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How to Build an Effective Call Center QA Rubric

A step-by-step guide to creating call evaluation rubrics that are consistent, fair, and actionable. Learn how to design criteria that drive better coaching and performance.

How to Build an Effective QA Rubric

Step-by-step guidance for call center managers

Every QA program lives or dies by its rubric. Without clear, structured criteria, call evaluations turn into subjective opinion. The right rubric makes feedback consistent, fair, and actionable for agents.

Photo by Surface on Unsplash

Why Rubrics Matter

A rubric ensures that everyone—whether you’re a QA manager, supervisor, or peer reviewer—evaluates calls using the same yardstick. It removes ambiguity, keeps coaching constructive, and allows you to track performance trends over time rather than debating one-off opinions.

The 3 Qualities of a Good Rubric

  1. Specific – Each item describes an observable behavior, not a vague quality.
  2. Fair – Criteria reflect what agents can reasonably control within a call.
  3. Actionable – Results point to clear coaching conversations.
Avoid criteria like “overall professionalism.” Too broad, too subjective. Instead, break it down into observable elements like “used polite language throughout the call.”

How to Build Your Rubric (Step by Step)

1. Identify Core Outcomes

Start by asking: what defines a successful call in your environment? Common categories:

  • Greeting & Verification
  • Problem Resolution
  • Communication Skills
  • Compliance & Documentation

2. Break Outcomes into Behaviors

For each category, define specific, observable actions:

  • Greeting: “Agent introduced themselves with name and company.”
  • Resolution: “Confirmed issue was resolved before ending the call.”
  • Compliance: “Followed verification protocol exactly.”

3. Assign Weights

Not all criteria matter equally. Give heavier weight to what impacts the customer most. Example:

  • Resolution (40%)
  • Communication Skills (30%)
  • Compliance (20%)
  • Greeting (10%)

4. Choose Response Types

Keep scoring consistent:

  • Yes/No for binary actions (e.g., “Verified customer identity”)
  • Rating scale (1–5) for softer skills like empathy or tone
  • Comments for optional context

5. Pilot and Calibrate

Before rolling it out, have multiple reviewers score the same call. If results vary wildly, refine the wording or scoring until evaluations align.

Common Pitfalls

  • Too Many Items: A 50-point rubric is unmanageable. Start with 10–15.
  • Overweighting Compliance: Important, but customers notice resolution and empathy first.
  • Static Rubrics: Update quarterly to reflect new products, processes, or goals.

Turning Results into Coaching

A rubric isn’t just for scoring—it’s a coaching tool. Use it to:

  • Spot patterns (e.g., consistently weak empathy scores)
  • Recognize strengths (e.g., top marks in de-escalation)
  • Set measurable goals (e.g., raise resolution score from 70% → 85%)
Pro tip: Share rubric categories with agents ahead of time. Transparency makes QA feel less like a “gotcha” and more like a shared standard.

Scaling With AI

Manual rubrics are powerful, but time-intensive. Modern QA platforms like Call Compass can:

  • Apply your rubric across 100% of calls
  • Generate consistent, unbiased scoring
  • Highlight coaching opportunities automatically

That means you spend less time scoring and more time coaching.

Your Next Step

This week, sketch a rubric with just 10 clear, weighted items. Test it on a handful of calls. Next month, calibrate with another manager or peer. From there, refine and expand as your team’s needs evolve.

Ready to Automate Rubric-Based QA?

Call Compass applies your custom rubrics to every call automatically, saving hours of manual scoring.

Try Call Compass →

Call Center QA 101: A Manager's Guide to Evaluating Customer Conversations

Learn the fundamentals of call center quality assurance, from building evaluation rubrics to determining sample sizes. A practical guide for new QA managers.