Yes, agent evaluations can be customized based on specific criteria.
This is essential for accurately assessing performance, aligning quality assurance (QA) with business goals, and driving consistent improvements across teams.
Customization allows call centers to define evaluation parameters that reflect the unique requirements of:
- Different call types (e.g., sales, support, collections)
- Specific business objectives (e.g., upselling, retention, NPS improvement)
- Regulatory or compliance needs (e.g., HIPAA, TCPA, internal policies)
- Soft skills (e.g., empathy, active listening, tone of voice)
- Campaign or team-level goals
Custom evaluations ensure that agents are measured fairly and coached on areas that directly impact performance and customer satisfaction.
Why customization matters
Customizing agent evaluations is crucial because it ensures the quality assurance process is aligned with specific business goals and operational realities.
Without customization, evaluations may overlook important performance factors or unfairly penalize agents for criteria that don’t apply.
Key reasons customization matters include:
- Increased relevance: Different call types and campaigns require distinct evaluation focuses. Customizing ensures evaluations measure what truly matters for each context.
- Better coaching outcomes: Tailored evaluations highlight specific agent strengths and weaknesses, allowing for targeted coaching and improved skill development.
- Compliance adherence: Industries with regulatory requirements need evaluation criteria that reflect those rules, reducing risks related to non-compliance.
- Improved performance metrics: When evaluations are aligned with business objectives such as customer satisfaction or sales targets, they drive meaningful improvements.
- Consistency across teams: Custom scorecards help maintain evaluation standards while adapting to the nuances of different teams or departments.
In summary, customization transforms agent evaluations from generic checklists into powerful tools that drive agent performance and business success.
What can be customized?
Agent evaluations can be customized across multiple dimensions to accurately reflect the unique needs of the business and the nature of the calls being handled. Common customizable elements include:
1. Call Types
Different types of calls require distinct evaluation criteria. For example:
- Sales calls may focus on objection handling, product knowledge, and closing techniques.
- Support calls often emphasize troubleshooting, empathy, and resolution effectiveness.
2. Business Objectives
Evaluations can be tailored to support specific goals such as:
- Increasing customer retention
- Boosting upsell or cross-sell rates
- Improving Net Promoter Score (NPS) or Customer Satisfaction (CSAT)
3. Compliance requirements
Industries with regulatory oversight can include specific checkpoints related to:
- Legal disclosures
- Privacy policies (e.g., HIPAA, GDPR)
- Security protocols and consent
4. Soft skills
Criteria related to agent behavior and communication such as:
- Tone and clarity
- Empathy and active listening
- Patience and professionalism
5. Campaign or team specifics
Different teams or campaigns may require unique scorecards to measure relevant competencies and performance indicators.
6. Customer sentiment
Advanced AI tools can automatically assess sentiment and add an additional layer of evaluation based on customer emotions detected in calls.
Customizing these criteria allows organizations to build relevant, fair, and actionable evaluations that improve both agent development and customer experience.
No more one-size-fits-all evaluations. Just targeted, consistent agent insights.
Conclusion
So, yes, customizing agent evaluations is a game-changer.
It helps you focus on what really matters for your business and your customers.
When evaluations fit the specific calls and goals your team handles, coaching gets sharper, agents improve faster, and customers get better experiences.
