Call center scorecards can be powerful tools for evaluating both your agents’ customer service performance as well as the overall quality of your company’s customer service training program.
When call center scorecards are used on a routine basis as part of a comprehensive QA program, they can help inform your team’s coaching and training efforts and enable your organization to improve critical customer KPIs, such as customer satisfaction (CSAT).
Given that customer service is arguably one of the most important and influential departments within any organization, using scorecards to ensure the team is employing key customer service skills is more important than ever. Especially when you consider that 80% of customers say that when customer service solves a problem for them, they feel more connected to a brand and that, conversely, when poor experiences arise, more than half (53%) of consumers say they’ll stop doing business with the company, according to Stella Connect’s own 2021 customer service statistics.
But for call center scorecards to be truly impactful, they need to avoid these common mistakes.
Top Mistakes When Creating a Call Center Scorecard
1. Creating a call center scorecard that’s inconsistent with your training practices
It’s easy to become consumed with creating the perfect scorecard, taking notes about what other companies include in their templates. But to deliver meaningful results, QA scorecards should be tailored to your individual company. Most importantly, they should only include questions that align directly with your training program and underscore topics you routinely go over with agents during customer service coaching sessions.
If you include scorecard questions that cover X topic, but haven’t trained your agents on how to do X, that can create a confusing disconnect.
Agents should be able to immediately recognize your scorecard questions from their training and understand that these are best practices that they should be working to achieve at all times.
2. Including questions that aren’t actionable for your agents
Each of your scorecard template’s questions should be purposeful and designed to be actionable for both your agents and managers. The results should help guide coaching efforts and enable your team to have more effective customer interactions moving forward.
3. Using a call center scorecard template that’s unclear, confusing, or disorganized
Keeping your call center scorecard organized is key. That means being thoughtful about the order of each question and making sure they are grouped together by topic.
It’s also important to define any customer service terms that you include in your scorecard. For instance, if you ask questions about your brand’s “tone,” be sure to define what brand tone means and what you’re looking for your employees to demonstrate when embodying your company’s tone.
Be as specific as possible and descriptive in your questions. That way if agents miss the mark, they know why that’s the case and how they can improve.
4. Not asking questions that measure soft skills as well as hard skills
Scorecards should offer a holistic look at agent performance. That means not just including yes-no questions, but including open-ended questions allowing QA reviewers to provide internal feedback to drive improvements.
While it’s common to include questions that address hard skills, like handle time and whether the agent welcomes customers on the phone, it’s also important to address soft skills that measure how agents align with your brand values and voice, exemplify your brand’s tone, and demonstrate empathy. Be sure to use your brand’s core values as the foundation for which soft skills you focus your scoring on. Remember that when you include terms related to your brand’s tone and voice, you need to align internally on what this means and provide consistent communication on how agents can improve in bringing your brand to life.
Top Mistakes When Using a Call Center Scorecard During QA Reviews
5. Not being consistent in your review process
Coaching managers involved in the QA process should meet on an ongoing basis—weekly or monthly, at a minimum—to ensure the scoring process is consistent across all reviewers. Have all of your reviewers score the same interaction and see how aligned they are.
Keep an eye on your company’s QA calibration score to uncover discrepancies between graders.
You’ll quickly find out that if you have vague scorecard questions, you will have to calibrate more often, and people will be more likely to become misaligned over time.
6. Not using scorecards to guide agent growth and development
Scoring should be used to shape your coaching sessions. As part of the review process, agents should receive their individual scores and clear next steps on what to focus on and prioritize.
7. The scoring process is unclear
On the reviewers’ side, there should be no room for guessing whether an agent has met certain criteria or not. They should also have the opportunity to provide specific examples of how agents are demonstrating specific skills or bringing key brand values to life.
And on the agents’ side, there should be no confusion about why they received a given score. Customer service team members should be deeply engaged in the process and trust that everyone has their best interest at heart.
After every review, your agents should walk away with clear next steps they can take to approach the same type of call even better the next time around and improve their scores.
8. Your agent performance isn’t improving
If your agents aren’t getting anything out of your QA process and aren’t showing signs of strengthening their skills, these are signs it’s time to rethink your program.
9. Your QA score is improving but your CSAT score isn’t
If your QA scores are through the roof, but your CSAT scores aren’t where you’d like them to be, this could indicate your QA program and scorecard aren’t focused on the kinds of outcomes that impact customer satisfaction.
Looking for ideas on which types of topics to cover and questions to include in your call center scorecard? Download our Ultimate Customer Service Performance Scorecard Template, inspired by Stella Connect’s deep expertise in collaborating with the world’s top service-focused brands, including Mercedes-Benz, Williams-Sonoma, Lemonade, and more.