1. A method for annotating a process instance captured in association with a process study defined for a call center, and for refining the process study, comprising: providing a user interface that enables a user to interact with a recording of a dynamic service process being performed and included in the process instance, the dynamic service process conducted according to the process study and captured by a process monitoring system, wherein the dynamic service process being performed is a phone call between an agent and a customer, and the recording includes at least one of an audio or a video conversation between the agent and the customer during the phone call, wherein the phone call is conducted in association with a hierarchical process tree of process steps; receiving a process step tag at the user interface indicating a process step selected by the user from a first plurality of process steps of the hierarchical process tree and applied by the user to a section of the recording, wherein the user is enabled to apply process step tags to the at least one of the audio or the video conversation; for at least one attribute, receiving at the user interface an attribute value selected from a list of attribute values and applied by the user to the process instance; receiving at the user interface discovery information applied by the user to the process instance that is an observation made by the user based on interacting with the recording; generating, by at least one hardware computer processor, annotation information associated with the process instance that includes at least the process step tag, the discovery information, and the selected attribute value; decomposing, by the at least one hardware computer processor, the selected process step into a second plurality of process steps based on a study of the selected process step; displaying the first plurality of process steps and the second plurality of process steps in different levels of the hierarchical process tree, the first plurality of process steps and the second plurality of process steps being selectable in the hierarchical process tree to be applied as the process step tags to the recording; annotating a plurality of process instances with additional annotation information; calibrating, by the at least one hardware computer processor, the annotated plurality of process instances, said calibrating including reviewing the process step selected by the user; performing, by the at least one hardware computer processor, quality assurance on a first percentage of the annotated and calibrated plurality of process instances when the process study is in a first period within a lifecycle, and on a second percentage of the annotated and calibrated plurality of process instances when the process study has progressed within the lifecycle, wherein a quality assurance representative performs corrections to the annotated and calibrated plurality of process instances and provides feedback to the user with regard to the corrections, and allows for adjustments of future process instance reviews according to the feedback and number of corrections; analyzing, by the at least one hardware computer processor, based on the quality assurance, the annotated and calibrated plurality of process instances to measure how the process study is performing and to determine one or more improvements to the process study; identifying, based on the analyzing and using of at least one of an average handle time metric, a work time distribution metric, or a standard deviation metric, a process step of the hierarchical process tree that has high variation; decomposing, by the at least one hardware computer processor, the identified process step into a plurality of sub-steps to identify a sub-step of the identified process step that accounts for the high variation; modifying, by the at least one hardware computer processor, based on the identified sub-step, the process study, said modifying including at least one of adding a new attribute, adding a new process step to the hierarchical tree, modifying an existing process step in the hierarchical tree, or removing a non-occurring process step from the hierarchical tree; and benchmarking, by the at least one hardware computer processor, the modified process study against a different call center using a process catalog that encompasses standard process steps for a plurality of processes.