What this report reveals

Across the industry, three themes are shaping performance: 

1. Coverage is expanding, but pressure is rising

• 74% of teams have increased QA coverage in the last 3 months 

• 58% report growing workload and performance pressure 

Teams are scaling oversight, but without additional headcount, this creates a capacity challenge.

2. AI adoption is accelerating, but experience is uneven

• AI is now central to QA strategy for many organisations 

• But there is still a gap between leadership expectations and frontline reality 

Technology is improving visibility, but outcomes still depend on how it is applied. 

3. Coaching remains the strongest driver of performance 

• 85% of professionals agree coaching is the most effective way to improve outcomes 

The difference is not just measuring more interactions. 

It is using insight to improve conversations, faster. 

The report breaks down practical steps to help you: 

• Improve consistency across customer interactions 

• Deliver faster, more relevant feedback to agents 

• Reduce pressure on teams while maintaining service quality 

• Use AI to focus on what matters, not just measure more  

Why this matters now

QA is no longer a supporting function.

It plays a central role in:

• Performance management 

• Customer experience delivery 

• Operational efficiency 

As expectations increase, teams need a clearer view of what is working, and what to do next.

This report gives you that clarity.

Built for ongoing insight

This is the first edition of a quarterly series. 

Each report will track how: 

• Customer expectations evolve 

• AI adoption matures 

• QA strategies shift across the industry 

So you always have a clear view of what is changing, and what to do next.