6 Common Myths About QA in Contact Centers—And Why They Matter

Quality Assurance (QA) is often considered a backbone of the contact center industry, contributing to performance metrics and the customer experience. Despite this, QA is often misunderstood. Here, I’ll discuss six myths about QA that can limit its effectiveness and offer insights from my experience on how we can unlock its true potential.

Myth #1: QA is Just About Ensuring Compliance

Many believe QA is solely about adherence to policies and processes, but it offers much more. When QA shifts its focus beyond basic compliance, it can become a powerful tool for operational insights, driving improvements in customer experience and efficiency.

Shifting QA to a broader, more strategic approach allows us to uncover actionable insights that go beyond just ticking boxes.

Myth #2: High QA Scores Automatically Mean High Customer Satisfaction

It’s common to equate high QA scores with satisfied customers, yet this can be misleading. QA assessments often center on process adherence, which doesn’t always reflect how the customer felt about the interaction.

Bringing customer satisfaction metrics into the QA process allows for a more comprehensive understanding of the customer journey, helping to identify true improvement areas.

Myth #3: QA Should Only Focus on Finding Errors

This myth can lead to a counterproductive view of QA as a “fault-finding” function. However, QA can be equally effective in recognizing and promoting positive agent behaviors, which are essential to great customer experiences.

By acknowledging positive behaviors in QA reviews, we create a balanced approach that motivates agents and builds a quality-driven culture.

Myth #4: QA is Primarily a Monitoring and Reporting Function

While QA does include monitoring and reporting, its impact can reach far beyond these functions. When QA insights are integrated across departments, they can drive training initiatives, influence service improvements, and enhance strategic decision-making.

Incorporating QA’s insights into broader conversations elevates it from a reporting task to a key contributor to organizational growth.

Myth #5: Quality Belongs Solely to the Quality Team

The idea that quality is only the responsibility of the QA team can lead to disconnection between departments. Effective QA is everyone’s responsibility, from agents to supervisors to management.

When quality is embedded across the organization, it becomes a shared goal, resulting in greater accountability and collaboration.

Myth #6: AI and Automation Will Replace QA Roles

As automation and AI take on more tasks, it’s tempting to think that they’ll eventually replace QA roles. However, the human expertise in interpreting nuances and understanding customer intent remains essential to a robust QA program.

By pairing AI with human insight, we’re able to handle routine tasks efficiently while focusing QA professionals on high-value activities like coaching, trend analysis, and continuous improvement.

The role of QA in contact centers is transformative when seen in the right light. Moving beyond these myths allows QA to deliver far more than just compliance and monitoring—it becomes an essential driver of excellence.

With a redefined understanding of QA, we can leverage it as a strategic force in enhancing both operations and the customer experience.

Ready to transform QA from a checklist into a powerhouse of performance and customer satisfaction? Let’s shatter the myths holding your QA program back and unlock its true potential. Connect with me today to take your contact center’s quality to the next level—no more missed insights, just measurable impact!