Does Great Quality Assurance Always Translate to a Better Customer Experience?

Experts in many fields, including customer service, can make the mistake of relying on one-size-fits-all solutions that do not work for every problem.

These panaceas tend to be driven by two main factors: common sense and conventional wisdom. When common sense and conventional wisdom aren’t supported by hard data, however, those strategies need to be revised. Always keep in mind that objective data is much more likely to be an accurate reflection of reality. Make sure your customer service strategy is one that’s data driven.

And it’s conventional wisdom that perpetuates Customer Satisfaction Myth #2: Great quality assurance (QA) scores translate to a better customer experience. After all, doesn’t QA make sure your employees follow your company’s established customer service processes? And aren’t customer service processes designed with customer satisfaction in mind? The truth is that this is often not the case.

Limitations of the Standard QA Process

Remember that standard QA evaluations measure how well an agent adheres to an established process and nothing more. Rarely do they look at the actual interaction between customer and agent, and that’s why they aren’t an accurate reflection of the true customer service experience. Customer satisfaction scores (CSATs) paint a clearer picture.

If your service process doesn’t match up with customer needs, you’ll see the following patterns crop up:

  1. Agents with high QA scores and low CSATs.They’re doing things “by the book,” but aren’t making customers happy.
  2. Agents with low QA scores and high CSATs.They’re having to go off script to solve customer problems and/or cultivate a friendly rapport.

This is because the typical QA process lacks nuance and instead goes by a “pass/fail” scorecard. There’s no wiggle room for tricky situations or even just a little authentic human interaction.

Aligning QA With CSAT

When you see discrepancies in these two scores, it’s probably time to implement a less rigid customer service process and establish new QA to match it. Never forget that there is no one-size-fits-all strategy for quality customer service. Each caller has his or her own preferences and quirks that may need flexibility to address. Give your employees room to adapt to the unique situation that is each new customer interaction.

Depending on your company’s situation, you’ll start seeing higher CSATs, more favorable QA evaluations, or both. Your customers will be happy, you’ll be happy, and your business with be healthier for it.

However, solving a mismatch between QA and CSAT isn’t easy, especially when your business isn’t dedicated to analyzing customer experience data. If your company is having trouble aligning these two scores, try contacting us at SYKES. Our specialists are here to figure out where your process is going wrong and how to get it back on track.