In a lot of contact centers, the person who scores the call is the same person who coaches it. I've argued for years that this is backwards.
"So I know in a lot of organizations, QA will actually do the coaching. We want the supervisor to actually pull the associate if there was an issue on a call that QA listened to, and have them actually do the coaching for it."
(A Day in the Life of a Contact Center Supervisor, Jul 19, 2021, 09:23)
The reason is ownership: "we want the supervisor to really have ownership of their team." (09:50)
Quality assurance vs supervisor: two different jobs
- QA listens and flags. The analyst scores the call against the form and finds the issue.
- The supervisor coaches. The person who works with the rep every day pulls them aside and fixes it.
For the coaching conversation itself, see how supervisors should coach agents after a QA review.
Why QA shouldn't be the coach (or the trainer)
When QA is the only voice reps hear about their calls, the relationship sours. Scores come out on the floor and reps ignore them:
"The reps are just gonna disregard it because they think that, you know, those people are quote-unquote out to get them, right?"
(Using Live or Recorded Calls and How To Run a Calibration Session, Oct 29, 2020, 07:05)
That doesn't mean QA should hide. I want QA engaged with the reps. I just don't want them doubling as trainers: "I'm really not a firm believer in having the QA people also be the trainers, right?" (07:23)
QA and supervisors still need to agree on what a good call sounds like. That's what a QA calibration session is for.
Call center QA and supervisor ratios
The split only works if both roles are staffed sensibly. Here's what I said about our own center in 2021:
"We pretty much double our supervisor ratio. So, you know, I'm about 25 to 30 to 1 when it comes to QA."
(Setting the Correct Associate to Management Ratios in your Call Center, Mar 29, 2021, 07:44)
In plain terms: one QA analyst for every 25 to 30 reps, about double the number of reps one of our supervisors covers. That's one center's number, not a rule. I also noted how the role had changed: "our QA folks have really turned into analytic folks." (08:03)
If QA scores are low, check the scorecard first
Before blaming the floor, benchmark:
"I'd also benchmark your QA, understand what the average score should be. If it's super low, then obviously [you] have either some problems with what's going on in the center that we need to fix, or sometimes the scorecard stink[s] ... and you may need to do some type of rewrite."
(Creating a Call Center Improvement Action Plan, May 18, 2021, 05:54)
Here's what makes an effective QA scorecard, and the free QA Form Analyzer will review your current form.
A simple starting point for QA coaching
"I'm going to try to score at least three calls per agent per week. For some of you, that might be super low. For some of you, that might be super high."
(10 Ways to Improve Your Call Quality, Jun 1, 2021, 17:09)
It gives every agent a baseline and gives the supervisor real calls to coach from. More on how many QA evaluations you need per agent.
Takeaways
- QA listens and flags; the supervisor coaches.
- Keep QA engaged with reps, but don't make QA staff double as trainers.
- Staff QA deliberately. At our center it was about 25 to 30 reps per QA analyst.
- When averages are low, audit the scorecard before the agents.
Let QA find it, let supervisors coach it
OttoQA scores calls against your own QA forms, so your supervisors spend their time coaching instead of listening. Book a 30-minute demo.
Frequently asked questions
Should QA analysts coach call center agents?
In my view, no. QA should find and document the issue, and the agent's supervisor should deliver the coaching, because the supervisor owns the team and works with the rep every day.
What's the difference between quality assurance and a supervisor in a call center?
QA evaluates calls against the QA form and spots trends. The supervisor manages the team day to day and turns what QA found into coaching.
What's a good QA analyst to agent ratio?
It depends on how many calls you score and what tools you use. At Expivia in 2021 it was about 25 to 30 reps per QA analyst, roughly double our supervisor ratio.
What should I do if QA scores are low across the board?
Benchmark what the average score should be. A low average can mean real problems on the floor, or a scorecard that needs a rewrite.
About the author
Tom Laird is the founder of OttoQA and CEO of Expivia, with about 30 years in contact centers. He hosts the Advice from a Call Center Geek podcast. Connect with Tom on LinkedIn.