Want to improve your e-commerce metrics? Focus on your QA score


I think most of us realize that customers are important. As we move from traditional business operations to the current focus on e-commerce businesses, concepts like “customer experience” and “the customer journey” continue to ring true. In fact, in many cases they are more important than ever.

That is, even in the online retail space, there is no doubt that the customer remains a focal point in all business. When customers can search everything on Google, the customer experience can be a way to differentiate your business and make you stand out.

Companies are constantly transforming and developing the various elements of how they operate. Things like managing remote workers, orchestrating complex ecommerce customer service, and scaling with the ever-increasing increase in online shopping are rewriting what the customer experience is in the first place. .

And yet, I still strongly believe that quality assurance remains one of the most important factors impacting the CX of any startup or company. In fact, with so much competition in the ecommerce arena, the quality of the experience you can deliver to your customers is one of the biggest differentiators an organization can cultivate.

While the customer is key, however, catering to an ecommerce customer can be difficult. If you don’t have solid, customer-related metrics to guide you, it may be impossible to create a winning strategy.

This is where your QA score comes into play.

What is your quality assurance score?

While quality assurance has always been a backbone of the business, tracking traditional quality assurance in a 21st century spreadsheet-driven business can be difficult.

The question is, how do you track, analyze and improve your customer experience?

Traditionally, companies rate CX with things like Customer Satisfaction Scores (CSAT). The problem is that these can be distorted by external factors. They also tend to be simplistic, most often just asking for a general opinion on a customer’s overall experience. This generates non-specific data and does not suggest specific areas for improvement …

Enter the quality assurance score.

A quality assurance score is a metric that you can customize based on the specific customer experience your brand is trying to deliver. In addition to using basic CSAT information, a QA score can take into consideration critical elements such as:

  • How your customer service representative behaves in their interactions with customers
  • If a representative follows your customer service protocols
  • If a representative reflects the tone, voice and posture described in your brand guidelines
  • Any other company-specific standards or values ​​that deserve to be followed

These additional factors make a QA score much more effective at capturing detailed and relevant interaction data.

By tailoring your QA dashboard to your brand, you can judge the quality of your agent’s interactions with your customers. This can provide specific areas for improvement and growth rather than generic comments that do little more than reflect the initial emotions of clients.

The measured difference between CSAT and QA scores

Traditional customer service surveys have been the go-to option for CSAT as they are used as an indicator of quality. However, I have found that they can be a bit misleading. In fact, sometimes they can even contradict the more precise data offered by a quality assurance score.

The MaestroQA quality assurance software platform recently performed an analysis of 265,000 customer support tickets. In the review, the company compared classic CSAT scores with more robust QA scores and found that even considering only interactions with a QA score of 90% or higher, almost a third (31.8% ) Support tickets had negative CSAT scores.

In other words, even when customer service was great, more than three out of 10 tickets looked like failure from a CSAT perspective.

The critical nature of a QA score

Examples like the one I provided above help highlight the weakness and superficial nature of a customer survey. On their own, these simplistic questionnaires tend to fall flat.

Rather than providing meaningful data, they obscure the problem with emotional responses. If a customer is upset after an interaction, it doesn’t matter how professional an agent was or if they took their team’s training and instruction. Feedback is likely to be negative. It can also be argued that the opposite is true.

However, when you use a quality assurance score, it can identify specific areas of strength and weakness. To reiterate, this is because a QA dashboard can be:

  • Customized to collect specific data
  • Used to define detailed pass and fail points
  • Used to read comments and data, then suggest meaningful changes

Compared to a CSAT score, a QA score provides a robust, well-rounded data set for understanding whether or not agents are meeting company standards. It can be tailored to meet the needs of each business and can provide critical feedback.

Use your QA score to improve your business

The ecommerce industry comes with a lot of metrics – data in the CX domain, in particular, can seem overwhelming at times. If you’re looking for a way to get rid of the clutter and figure out where you really need to grow, look no further than your QA score.

From personalization to specificity, a QA score provides a measure of quality that can redefine both the analysis of your ecommerce data and, by extension, your customer experience as a whole.


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