Mastering QA: Beyond the Score

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Take your QA expertise to the next level: unlock strategic thinking, human insight and innovation to lead change and create a high-performing, customer-focused contact centre.

In today’s contact centre environment, QA is no longer just about scoring interactions, it’s about shaping behaviours and customer experience. This masterclass challenges you to rethink the way you approach quality management by using data, human insight and strategic thinking to drive meaningful change. Whether you operate in a highly regulated environment or a more flexible setting, you’ll explore how to balance compliance with creativity, applying QA principles in ways that inspire agents, leaders and stakeholders alike.

Through interactive discussions and real-world exercises, you will explore next-level QA frameworks, uncover behavioural insights and develop innovative strategies tailored to your contact centre’s needs. By the end of the course, you’ll leave equipped not only to refine your QA approach but to influence culture, boost engagement and transform QA into a powerful catalyst for change and customer success.

By the end of this session, you’ll:

  • Apply advanced QA thinking to shape strategy and culture in your contact centre
  • Use data effectively to identify trends, strengths and opportunities
  • Design QA frameworks that drive meaningful improvement and engagement
  • Leverage behavioural and human insights to understand agent and customer needs
  • Innovate processes and approaches to keep QA relevant and impactful
  • Influence leaders and teams to embrace QA as a growth driver
  • Adapt QA principles to meet regulatory requirements without compromising effectiveness
  • Facilitate conversations that challenge mindsets and inspire change
  • Identify opportunities to integrate QA with wider business objectives

Benefits to the business

  • QA becomes a strategic tool for growth and customer satisfaction
  • Agents and teams are more engaged and aligned with quality expectations
  • Improved decision-making through data-informed QA insights
  • Greater flexibility to adapt QA in regulated or less-regulated environments
  • Increased innovation in customer experience and operational approaches
  • Culture of continuous improvement reinforced across the contact centre
  • Leadership empowered to champion quality as a core value

Course Content

  • Advanced QA Mindset & Strategic Thinking
    Explore how QA can move beyond evaluation to become a driver for strategy, culture and performance.
  • Data-Driven QA
    Learn to interpret and apply QA data to uncover trends, inform decisions, and inspire targeted improvement.
  • Designing Next-Level QA Frameworks
    Co-create frameworks that are adaptable, impactful, and aligned with your contact centre’s unique goals.
  • Behavioural & Human Insights
    Understand the human factors behind performance, using behavioural insights to enhance coaching and customer experience.
  • Innovation in QA
    Discover new ways to approach QA challenges, from technology adoption to creative problem-solving.
  • QA Leadership & Culture
    Develop the skills to influence teams and embed QA into the culture of your contact centre for lasting change.

Read full course description

Learning outcomes

  • Understand the difference between coaching, mentoring, training and performance management.
  • Appreciate the difference between performance coaching and call coaching.
  • Recognise the benefits and impact that coaching has on performance and engagement.
  • Develop knowledge of the GROW coaching model and skills required to coach effectively.
  • Demonstrate delivery of a coaching session through practice / demo.
  • Apply and practice coaching techniques.

Benefits to your business

  • Effective coaching and training can improve performance by 84%
  • Reduces employee turnover by allowing your teams to feel valued and supported
  • Your team will achieve smarter outcomes, improve on their skills and build on their strengths
  • Boosts team morale and engagement
  • Well-coached teams and individuals are better equipped to handle customer queries, leading to an enhanced customer experience
  • Drive effective results across your contact centre operation with effective coaching

Book your place(s)

About the Trainer

Faye Bailey

With 20+ years’ experience in customer service, quality management, training and coaching, Faye is passionate about helping people grow and creating impactful learning. A Level 5 Professional Coach, she is known for her supportive, engaging approach, helping individuals and teams build confidence, unlock potential, and deliver exceptional customer experiences. She has designed and delivered programmes from Customer Obsessed Service and Executive Complaint Handling to Neurodiversity and Sales Techniques. Faye brings energy, empathy, and a genuine belief that when people feel valued and supported, they do their best work, driving lasting success for colleagues and customers alike.

 

Where and when?

Date: Wed 1 Apr 2026

Time: 09:00 - 12:00

Location: Online

Format

Taking place on Zoom.

Who is it for?

For experienced QA specialists and leaders looking to elevate their influence, inspire teams and shape culture through next-level QA thinking.

Why should you go?

Transform QA from a process into a catalyst for change for your contact centre’s growth and culture.

How much is it?

£300 + VAT for members

£375 + VAT for non-members

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