Quality Assurance (QA) for support teams is a systematic process of monitoring, evaluating, and improving the quality of interactions between customer support representatives and customers.
It involves regularly assessing actual interactions (e.g., calls, chats, emails) against specific criteria.
The primary goals are to ensure consistent service delivery, enhance agent performance through targeted feedback and coaching, identify systemic issues in processes or products, and ultimately, drive higher customer satisfaction and loyalty.
By moving beyond subjective judgments and random sampling, effective QA aims to foster a culture of continuous improvement within the support organization, leading to a more impactful and positive customer experience.
Traditional quality assurance (QA) processes for customer support interactions are often manual, time-consuming, and resource-intensive. Managers of support teams face significant challenges in ensuring consistent service quality, identifying training gaps, and maintaining high customer satisfaction.
The current manual approach to reviewing support tickets and agent performance leads to limited sample sizes for evaluation, subjective feedback, and delays in addressing critical issues. This results in an incomplete understanding of overall team performance, missed opportunities for agent coaching, and ultimately, a detrimental impact on customer experience and operational efficiency.
The underlying problem for support managers is the lack of a scalable and objective mechanism to continuously monitor and assess the quality of every customer interaction. Without automated QA, managers struggle to pinpoint recurring issues, identify top-performing agents, and provide targeted coaching to improve specific areas of agent performance. This not only hinders the development of individual agents but also prevents the support team from achieving its full potential in terms of service excellence. Consequently, managers are often reactive rather than proactive in addressing quality concerns, leading to an inconsistent customer experience and increased churn rates.
Activate QA scoring
First, head over to Help Desk Settings > AI tools to turn on QAS and decide which tickets should get a QA score.
There are two controls:
This lets you focus scoring only on conversations where QA analysis is meaningful.
See QA scores
Head over to your Help Desk > Coaching > Change dropdown to "QA Score" and review QA scores broken down by tickets and broken down by support reps - including your Customer Agent.
In this table you will be to access the following information:
Edit QA scores
In the ticket table, you will be able to understand what messages were evaluated for each score and you will be able to edit the score by hovering over a number clicking "Edit Score".
Review the ticket, update the score and provide a score explanation. The score explanation provided will replace the original AI-generated score explanation. Users will be able to track who made changes to a score.
Provide feedback on a score
In the ticket table, you can also provide feedback on individual scores by hovering over the ticket name.
Every ticket with at least 1 response from a Service Hub Enterprise user or at least 1 response from the Customer Agent will get a QA Score.
We are actively looking for feedback! Please share any feedback directly with mollmann@hubspot.com and/or book a meeting.