Quality management (QM) is an essential application and process in contact centers. Its fundamental purpose is to ensure that agents adhere to internal policies and procedures, but it does so much more for companies and their customers. From the customer perspective, QM should be used to make sure agents are effective at building rapport and are caring and empathetic throughout conversations (calls and digital); are knowledgeable about products and services and can answer a majority of inquiries; know where to find additional information; and have excellent call/interaction management skills.