Quality Intelligence: the new evaluation measure for contact centers

It's 2025: some contact centers already have advanced customer experience (CX) analysis technologies and processes to analyze Voice of the Customer (VoC) - however, this data, which is quite rich, is rarely used to evaluate the operation's performance. Instead, we are still using traditional quality assurance metrics for this measurement.

Traditionally, contact centers measure quality assurance through metrics such as average response speed, average service time, first call resolution rate, the customer's ability to recommend the service, and the customer's effort score. Relevant data that can be extracted from CX analysis has not been used to evaluate service quality. Why?

Because even with so much information, without an adequate solution, vision and strategy, contact centers end up becoming a "black hole" of data.

Without proper processing, data remains fragmented in silos, making it difficult to get a holistic view of performance and the customer experience.

Data from various channels, such as phone calls, emails, chats and social networks, is often not correlated effectively, resulting in superficial and disconnected analyses. In addition, the lack of standardization in the collection and processing of this data can lead to inconsistencies and damage the quality of the information used in evaluations.

According to the Brazilian Teleservices Association (ABT), the national contact center market employs millions of people and generates considerable turnover, especially after the growth of e-commerce and the digitization of customer relationship processes. In this complex reality, the search for efficiency is no longer limited to reducing operating costs, but to ensuring a more satisfactory customer experience and gathering valuable insights for strategic decision-making.

Quality Intelligence: how to measure it?

Last June, a Gartner analytical report proposed a completely new measurement measure for contact centers: Quality Intelligence.

The report prepared by the company provides some interesting insights, the result of a survey carried out by Gartner with leaders of support and contact center services. The first point is that only 19% of those interviewed consider agent performance to be the main vector for guaranteeing service quality, while 52% highlight CX and VoC as essential measures.

In addition, quality measurement processes today end up focusing on analyzing voice channels, leaving digital interactions to one side. To complete this scenario, at least 85% of leaders rely solely on manual evaluations.

Fundamentally, the measurement of Quality Intelligence in the contact center brings together three main streams of information: traditional quality analysis data; Speech Analytics data, which brings sentiment analysis, identifies the emotional tone of conversations, and allows companies to better understand customer reactions; and VoC data, which represents feedback provided directly by the customer.

In this sense, Quality Intelligence is an innovative approach that integrates advanced technologies and holistic strategies, transforming the vast volume of contact center data into actionable insights - and this is because this analytical methodology not only consolidates data from different communication channels, but also applies advanced analytics to identify patterns and trends that can significantly improve the performance of the service as a whole.

In addition, Quality Intelligence makes it possible to correlate data from various sources, such as phone calls, emails, chats and interactions on social networks. By unifying this information, it is possible to obtain a more complete and accurate view of the customer experience, allowing companies to take proactive action to solve problems and improve customer satisfaction. This unification is made possible by better standardization in data collection and processing, by establishing uniform criteria for capturing and analysing information, eliminating consistencies and ensuring that all data is taken into account in evaluations.

How a CX platform can contribute to the process

It can be seen that the Quality Intelligence approach is rooted in technological advances that make it possible to analyze large masses of data in an agile way.

While in the past it was common to evaluate customer service agents by means of modest samples of calls or interactions, today there are tools that analyze 100% of contacts, be they by voice, chat, email or social networks.

The latest CX platforms offer robust tools for collecting, integrating and analyzing data from multiple communication channels. Using an intelligent customer experience management platform allows contact centers to establish uniform criteria and optimize their processes, resulting in a more cohesive and satisfying customer experience.

In general, more robust CX solutions have Speech Analytics solutions already integrated - and speech and sentiment analysis can, for example, predict which customers are more likely to cancel a service or which type of agent generates greater satisfaction among the public they contact. If a certain pattern of conversation or approach proves to be more efficient, these insights can be used to train the entire team, raising the overall level of performance.

Thus, Quality Intelligence not only measures what has happened, but indicates what actions can be implemented for better results. This type of intervention is fundamental for managers who need to make high-impact decisions in competitive environments. In Brazil, where professional turnover is notoriously high, this type of insight provides support for more accurate staff retention, training and selection strategies.

With all these considerations, it is possible to conclude that Quality Intelligence represents a significant evolution in the way contact center performance is viewed.

The analysis no longer focuses on evaluating just productivity metrics, but on understanding the emotional, contextual and strategic factors present in the relationship between companies and customers. This broader and deeper understanding has the potential to directly impact financial results, consumer satisfaction and institutional image.

Despite the initial effort to migrate from a purely quantitative model to an integrated assessment of data and behavior, the benefits are significant and support informed and assertive decisions. In this way, Quality Intelligence tends to consolidate itself as a reference for managers who see customer service as a pillar of differentiation and added value, far beyond the traditional operational indicators that once guided the sector's strategies.