Quality Assurance in the Contact Centre

Quality Assurance touches on and improves all areas of a contact centre’s operations and support functions. In many ways it can be seen at the heart of the whole operation, measuring what happens and communicating that information so the appropriate stakeholders can take action.

Your QA framework should, in fact, be the foundation that underpins all activity, as having the right quality framework is the only way to drive the right results.

In this course we will learn how to create a quality framework that not only tells you what’s happening right across your business, but gives you the insights you need to drive performance and transformation.

Learning Outcomes 

By the end of the workshop you will be able to:

• Learn the fundamentals of best practice in quality monitoring and apply this back in the workplace.
• Gain a greater cross-industry perspective of quality.
• Consider the Human Element in quality monitoring and apply a holistic approach rather than a tick-box exercise.
• Develop awareness of the impact that we have on our customers.
• Describe the QA sphere of influence, and the notion of marginal gains.
• Identify how to set and deliver quality standards.
• Consider how the quality standards (scorecard) and calibration can be used as part of a cycle of continuous improvement.

Benefits to your business 

• Businesses that consistently make small marginal gains can experience large improvements in performance over time.
• Get an upskilled QA function who can deliver more value and insight back to the business.
• Effective QA provides an added layer of reassurance to mitigate compliance risk, essential in regulated industries.
• An effective Quality Framework is fundamental to delivery of a world-class experience for customers.
• When QA is valued and managed well, staff loyalty is increased and staff turnover decreased.
• Getting it right more often and first time round reduces costs and increases efficiencies.
• An effective QA Framework has a positive impact on your agent population’s speed to competence.
• QA provides improved identification of training needs and enhanced feedback.

Workshop outline

  • The sphere of influence

Understand the QA sphere of influence and our role within it.

  • Identifying critical success factors for your organisation

Identify critical success factors for a robust Quality Framework and explore the role of quality in the context of your organisation.

  • Understanding marginal gains

Introducing the notion of marginal gains and identifying how we can practically make small, incremental improvements that increase quality over time.

  • What can and can’t be measured

What should we measure? Recognise that if we can’t measure it, we can’t manage it. Identify what are our criteria for success and how we can measure this objectively.

  • Analysing call performance

Practical exercises that explore the contact centre scorecard against customer calls, analysing the quality of call performance.

  • The calibration process

Introducing the calibration process and how this crucial activity can transform best practice and increase the ability to measure quality objectively. Conducting a practical calibration task to reinforce learning.


3-hour online sessions, using Zoom.

How to book

Please complete the form below to book your place and places for colleagues. We will raise an invoice, so if you need to provide a purchase order number, please do so in the form or email it to info@ccma.org.uk.

Book your place(s)

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To pay by Invoice:

Please fill in the form to place your order. We will send you an invoice that will enable you to pay by BACS, credit card, IBAN or Swift. 

To pay by Training Credits:

Please fill in the form to place your order. If your CCMA membership account has sufficient Training Credits we will email you to confirm.

If you do not have enough Training Credits to cover the full amount we will send you an invoice that will enable you to pay the balance by BACS, credit card, IBAN or Swift. 

Where and when?

Date: Thu 6 Jun 2024

Time: 09:30 - 12:30

Location: Online

Who is it for?

This course is aimed at Team Leaders and Managers responsible for monitoring and measuring the customer journey and of interest to any employees involved in Quality Assurance process and activity.

Why should you go?

To explore the importance of QA and calibration and the influence it can and should have across the Contact Centre.

How much is it?

CCMA members: £249*

Non-members: £349*

*excludes VAT

Additional discounts available for group bookings

About the trainer

Helen joined BPA Quality in 2013 after previous roles in teaching and operations. As EMEA Quality Solutions and CX Manager, she leverages her passion and expertise for all aspects of Quality and Customer Experience. Helen’s role requires the implementation of a range of complex quality programmes across the globe; training and sharing best practice, and helping organisations deliver excellence to their customers and staff.

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