Quality Assurance Standards: What QA Evaluates and Why It Matters

What Quality Assurance (QA) Evaluates—and Why It Matters

Quality Assurance (QA) is the process of reviewing customer interactions against a defined standard so the business can deliver consistent service, reduce risk, and improve outcomes. QA is not about “catching mistakes”; it is a measurement system that connects daily agent behaviors to customer experience, compliance, and operational performance.

QA typically uses a scorecard (also called an evaluation form) with categories and observable behaviors. “Observable” means the evaluator can point to something that was said, done, or documented—rather than guessing intent. This is why QA relies on evidence such as call recordings, screen recordings (when available), timestamps, and CRM notes.

How QA Evidence Works (Recordings + Notes)

• Call recording: Confirms exact wording, tone, pacing, interruptions, holds, and whether required disclosures were delivered.
• Screen recording / system logs (if available): Confirms what was clicked, searched, or updated and when.
• CRM notes and case fields: Confirms documentation quality, accuracy of account updates, and whether the next agent can understand what happened.
• Policy references: Confirms whether actions taken match approved procedures.

When QA feedback is strong, it cites evidence: “At 02:14 you verified X; at 05:32 you promised Y; notes do/do not reflect that promise.” Evidence-based feedback is easier to accept and easier to improve.

Typical QA Scorecard Categories (What Gets Measured)

Scorecards vary by company, but most include the following categories. Each category should be scored using behaviors that can be heard or seen.

1) Greeting & Professionalism

What QA looks for: A clear, courteous opening; appropriate tone; confident pacing; respectful language; and a professional demeanor throughout the call.

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• Uses the approved greeting structure (company/department, agent name, offer to help).
• Uses polite language and avoids slang, sarcasm, or dismissive phrasing.
• Maintains steady pace and volume; avoids talking over the customer.
• Uses the customer’s name appropriately (not excessively).

2) Verification & Compliance

What QA looks for: Required identity checks, disclosures, consent, and policy steps completed exactly as required and at the correct time.

• Completes required verification before discussing account details.
• Delivers required disclosures verbatim when required (or within allowed variance).
• Follows permission/consent rules before actions (e.g., changes, recordings, payments).
• Avoids prohibited statements (e.g., guarantees, unapproved promises).

3) Accuracy (Information & Actions)

What QA looks for: Correct information given, correct actions taken, and correct expectations set.

• Provides accurate policy/product information without guessing.
• Uses correct tools and selects correct codes/options.
• Sets realistic timelines and next steps that match policy.
• Does not contradict prior notes or create conflicting instructions.

4) Call Control (Structure & Efficiency)

What QA looks for: The agent keeps the call organized, prevents unnecessary detours, and uses holds/transfers appropriately.

• Clarifies the reason for contact early and keeps the call on track.
• Uses concise questions; avoids repetitive or circular questioning.
• Explains holds before placing them and returns with updates.
• Transfers only when necessary and provides a warm handoff when required.

5) Empathy & Customer Experience

What QA looks for: The customer feels heard and respected; the agent acknowledges impact and responds appropriately to emotion.

• Acknowledges the customer’s situation with specific, relevant statements (not generic filler).
• Uses calm, supportive tone; avoids blame or defensiveness.
• Checks understanding and invites questions at key points.
• Balances empathy with forward movement (doesn’t stall the call).

6) Documentation (Notes & Case Quality)

What QA looks for: Notes are complete, accurate, and useful for the next touchpoint; required fields are filled correctly.

• Documents the customer’s request, actions taken, and outcome.
• Captures key identifiers, dates, amounts, reference numbers, and commitments.
• Uses clear, professional language and approved abbreviations.
• Avoids sensitive data in free-text fields when prohibited.

7) Resolution & Next Steps

What QA looks for: The issue is resolved when possible; if not, the agent provides correct next steps and ownership.

• Confirms what “resolved” means for this customer (success criteria).
• Provides next steps with timelines and what the customer should expect.
• Uses escalation pathways correctly when needed.
• Prevents repeat contact by addressing related requirements (within scope).

8) Closing

What QA looks for: A clear wrap-up that confirms outcome, checks for additional needs, and ends professionally.

• Summarizes the outcome and any next steps.
• Confirms the customer has no further questions (without rushing).
• Uses the approved closing statement and thanks the customer.
• Ends the call cleanly (no abrupt hang-ups, no side conversations).

Critical Errors vs. Coaching Opportunities

Most QA programs separate findings into two types because they have different impact and follow-up.

Critical Errors (Often “Auto-Fail” or Heavy Deductions)

Definition: A behavior that creates legal/compliance risk, security risk, financial loss, or serious customer harm. These are typically non-negotiable standards.

• Compliance miss: Required disclosure not delivered, or delivered incorrectly when policy requires exact wording.
• Verification failure: Discussing account details before completing required identity checks.
• Unauthorized action: Making changes, processing transactions, or sharing data without proper authorization.
• Misrepresentation: Promising outcomes that are not allowed (e.g., “This will definitely be removed tomorrow”).
• Privacy breach: Sharing information with an unverified party or documenting restricted data improperly.

How QA treats it: Critical errors usually trigger immediate coaching, possible retraining, and sometimes a compliance report—because the goal is risk prevention, not just score improvement.

Coaching Opportunities (Skill Gaps or Consistency Issues)

Definition: A behavior that affects customer experience or efficiency but does not create immediate compliance/security risk.

• Missed empathy moment (tone too flat, no acknowledgment of inconvenience).
• Call control drift (unnecessary repetition, long silences without updates).
• Incomplete summary at close (next steps not clearly restated).
• Documentation lacks clarity (notes missing a key detail but still usable).

How QA treats it: These are ideal for targeted practice and habit-building. They often become the focus of weekly coaching plans.

Sample QA Scorecard (Observable Behaviors + Full-Point Examples)

This sample shows one way to translate standards into measurable behaviors. Adjust wording to match your company’s policies.

Scoring note: Many teams also add a separate “Critical Error” section that overrides points (e.g., any verification failure results in an automatic fail regardless of total points).

How to Use QA Feedback Without Getting Overwhelmed

QA can feel like a long list of “fixes” unless you translate it into one or two measurable behaviors at a time. The goal is consistency, not perfection in a single week.

Step-by-step: A Simple Self-Audit Routine (15–20 minutes)

1. Select one call to review. Choose a call that represents your normal work (not your best or worst). If possible, pick a call that includes a common issue type.
2. Listen once without pausing. On the first pass, only note timestamps where you feel the call “shifted” (confusion, tension, long silence, repeated questions).
3. Second pass: score yourself by category. Use the same categories QA uses. For each category, write one sentence of evidence: What did I say/do, and when?
4. Identify one behavior to keep. Pick a behavior that clearly helped the call (and that you can repeat). Write it as a repeatable action.
5. Identify one behavior to improve. Choose the single change most likely to raise your QA score and customer experience. Keep it specific and observable.
6. Convert the improvement into a measurable habit. Define a trigger, the exact behavior, and how you’ll track it for the next 5–10 calls.

Template: “Keep / Improve / Habit”

CALL REVIEW (Date / Call ID): ________  Duration: ________  Issue type: ________  Outcome: ________

KEEP (one behavior):
- Evidence (timestamp + quote/description):
- Why it worked:
- Repeat rule (what I will do again):

IMPROVE (one behavior):
- Evidence (timestamp + quote/description):
- Impact (customer, compliance, efficiency):
- Replacement behavior (exact words/actions):

MEASURABLE HABIT (next 10 calls):
- Trigger (when):
- Action (what I will do/say):
- Metric (how I’ll count success):
- Review date:

Example: Turning Feedback into a Measurable Habit

QA note: “Next steps were unclear; customer may call back.”

• Keep: “I summarized the action taken clearly.”
• Improve: “I didn’t state a timeframe and what the customer should do if the outcome doesn’t happen.”
• Replacement behavior (script you can personalize): “You should see [result] by [time]. If it’s not there by then, please contact us and reference [case #].”
• Measurable habit: For the next 10 calls, include a timeframe + contingency in the closing summary. Track with a simple tally: 10 calls = 10/10 timeframes stated.

What “Full Points” Looks Like: Make It Observable

If you want higher QA scores, focus on behaviors that are easy for an evaluator to confirm. A useful mental check is: “Could someone prove I did this from the recording and notes?”

• Instead of: “Be more professional.” Do: Use the approved greeting, avoid interruptions, and keep tone steady.
• Instead of: “Show empathy.” Do: Acknowledge the specific inconvenience and state what you will do next.
• Instead of: “Improve documentation.” Do: Document reason, action, outcome, and next steps with reference numbers.