Article

The essential guide to customer service quality assurance

  • Design
  • 14 March 2023
  • 5 Min. Read

Why customer service quality assurance matters

Customer service teams are under mounting pressure as customer expectations continue to rise and economic headwinds make for a more cautious consumer. In this hyper-competitive environment, consumers want their problems resolved quickly and efficiently, with minimal effort. But, too often, customers experience poor quality service. In the so-called “Switching Economy,” this poor customer service has two critical consequences for companies: First, it leads to high customer churn, which is up to 25 times more expensive than the cost of retaining a customer. Second, businesses miss out on opportunities to improve their reputation and, as a result, their sales. Customer support agents are, increasingly, customers’ first and only point of contact. As such, customer service has become a critical commercial lever for companies. Quality assurance (QA) is the process of taking a sample of interactions (conversations) and reviewing them to check the overall quality of the service delivered. You can check for many different things, but the ultimate goal of quality assurance is to improve people, processes, and the customer experience.

How does customer service QA benefit my company?

By implementing quality assurance at your company, you ensure that your team is providing consistent and excellent customer care, while running efficiently. In fact, it’s an integral part of building and running a modern customer support organization. But why? 1. Dissatisfied customers are expensive: In fact, businesses lose more than $75 billion a year thanks to poor customer service. 2. Every message counts: Customer support is no longer just about solving customer issues. The support that is given to customers prior to purchase is equally as important as solving a post-purchase problem. 3. The voice of the business: In the majority of digital-first businesses, customer support is the only place where customers can interact with your brand in a more personal way. Two customers that ask the same question shouldn’t get two different answers – your brand must have the same, unwavering, voice whenever a customer contacts you. 4. Treat your people well: Many agents are thirsty for feedback and want to know how to improve. This is especially true for team members who are earlier on in their careers – they’re keen to know how they are performing so that they can grow. So, by enabling QA in your service organization, you can: 1. Reduce customer churn: by improving the effectiveness of each interaction, you make customers happier – and happy customers stay. Remember, it’s 5-25x more expensive to sign a new customer than to keep an existing one! 2. Improve customer acquisition: the modern customer holds word of mouth in high regard. 92% of consumers trust recommendations from friends and family above all other forms of advertising. 3. Unify the voice of your brand: When you unify your communications, you strengthen your brand. Your customers will also appreciate that, no matter how or when they contact you, they get consistent answers. 4. Improve agent satisfaction: Happier teams mean more engagement at work, and reduced turnover in a line of business where this is commonplace.

How does customer service QA benefit my customer service department?

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