CX Culture

Benefits Of Using Both CRM & QA Software Together

My father always says, “Work smarter, not harder.” And while he is a hard worker himself and has instilled this trait in my siblings and me, his point was nonetheless clear: Why work harder than you have to when there is a more efficient way to achieve the same results?

Thankfully for many of us in today’s workforce, technology does much of the heavy lifting. But harnessing that technology in the best way possible is an important part of having a well-functioning business operation, including customer contact centers.

Many companies have a system for managing their contacts with customers, or a CRM (Customer Relationship Management) system. Many also have a system of Quality Assurance (QA) in place to make sure their customers are getting goods or services at a consistently high standard.


But if your company is operating these two systems in isolation, then you’re working too hard. Thanks to the capability of cloud-based technologies to integrate well with one another, you can manage your customer relationships and your service quality with one combined system. Here are the benefits of using CRM and QA software in conjunction.


Why reinvent the wheel?

Your CRM system keeps track of every interaction your agents have with your customers, right? Inbound and outbound calls, as well as all messaging that takes place via text, livechat, email, and social media are logged and stored in your CRM system.


You use this information to keep track of your customer relationships, so why not also use it to monitor for quality?

By integrating a QA system to work in conjunction with your CRM system, you’re saving yourself the step of data collection and getting straight to the point of monitoring and adjusting for quality.

A QA system can record calls and store messages straight from your CRM system, while also providing a platform for measurement, feedback, and coaching of agents and their KPI’s all from one integrated system. Saving time and money are two very important benefits of using CRM and QA software in conjunction.

Control your data

The QA efforts of yesteryear involved hiring a third-party team to monitor customer calls to gather mountains of data and then organize it into “reports” deemed “useful” for companies to improve their service.


But integrating a QA system that works with your CRM means being able to customize the data you collect and what you do with it. With options available at the click of a button or the drop of a menu, today’s QA software is highly moldable to the evolving needs and priorities of your team.

Connecting the dots

Having a QA system that is totally separate from your CRM system fragments the natural flow of information and communication that exists in the modern, connected world of business today.


Think about it. You have a CRM system to manage relationships between agents and customers, and a QA system to manage relationships between agents and customers and management. It just doesn’t make sense to parse out the overall customer and company interactions in this way.


Of the many benefits of using CRM and QA software in conjunction is the ability to manage and evaluate the entire relationship web in which all company-related interactions take place. From customer to agent to management and even beyond, linking CRM and QA software means a fully integrated system that reflects the whole picture.

Don’t separate, integrate

Software integrations are becoming more and more seamless as cutting-edge business technology makes a mass migration to the cloud.


For example, industry behemoth Salesforce has an expansive list of integrations, so much so that it has formed its own “app cloud” from which customers can customize a suite of products that all work within the Salesforce portal.


Software companies and their offerings can now integrate with one another regardless of size and scope  to create a highly customized system unique to each and every company. Using a CRM system in conjunction with QA software is soon to become par for the course as companies take advantage of the smorgasbord of cloud-based software options available at their disposal.

Visible, ongoing feedback

QA software that is integrated right within your CRM system means agents can see their KPI specs in real time at any given moment. It also means that management can monitor, give feedback, and coach on an ongoing basis.


Rather than a QA overhaul periodically, your call center has constant access to the tools that ensure quality and continuous improvement  – ‘round the clock, across the weeks, and throughout the year. Steady data provides accurate measurement, and steady quality assurance provides consistent quality.


Agents who have access to a QA dashboard will view QA differently, engaging in self-monitoring and adjustment, with a greater awareness of the quality of service perceived by their customers.


Playvox is among the pioneers of QA software available on the cloud. Scalable for companies large and small, Playvox integrates with numerous CRM systems such as Desk, Salesforce, RingCentral, ZenDesk, LiveChat, and more.

**Boost your contact center QA with Plavox’s 3rd party integrations**

With Playvox, incoming and outgoing calls and messages in your CRM system become valuable tools for measuring and improving quality. Agents can customize their dashboard to highlight particular KPI’s, management can give feedback, coaching, and (re)training all from one portal, and agents can even “gamify” their service to maximize their metrics.

CRM and QA: A united front of ongoing success.

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