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The customer service quality assurance checklist [template]

customer service quality assurance checklist

Customer service quality assurance (QA) has shifted from a nice-to-have function to a crucial department within most modern service teams. But for many, the hardest part of QA is the first step- setting up your quality assurance checklist. 

If you are setting up your customer service team’s QA program, you’re probably asking yourself a number of questions. How do I define quality for my team? How do we measure it?

Unfortunately, there is no single correct answer to these questions. However, setting up your quality assurance criteria is made much easier by creating a quality assurance checklist.

To make things clear we have broken down the checklist into the 3 key categories: 

  • Solution
  • Empathy/Tone
  • Efficiency

We have also provided a simple guide on how to measure the effectiveness of your QA program with points and quality metrics.

Download your free QA checklist spreadsheet 🚀

Quality Assurance checklist categories

1. Solution

The solution is the most simple and important quality category. The criteria should measure how effectively your agent solve customer issues. 

Checklist items for agent’s solution

  • Solved customer’s issue
  • Gave alternatives when required/applicable
  • Displayed expert product knowledge
  • Answered all question effectively
  • Provided a timeline for the resolution
  • Educated user to drive self-service
  • Updates/solutions promised
  • Upheld promise made to the user

2. Empathy/Tone

A positive attitude is a key part of providing high-quality service. An agent’s tone of voice can often be the difference between a customer giving a good or bad review.

To avoid any issues you can score an agent’s empathy and tone. This will help find areas they can improve on more accurately.

Checklist items for agent’s empathy/tone

  • Welcome greeting used
  • Response carried the tone of [company] culture
  • Held a positive tone of voice throughout the conversation
  • Spelling/Grammar
  • Took the lead in the conversation
  • Building authentic rapport
  • Empathised and apologised appropriately
  • Instilled confidence and trust in the customer
  • Appropriate use of emojis/gifs
  • Thanked the customer at the end of the conversation
  • Offered additional support

3. Efficiency

Efficiency is often not associated with quality assurance. However, efficiency doesn’t only refer to the speed of your response. It involves effectively balancing time and resources to provide a solution to the customer and avoid a repeat contact.

Checklist items for agent’s efficiency

  • Resolved issue in a timely manner
  • Appropriate use of macros
  • Solution was concise and to the point
  • Updated notes on case accurately
  • Categorised case properly
  • Addressed additional questions to avoid follow-up conversation

Measuring the effectiveness of your quality assurance checklist

It’s pointless revamping your customer service team’s QA checklist if you have no way to measure its success.

Some would argue that quality is not quantitative. However, when it comes to customer service performance, numbers are essential.

To accurately measure your new QA program you will need to focus on 2 key areas:

  • Internal scoring: Measuring an agent’s performance per conversation by assigning each quality criterion a value.
  • Quality metrics: Tracking quality metrics to measure the effect your QA is having on your team’s performance and the customer’s experience.  

How to measure quality assurance with internal scoring

An easy way to measure quality is by setting up a scoring system. Giving each criterion a score and weight will make understanding of your agents’ performance more precise. This also makes it easier to pinpoint areas that require extra coaching.

💡 For example: Spelling/Grammar can be allocated 10 points out of the 50 points that make up your Empathy/Tone category.

Download your free QA checklist template 🚀

How to measure your quality assurance impact with metrics

Now you have your internal scoring system. Next, you will want to measure the impact of your QA program using a performance metrics scorecard. This will give you an overview of how QA is affecting your team’s performance and your customer satisfaction.

To get the full picture of your checklist’s success, focus on measuring the following metrics:

  • Customer Satisfaction Score (CSAT): Gives a value (usually as a percentage) to show how satisfied your customer was with your solution.
  • Net Promoter Score (NPS): Provides an answer (between 0-10) to the question: ‘How likely is it that you would recommend our company/product/service to a friend or colleague?’
  • Negative Response Rate (NRR): Measures the number of negative customer reviews an agent/team receives vs positive reviews. This is shown as a percentage.
  • First Contact Resolution Rate (FCR): This evaluates the efficiency of an agent’s solution. Measuring the percentage of customers’ requests that are resolved during their first contact.
  • Repeat Contact Rate (RCR): Measures how effectively an agent handled a customer’s request. It is the percentage of solved tickets that have been reopened by a customer due to an unsolved issue. 

Making it your own

Every customer service team is different. As a result, each team will have a different standard of high-quality service. So remember, this QA checklist template is not a guide you have to follow exactly. It is a good starting point to develop your own personal quality program.

Your quality assurance criteria should reflect your team’s culture. So when setting it up, make sure to get input from your entire team. This includes everyone from agents to VPs. Ask what they think high-quality service looks like.


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