The quality assurance of a call centre or back office is usually related to profitability. Either by direct and immediate measures such as transaction rate and turnover, or by longer term investment in customer satisfaction. Knowing and measuring what happens in a operational environment is essential, and this translates both to qualitative and quantitative measurements. Although there are many quantitative QA product available for short term performance measurement, the long term benefits of qualitative assessments are becoming increasingly important. Reviewing screen recordings of staff in action (especially with voice recording) is an important qualitative tool that enables overall improvement in customer satisfaction and long term profitability.