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The Evolution of Quality Assurance in Contact Centers

Craig Blake

Craig Blake

In the dynamic world of customer service, meeting and exceeding customer expectations is crucial for the success of contact centers. Quality assurance (QA) plays a vital role in ensuring that customer interactions are handled with excellence and efficiency. This blog explores the evolution of QA in contact centers, the rise of AI-powered solutions, and how Cogito’s Quality Assurance Dashboard is revolutionizing the industry.

Reconsidering Classic Quality Assurance Programs

Traditional QA in contact centers has relied on manual monitoring and evaluation of customer interactions, which has its limitations. This approach is time-consuming and can lack consistency and accuracy, as human evaluators may have different interpretations and biases when assessing interactions. Additionally, as contact centers grow in size and volume, the existing QA process is hard to scale. To keep up with the ever-increasing volume and complexity of customer interactions, a modern approach is needed.

Evolving QA with the Support of AI

Looking ahead, the future of QA in contact centers lies in the integration of AI and automation. By harnessing the power of artificial intelligence, contact centers can now automate the monitoring and evaluation process, resulting in more accurate and consistent results. AI can analyze vast amounts of data in real-time, providing valuable insights into agent performance, customer sentiment, and interaction quality.

AI Use Cases for Quality Assurance

1. Comprehensive & Unbiased Feedback on 100% of Calls

AI’s ability to monitor and evaluate 100% of calls in the contact center is beneficial for quality Assurance due to its comprehensive and unbiased approach. Unlike manual sampling, which only reviews a small fraction of interactions, AI can analyze every call in real-time. This exhaustive coverage ensures that no issues go unnoticed, allowing for a more accurate assessment of agent performance, adherence to compliance standards, and overall customer experience.

“We had this gap, and the Cogito product filled that for us. So now, 100 percent of the calls are being looked at. You can do a quick scan. You can find the ones [calls] that weren’t going well or the ones that went really well. And you know, this isn’t all about punitive. There’s a lot of congratulations that goes on with the product as well, which the techs are really liking.”

 – VP, Hotel Technology Client Support (Customer)

2. Compliance Adherence

AI tools can flag instances of non-compliance, such as improper handling of sensitive information or failure to follow scripting guidelines. Additionally, AI can identify trends and patterns in customer interactions, allowing contact centers to pinpoint areas for process improvement, such as streamlining workflows or updating training materials to address recurring issues.

3. Training & Onboarding

Contact center leaders proactively gain insight into trends across their contact center, enabling them to identify areas of improvement in agent performance. They can then use those insights to develop targeted training programs to address specific skills or knowledge gaps, and tailor onboarding processes to ensure new agents are well-equipped from the start – ultimately enhancing operational efficiency and customer satisfaction.

“When we rolled out Cogito, we found that our training was lacking in a few areas. We weren’t really covering empathy. When we rolled out Cogito, we actually supplemented our new hire training and put our existing techs through empathy training because our empathy scores were not where we wanted them to be. So we have implemented it into our onboarding process.”

 – VP, Hotel Technology Client Support (Customer)

4. Save Time & Enhance Productivity

Automating mundane, repetitive tasks with AI saves your QA team time and allows them to focus on what matters most. With AI transcription, teams can quickly locate calls and the moments within those calls that need careful attention.

Cogito’s Quality Assurance Solution

Introducing the next generation in quality assurance: Cogito’s Enhanced Quality Assurance Dashboard. With comprehensive automation and objective assessments, it provides real-time feedback and coaching to agents, driving continuous improvement. Compliance is ensured through proactive monitoring and analysis of customer interactions. Insights generated by Cogito’s solution contribute to process improvement, identifying opportunities to streamline workflows and enhance the overall customer experience.

Cogito’s automatic and accurate call transcripts are available immediately after every call. With Conversation AI and Emotion AI cues highlighted within the transcript, you can jump to coachable call segments that are synced to the call audio. QA teams can leave feedback and observations via time-stamped call notes.


QA plays a crucial role in enhancing customer experience within contact centers. As customer expectations continue to evolve, so must the approach to QA. By embracing innovative technologies like AI and automation, contact centers can stay ahead of the curve and deliver exceptional service to their customers. Cogito remains committed to driving innovation in QA and contact center technology, ensuring that companies can meet the ever-changing demands of their customers with confidence.

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