All contact center operations have the aim of providing excellent customer service. After all, that is their reason for existing. However, the definition of what constitutes great customer service can vary significantly between companies, and can certainly affect their level of customer satisfaction. In many organizations, the responsibility of defining the behaviors that describe excellent service falls on the Quality Assurance group.

The Q.A team, as the quality folks are often called, has the unenviable task of monitoring and analyzing the interactions of agents and customers with the purpose of providing feedback to the employees. This task is challenging because aside from the job’s monotony, agents do not like to have their work “criticized”. Nevertheless, the quality assurance effort, when properly structured, can serve as a first line of defense against poor service and can also be a valuable source of information for contact center managers.

A good quality program includes various factors such as a competent staff, relevant quality guidelines, a good feedback system, and consistency.

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