Quality assurance in customer service refers to the process of monitoring and grading representative interactions to ensure a quality customer experience. This is accomplished by providing specific feedback and coaching regarding each phase of the interaction.
Every customer service organization evaluates its representatives. In a call center environment, phone calls are randomly selected to be evaluated. The evaluation is based on a strict set of guidelines and procedures that the representative is thoroughly trained to follow.
Once a call is graded, the Quality Assurance associate will schedule coaching with the phone representative. This typically involves listening to the call together and discussing in detail how the representative excelled, and where more work is needed to meet the stated objectives. This can also be accomplished by sitting with the representative and listening to a live call. Feedback is then provided once the call is completed.
Feedback is provided to both the representative and his manager. The representative is given feedback, usually written, to improve the ability to assist customers with their needs. The manager is given more general feedback regarding ongoing trends. For example: "Your team excels at asking questions to clarify the customer's need, but they can use some work on showing empathy."