Customer Experience

Customer Service Quality Assurance ROI: What is it and How do you Measure it?

We all know it’s important to deliver the best possible customer service.  But is it possible to see just how important?

Delivering a positive experience is a must to retain customers and ensure repeat purchases. Consumers who enjoy the best past experiences with a brand spend 140 percent more.

An effective quality assurance program helps you identify gaps in your customer service, find customer solutions quickly and achieve stronger performance overall.

However, managers and CEO will want see real return on investment (ROI) for undertaking this process — so what does that mean in the world of customer service quality assurance?


Defining Quality Assurance ROI

Quality assurance is an ongoing process in which QA analysts / team leaders:

  • evaluate agents’ interactions

  • assess the customer experience

  • gather data from multiple touchpoints

  • identify areas demanding improvement

  • help formulate plans to overcome obstacles

  • develop training and coaching sessions

Enhancing the quality of service your agents deliver means, naturally, more customers are likely to enjoy a much better experience. In turn, this increases the chance that they’ll return.

Retaining customers not only builds a more loyal customer-base but created advocates of your brand. Research shows that, on average, one happy customer will tell nine people about their positive experience. This usually takes place through word of mouth, social media or online reviews.

Word of mouth marketing (WOMM) is incredibly powerful: 92 percent of consumers believe in recommendations from friends and relatives more than all types of commercial advertising.

You trust the individual telling you about the perks of one business or another knows your personal tastes, so you know the products / service are well-suited to you. You can also trust they’ll direct you to a company worth your time and money.

Word of mouth is free for you: satisfied customers are likely to recommend you across social media and in conversation, getting your brand in front of other prospects with no direct involvement from you.

As a result, working towards a higher level of customer satisfaction and retention can inspire your audience to refer others to your company, bringing more ROI over time.

Monitoring Customer Service Quality Assurance ROI

You’ll be able to see and hear the progress your agents make during the quality assurance program. Monitoring calls, gathering customer feedback, assessing data and coaching sessions will all reveal where improvements are being made over time.

You’ll see exactly which breakthroughs your investment is creating, and understand where to channel additional money in the future.

Improving the customer experience isn’t easy, though. You have to identify those areas in which your agents are lagging and take steps to maximize performance. While each contact center is different, customer-service priorities are all the same.

Following the below steps can help you achieve better customer service through your quality assurance process:

Related: What is the ROI of your Customer Experience?

Increase Customer Service Quality Assurance ROI by Minimizing Customer Effort

Convenience is a major factor in the customer experience. We’ve all experienced poor service at one time or another: maybe you’ve had to email a business multiple times before they respond, or you’ve been unable to get through to an agent over the phone (but was still charged being put on hold).

The best contact centers make the customer journey as streamlined as possible. Your agents should be organized and prepared to answer calls quickly, have access to customers’ history (unless they’re a first-timer) and be able to resolve issues with minimal hassle.

Good QA software centralizes customer data from different sources, empowering agents with all the details they need to prevent callers feeling forced to repeat themselves.

Using Customer Feedback increase Customer Service Quality Assurance ROI

Customer feedback is invaluable to an effective quality assurance program. Call monitoring will let you hear how frustrated or happy they sound, but actually asking for their opinion gives you first-hand insights into their experience.

You can do this by asking every customer to leave feedback at their convenience. It can be as easy as inviting them to rate the interaction on a scale of one to 10, with an option to provide comments.

This can help your QA analysts and management understand what matters to customers with greater clarity.

Related: 5 Metrics For Giving Agents Effective Feedback

Overhaul your Training Routine to increase Customer Service Quality Assurance ROI

Coaching and training are vital: you have to incorporate the lessons learned from quality assurance and help agents avoid the same mistakes.

Call recordings can be utilized in coaching sessions as proof of an agent’s mistakes, as can customer feedback. Both the coach and the employee will know where improvements are needed, and understand how it will affect the customer.

Good QA software lets you deliver training to agents right at their desk and offer encouragement through real-time messaging.

Increase Customer Service Quality Assurance ROI by improving agent satisfaction

Research shows that happy employees can be as much as 20 percent more productive compared to other colleagues, while sales may rise by up to 37 percent.

If your agents are unsatisfied, unmotivated and disconnected from their work, they’re unlikely to reach their potential — and any improvements you invest in during the QA process may not actually bring the return you hope for.

Boost agents’ satisfaction through positive coaching / training, give them software and tools which are simpler to use, and welcome their input. Conduct surveys at regular intervals — anonymously, if necessary — and ask what changes they feel would enhance their job satisfaction.

Flexible hours, remote-working opportunities and even reward schemes can all help. Consider integrating these changes to achieve a more passionate workforce, and your customers may well notice the difference.

Embracing Multiple Communication Channels to Boost Customer Service Quality Assurance ROI

Offer consumers multiple communication channels to accommodate different preferences, routines and facilities.

For example, certain individuals may be unable to speak over the phone due to deafness, while visually-impaired customers will find email-only customer support unsuitable. Make your contact center as accessible as possible by embracing email, live chat, phone and social media.

Focus on being responsive across all channels, with minimal delays.


ROI is a crucial motivator for every contact center implementing a customer service quality assurance program: you want to feel reassured that the money you’re putting into a better CX will actually pay off.

As we’ve discussed, offering better service does bring tangible benefits, and you can measure the improvements through evaluation (call monitoring, data etc.). Identifying those flaws in your customer service gives you exactly what you need to grow, bringing more loyalty over time.

Focusing on priorities — both common and exclusive to your contact center — helps to transform the quality of your CX. And the better you are, the more likely you are to enjoy real ROI.

What steps do you take to achieve a better customer experience in your contact center?

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