Rethinking Quality in the Modern Customer Experience 

Quality management often gets a negative reputation, particularly in today’s CSAT (Customer Satisfaction Survey) driven environment. In live interaction quality management, we face a dual challenge. Agents may perceive quality assessments as a “gotcha” exercise, while management may struggle to align with the true outcomes during calibration, often resulting in discrepancies like DSATs.

To overcome these challenges, quality should be structured as a dynamic, interactive platform. It’s essential that agents fully understand the QA SOP, rubric, and platform through regular team calibrations. This collaborative approach ensures that everyone is on the same page and that the feedback process becomes a valuable tool for continuous improvement, not a punitive one.

Additionally, QA platforms should always be reviewed and updated in line with any business process changes to ensure relevance and effectiveness.