Quality Assurance (QA) is supposed to help contact centres improve customer experience, coach teams effectively, and identify risks. But in many organisations, it’s outdated, inefficient, and too often disconnected from real performance improvement.

The problem? Most QA processes rely on a tiny sample of calls, subjective scoring, and manual reviews that fail to provide a full picture of agent performance.

YakTrak + GRIST are solving this.

Why Traditional QA Falls Short

Many contact centre leaders assume QA gives them an accurate read on team performance. In reality, most QA programs suffer from:

• Limited Sample Sizes – Reviewing 1–3% of calls isn’t representative of an agent’s actual performance. Critical improvement opportunities are missed.
• Subjective Scoring – Different QA analysts interpret conversations differently, leading to inconsistent and unreliable feedback.
• Disconnect from Coaching – Even when QA identifies issues, it often doesn’t feed directly into coaching and capability development.

“When QA is disconnected from coaching, it creates a compliance exercise rather than a performance driver. Contact centres need a system where insights translate into meaningful development.” – Peter Grist, YakTrak + GRIST Managing Director

If QA isn’t driving real improvements, then it’s just an administrative task, not a performance enabler.

The shift: AI-powered QA that feeds coaching & performance

Modern contact centres aren’t just using QA for compliance—they’re leveraging AI to get a full, objective view of agent performance and tie QA insights directly to coaching.

YakTrak ensures QA insights drive coaching and performance improvements by:

• Integrating with AI-driven CCaaS QA assessments, ensuring leaders have access to a complete and objective view of agent performance.
• QA insights flow seamlessly into coaching workflows, ensuring leaders have real-time visibility into performance gaps and can provide targeted, high-impact coaching.

Now: YakTrak integrates QA with coaching, making sure insights lead to measurable agent development.

Future: YakTrak’s AI will not assess calls directly but will evaluate coaching conversations, providing structured feedback on coaching quality, structure, and impact. This ensures coaching conversations improve over time, reinforcing key behaviours and leadership rhythms. This ensures coaching quality improves over time, reinforcing the right behaviours and leadership rhythms.

The impact: AI-Powered QA in action

When AI is integrated into QA and coaching, contact centres see immediate performance improvements:

• At a major Australian energy provider, QA scoring inconsistencies dropped by 35% after integrating coaching workflows into QA processes, ensuring feedback was more accurate and actionable.
• Leaders using AI-driven QA insights provided more targeted feedback, improving agent engagement and performance.
• By integrating QA with coaching, the provider saw measurable improvements in FCR and CSAT, as coaching sessions became more targeted and data-driven.

For contact centres, this isn’t just about QA efficiency—it’s about ensuring QA drives real behaviour change and business results.

The future of QA: driving performance, not just compliance

The contact centres that thrive in the future won’t just measure QA for reporting purposes—they’ll use it to enable smarter, more effective coaching. YakTrak + GRIST are making this shift seamless, scalable, and data-driven.

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