Quality Assurance Framework

Overview

Quality assurance is central to how we deliver contact centre operations. Every campaign we run is supported by a structured QA framework that covers call monitoring, agent scoring, coaching, calibration with clients, and ongoing performance management.

Our approach is straightforward: sample interactions consistently, score them against clear criteria, give agents actionable feedback, and use the data to drive continuous improvement. The goal is to ensure that every customer interaction meets the standards our clients expect — and that we can prove it through reporting.

Call Monitoring & Scoring

Our QA team monitors a representative sample of calls across every active campaign. Calls are scored against a rubric that typically covers the following areas:

• Opening and greeting — Was the call opened professionally? Was the agent's introduction clear and compliant with the required script?
• Compliance and disclosure — Were all required legal disclosures and compliance statements delivered correctly? This is especially important for regulated industries such as insurance and financial services.
• Customer handling — Did the agent listen actively, show empathy, and manage the conversation appropriately?
• Resolution and accuracy — Was the customer's query resolved correctly? Were commitments followed through?
• Wrap-up and close — Was the call closed professionally, with next steps clearly communicated?

The specific rubric is adapted for each client and campaign. Scoring criteria, weightings, and thresholds are agreed upon during onboarding and refined through calibration sessions.

Monitoring frequency depends on the campaign, but as a baseline, calls are sampled and scored daily across all active programmes.

Calibration Sessions

Calibration is how we keep QA standards aligned between our team and yours. In regular calibration sessions, our QA analysts and client stakeholders independently score a set of sample calls, then compare results and discuss any differences.

This process serves several purposes:

• It ensures that our QA team and your compliance or quality team are scoring against the same standards.
• It surfaces any drift in interpretation — for example, where a disclosure is technically correct but not delivered in the way the client intended.
• It builds a shared understanding of what "good" looks like for a particular campaign.

Calibration sessions are typically held weekly or fortnightly, depending on the campaign's maturity and complexity. For new campaigns, we calibrate more frequently during the first few weeks.

Agent Coaching & Development

QA scoring is only useful if it leads to action. Every scored interaction feeds into our coaching and development process:

• One-on-one feedback — Team leaders and QA analysts provide individual feedback to agents based on their scored calls. Feedback is specific, constructive, and tied to the rubric criteria.
• Targeted coaching — Where patterns emerge — for example, multiple agents struggling with a specific disclosure — we run targeted coaching sessions to address the issue across the team.
• Skills development — Agents who demonstrate potential for growth are supported through additional training, mentoring, and exposure to more complex campaigns.
• Performance improvement plans — For agents who consistently fall below the required standard, we implement structured improvement plans with clear milestones and timelines. If improvement is not achieved, further action is taken in line with our HR processes.

CSAT & Customer Feedback

QA scoring tells us how well agents are following process. Customer satisfaction (CSAT) tells us how the customer experienced the interaction. Both perspectives matter.

Where client programmes include post-call surveys or CSAT measurement, we integrate this data into our quality framework:

• CSAT scores are tracked at agent, team, and campaign level.
• Low CSAT scores trigger review of the associated call recording to understand what went wrong.
• Customer feedback is shared with agents and team leaders as part of the coaching cycle.
• Recurring themes in customer feedback are escalated to the client for joint review and process adjustment.

For campaigns that do not have formal CSAT measurement, we rely on QA scoring, complaint data, and operational metrics as proxies for customer experience quality.

SLA Governance

Service level agreements define the performance standards for each engagement. Our SLA governance framework covers:

• Metrics and targets — Key metrics typically include answer rates, abandonment rates, average handle time, first-call resolution, contacts per hour, conversion rates, and QA scores. Targets are set collaboratively during onboarding.
• Reporting cadence — Clients receive daily, weekly, and monthly performance reports. Dashboards are available for real-time visibility where required.
• Breach protocols — If a service level is at risk or has been breached, we notify the client, investigate the root cause, and implement corrective action. Breach events and remediation are documented.
• Performance reviews — Structured review meetings are held at agreed intervals — typically weekly operational reviews and monthly strategic reviews — to assess performance, discuss challenges, and align on priorities.

Continuous Improvement

Quality assurance is not a one-time setup. It's an ongoing process of measurement, feedback, and refinement:

• Root cause analysis — When quality issues arise, we investigate the underlying cause rather than treating symptoms. This might reveal gaps in training, unclear scripts, system issues, or process weaknesses.
• Process refinement — Insights from QA, CSAT, and complaint data are used to refine scripts, call flows, and agent training materials on an ongoing basis.
• Best practice sharing — Lessons learned from one campaign are shared across the organisation where applicable, raising the quality baseline across all programmes.

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