Two call centers can run the same campaign with the same data and get completely different results. The difference is almost always training and quality assurance. Buyers notice: centers with strong QA get higher caps, better payouts and fewer disputes.
Onboarding new agents
- Product basics — what the buyer sells, who it is for, and why consumers want it. Agents do not need to be experts, but they must not say anything wrong.
- The script — line by line, including why each disclosure exists.
- Qualifiers — what makes a consumer billable and what disqualifies them.
- Compliance — DNC, opt-out requests, what never to say, recording notices.
- Systems — dialer, dispositions, transfer process.
- Role-play — practise common calls and objections until they are natural.
- Nesting — first live shifts with close supervision and immediate feedback.
A simple call scorecard
Score a sample of each agent's calls daily or weekly on:
- Correct introduction and reason for the call (pass/fail)
- All required disclosures given (pass/fail)
- Qualifiers asked accurately and recorded correctly
- No misleading statements or pressure (pass/fail)
- Tone, clarity and listening
- Warm handoff quality
Any compliance fail should trigger immediate coaching, and repeated fails should remove the agent from the campaign.
Calibrate with the buyer
Once a week, review a handful of calls together with the buyer or network — especially disputed calls. Agree on what passes and what does not. Calibration stops arguments and aligns your QA team's scores with the buyer's view.
Coaching that works
- Short, frequent sessions beat long monthly reviews.
- Play the agent's own call; let them spot the issue first.
- One improvement goal at a time.
- Recognise good calls publicly — it spreads good habits.
Metrics to watch
- Billable rate per agent — the clearest quality signal.
- Dispute rate and reasons — patterns point to training gaps.
- Transfers per hour — productivity, balanced against quality.
- Average handle time before transfer — too short often means skipped qualification.
- Opt-out and complaint counts.
BFOUNT shares dispute reasons with publishers so your QA team can fix issues quickly. Join the network.