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Quality control of conversations with customers on incoming and outgoing calls


The quality of conversations between your employees and customers is measured by dozens of parameters: from the politeness of an employee to the depth of the scenario. And each parameter affects the overall efficiency of business processes. Irina Stepnova, Deputy Executive Director of the outsourcing contact center Smarter, told the Pro Business portal about quality control of telephone conversations: what calls to listen to, how to evaluate them, and what to do with the results of the analysis.

Irina Stepnova
Deputy Executive Director of outsourcing contact center Smarter

Why you need call quality control

– In most companies, including large ones, the quality control department (QC) is a supervisory and punitive body whose task is to find deviations from the regulations and punish the unfortunate employee for this with a fine or a severe reprimand. Only the punisher himself remains in the plus (highly doubtful), but for the project or the company as a whole, these actions change almost nothing.

In fact, quality control is an analysis tool business processes companies. No matter how professional operators or managers are, a weak script or an irrelevant base will nullify all their efforts.

Quality control consists of two main stages: listening to and evaluating the recorded dialogues in dozens of parameters and creating reports on the results of the check. The final product is analytics and recommendations, thanks to which the work is carried out in accordance with the requirements and standards.

Recordings should be listened to and evaluated regularly – quality control not only looks for errors and shortcomings, but also successful cases: “selling” phrases, successful scenario solutions, the best time to call, and so on.

What does a quality control specialist pay attention to?

Operators work

Requirements for operators vary depending on the type of project. For telemarketing projects, sales and the correctness of information about the company and services are important, for hotlines – the speed and quality of processing calls. Therefore, the evaluation criteria for outgoing and incoming calls are different.

For outgoing calls, the operator:

  • follows the script
  • leads a conversation on the five main stages of sales: establishing contact, identifying and generating needs, presenting a product, working with objections and a deal;
  • does not allow fraud.

“Fraud” is when an application is filed with violations that entail financial and reputational risks for the company. For example, filling out an application without the consent of the client or clarifying key parameters (address, type of equipment, date of the specialist’s visit, selected tariff), misinformation on the conditions;

  • gives full answers to all questions of the client, does not withhold information;
  • the operator is polite, speaks clearly and legibly, keeps the initiative of the conversation.

However, there are exceptions: for example, the operator did not strictly follow the script, but still made the sale. Here it is important to track how the operator achieved the deal: he “cheated” and did not voice some key information, or simply adjusted to the state and type of the client and competently modified the structure of the dialogue.

For incoming calls, the operator:

  • complies with the call processing algorithm: correctly registers the reason for the call, adheres to the standards for call time and after-call processing, correctly captures information from the client, transfers calls accurately;
  • answers the client’s questions in detail, gives comprehensive information;
  • interested in solving the client’s problem, takes the initiative;
  • The operator is polite, speaks clearly and legibly.


For hotlines, the completeness and reliability of information, short and capacious speech modules, the availability of scripts for working with all types of calls, and the optimal conversation algorithm are important. For outbound telemarketing – the number and effectiveness of working out negative and objections, a competent sales algorithm.

Relevance and relevance of the database

Quality control will show how the database matches your target audience. You can track which segments show the greatest efficiency and focus on them to increase conversion: for example, if POS equipment is more often bought by individual entrepreneurs than by legal entities, then it makes sense to focus on the former.

Call time

Quality control will identify the most efficient dialing times or peak call times. Based on this information, staff work schedules can and should be adjusted.

Competitiveness of the product/service and the attractiveness of the offer for customers

Analytics of what product operators work with will help to adjust the marketing approach. For example, find and formulate a USP, change the conditions, find competitive advantages and focus on them.

Software operation

In some cases, the work of the software is also evaluated, for example, if third-party services are used or the work is affected by the convenience of the location of information / access to the necessary resources.

Who is in charge of quality control?

We have a full-fledged quality control department at Smarter, consisting of 23 employees. But in small companies, quality control can be handled by a sales manager, a coach, or any other person who understands the specifics of the business process.

It is good if quality control specialists periodically work in the line as operators. This is necessary so that analysts rely on their own experience, and not just theory, when evaluating records and conducting analysis.

How many calls to listen to and how to select them?

If a company’s managers receive or make several hundred calls a day, it is physically impossible to listen to each one. Yes, this makes no sense – it is enough to take a certain percentage of the dialogues and analyze them in order to assess the progress of the project.

Most carefully, you should listen to the recordings immediately after starting a call or receiving calls. After a month, you can switch to normal operation and select calls for listening according to several criteria.

Criteria for selecting dialogues for wiretapping:

  • Call duration. Too short or too long dialogues deserve special attention: on outgoing calls, the operator should not hang up after the first “no”, his task is to work out objections. However, it is also undesirable to delay this process, so as not to waste extra time on a client who is not at all interested in buying. The same applies to hotlines: if the conversation lasts more than a certain time, then the operator has encountered some kind of problem (lack of knowledge, the question is not provided in the script, etc.).
  • Personal efficiency of operators. First of all, analyze the calls of those operators who showed the highest and lowest results. Everything is clear with low ones – they need to be raised. But with high rates, everything is not so simple: first you need to make sure that the employee correctly fills out applications or processes requests. Then find the recipe for his success and scale it to others.
  • Operator experience. Pay more attention to beginners. But do not forget to periodically listen to experienced employees in search of best practices and to correct errors that arise.

How is quality control carried out technically?

In our company, we use our own QslQ software. The system keeps records of all made and received calls and allows you to search for records by different parameters (statuses, operators, projects, time intervals).

Special software also has functionality for slowing down and speeding up recordings, rewinding audio to the desired fragments.

What should a quality control report look like?

In order for quality control to be not just a phrase, but a clear tool, it is necessary to digitize the work of employees. Reporting can be done in Excel or directly inside the software, if the necessary functionality is available.

There is no universal list of KPIs for monitoring – each business decides for itself what to track and why. However, there is a general recommendation: a checklist for evaluating dialogues should be compiled according to the principle of minimum sufficiency. Only those parameters are needed that affect the quality of work, and the fewer divisions in the scale, the easier it is to control the quality.


Quality control is not limited to recording and listening to calls. In addition to these basic things, quality control checks the effectiveness of the dialogue script, the relevance of the contact database, the quality of the work of operators, and much more.

The key goal is to increase project performance on all fronts: if operators “sink”, then work out errors with them, if there is a problem in the script, generate recommendations for improvement, an outdated base – report the need to change the selection.

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My profession is a journalist, but my hobby for 8 years has been studying Forex investing and trading. During this time, I managed to gain extensive experience in investing and trading cryptocurrencies and double my capital in the Forex market. To be the author of this magazine, the site owners invited me to participate in one of the 2020 trading webinars, and I will try to reveal the most relevant crypto market news for you.

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