisfaction and loyalty.

Quality assurance (QA) monitoring and scoring is used across every industry to improve call center operations and create a foundation for training and coaching. Without a doubt, tracking quality or QA score serves both customers and contact center agents. Yet, there’s much more to be gained by measuring quality on an ongoing basis. Quality assurance scoring can enable every level of a business to grow and improve.



There is no one set way to score quality. Many contact centers use a 100-point scale with points divided between specific categories, such as customer service, contact resolution, sales results and data collection. In many cases, the questions may need to be focused on the customer service side of interactions. Thus, questions would be asked primarily about ordering, billing or shipping. Customers may also be responding to ads, promotions or outbound interactions. In this case, the focus would be placed on conversions and revenue generation. If customers require support, the emphasis may be on the percentage of first call resolutions.

The QA score is the number of points out of 100 that each of the areas receives during the interaction, and the customer service weight is the value that each category has in terms of the performance of the agent handling the interaction. In most cases, a balanced set of weights will provide the clearest picture of overall quality.

Alternatively, a quality score may be calculated by simply asking customers a single question that can be answered by a ranking such as:

  • Exceeds expectations
  • Meets expectations
  • Needs improvement

Because the goal is to identify specific areas upon which improvement can be made, the single question type of QA scoring can sometimes be more effective than obtaining a numerical score.



Whether your contact center consistently has a high quality score or continuously is struggling with this important key performance indicator (KPI), it is always beneficial to be evaluating processes and technologies to continuously make improvements to maintain a loyal customer base and an optimal workforce. The following are some proven strategies for improving your quality score in your contact center.

Collect and Leverage Data
Data is essential to set goals and monitor KPIs. This means keeping a record of every customer interaction with details that include:

  • When the interaction began
  • How long it took to answer
  • How long it lasted
  • Who answered it
  • Was it transferred and to whom?
  • The type of call

Monitor Every Channel
Obtaining a quality score was once only about evaluating calls. Today, the average contact center has multiple communication channels, and they all need to be monitored and measured. This includes email, live chat, SMS and self-service IVR.

Consider Improvements an Ongoing Process
Feedback and coaching shouldn’t be provided on a sporadic basis. Instead, it should be incorporated into weekly or even daily operations. Feedback can be derived via KPIs, scorecards, surveys or other sources of measurement.

Lift Up Low Performers
While having incentives can certainly improve the performance of high achievers, this shouldn’t be the only focus. Agents with less than stellar stats can benefit from ongoing coaching which can boost their KPIs and your overall contact center QA scores.

Consider Self-Monitoring Tools
Agents can quickly tire of being continuously monitored by management. However, they will often appreciate the opportunity to take ownership of their own stats. Consider deploying a real-time data software that allows them to track their own metrics in real time.

Motivate Agents
Contact center work can be challenging under the best of circumstances. To keep agents engaged and enthusiastic, give them something that will motivate them to deliver a higher quality customer experience. This can be any number of perks, bonuses or benefits.

Maintain Positive, Comfortable Environment
Employees want to work in an enjoyable space and not in an uncomfortable sea of non-descript cubicles. Simple things such as letting agents decorate their cubicles or investing in a top of the line coffee machine can have a direct, positive impact.

Invest in the Right Technology
Providing tools such as a single agent desktop that streamlines processes and simplifies agents’ work can have a profound effect on a quality score. Other technologies that can dramatically improve results are shifting from queue-based routing to skills-based routing and leveraging a workforce management solution to improve scheduling.

Hire Carefully
A contact center is only as good as those who work in it. Hiring practices are an important part of delivering consistent quality. Low QA scores are often indicative of an ineffective workforce. Whether that means more training, better hiring or a combination of the two, the goal should always be to have the best trained, most efficient agents who collectively are focused on delivering a quality customer experience.

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