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How to Manage Customer Service Quality: A Guide Like No Other

Quality management19 MIN READJan 6, 2023

Managing quality


This guide will steer you through the ins and outs of managing your customer service quality. Customer expectations are rising. Follow our lead to meet and surpass their standards.

When customers judge every interaction, every interaction counts.

Over 80% of customers are likely to avoid doing business with you if you fail to show you care. 

Consequently, companies that prioritize support quality are leading the way. Optimize how you speak to your customers to push yourself into that bracket — customer support quality deserves conscientious management. 

A simple infographic showing that 66% of customers expect brands to understand their needs.

Invest in your customer-facing team: the dividends will pay off.

Start out by envisioning where you want your team to be. After setting the right goals, you need to find the right people & software to achieve your goals and measure the right metrics to track progress. With all the pieces in place, you have the contours of success.

What is quality customer service?

Quality customer service is about more than just answering questions. Although excellent customer service looks slightly different for every industry, there are commonly shared values:

  • Ease of use
  • Quick response
  • Style & tone of voice
  • Driving product engagement & growth 
  • Being customer-centric

We asked support leaders to help us dig into the details of these 5 overriding characteristics of quality customer service:

Ease of use

You need to make it as easy as possible for customers to find the answers to their questions. This means being proactive about solving known problems and eliminating friction.

That might look something like creating a detailed, easily-searchable help center so that existing customers can easily find the answers to common questions within a knowledge base. You want your knowledge base to be a bank rich with information about your product/service. This could also include using effective chatbots and auto-responses to answer repetitive questions and relieve customer service reps from this burden.

They will have more time and energy to combat complex questions one-on-one.

Many support teams measure their ‘ease of use’ with a Customer Effort Score (CES).

CES, CSAT and NPS metrics walk into a room.

Quick responses

Speed isn’t everything, but the time your agents take to respond is one of the first impressions you leave on a customer. If they have to wait too long, it immediately signals a flaw in the design of your customer support process. 

Over 60% of consumers say a fast resolution is the most important factor when it comes to great customer service. Patience is not abundant — don’t start off on the wrong foot!

My definition of quality CS interaction is, first and foremost, a quick response.
Nir Ben-Ari
Nir Ben-Ari

First Response Time (FRT) and Average Handle Time (AHT) are popular KPIs for support teams used to measure and understand performance trends. Improve these customer support metrics with effective coaching, templates & shortcuts, and prioritizing responses. 

Remember though, a quick answer does not necessarily mean an accurate one. Your customer also deserves a thorough response.

Style and tone of voice

Although more difficult to quantify, the best customer support agents know that attitude and approach are as important as correct answers. 

Therefore, many businesses choose Tone and Style as one of their conversation review categories. It’s an aspect of measuring support quality that must be defined and assessed internally. How you say something is as important as what you say.

As the correct tone can vary per business, Internal Quality Score (IQS) is the perfect customer service metric for teams who want to keep a close eye on tone and style. Internal reviews are the best way for managers to understand team performance on internal standards such as style & tone.

Despite what some may think, Klaus is not actually a cat. It’s a customer service quality management platform. Use it to give agents feedback and teach them how to make customers purr.

Book a demo now

PS We’re just kidding. Of course, it’s a cat.

Driving product engagement and growth

A support team’s direct connection to your customer can strengthen product engagement and customer loyalty. Proactive support reps improve customer knowledge about products and services offered, as well as promote upgrades and new features.

I would define a quality interaction as one where I don’t just troubleshoot their problem or answer their question in a binary fashion.
Davis Mastin
Davis Mastin

The customer support team is your business’ mouthpiece. 84% of companies say that positive customer experiences improve revenue.

Klaus watering little chicks, thinking that it might actually work.

A customer-centric approach

It sounds obvious that businesses should make the customer a focal point in their customer service strategy. Quality customer service is about more than anticipating their problems, it’s also about making decisions that consistently put your customer first. 

Being truly customer-centric is about giving your support team a voice in your company to influence decision-making across departments. Don’t be shy about making this obvious.

It pays to let your customers know that their input has an impact.

When new features are being developed, our Product Managers are heavily involved in padding out our Knowledge Base. And as support reps, we provide them with feedback post-release for any adjustments. Customers like to know that their input actually affects how we grow and improve.
Dajana Novak
Dajana Novak

Why is it important to provide quality customer service?

99% of customer support experts believe that customers have higher expectations of service quality now than ever before. Investing in quality is important to make sure you stay ahead of your competitors (or at least keep up with them!). But providing excellent customer experiences also plays a big part in generating company revenue and growth. 

It’s a two-way relationship

Customer relationships are important because they provide deeper insight into the customer needs, and offer opportunities to ask for referrals and recommendations. Think of your support team as the front line for your business.

When your existing customers have a connection with your business, they’re willing to help you out — whether that’s with customer feedback or growing your business. Your success becomes shared. This requires listening, understanding, and acting on what your customers tell you. Train your support team to foster meaningful customer relationships.

Customer loyalty equals growth

Customer service plays an important role in keeping customers around. Customer retention and loyalty are indispensable for growing businesses. 

Every customer service representative should also be trained to drive product adoption and engagement, introduce new features, and offer premium features. 

A simple infographic showing that a mere 5% increase in customer retention can raise business profits by up to 95%.

Support-driven growth is about seeing a customer service team as a revenue driver, not a cost center. With this approach, your support team is an integral asset to revenue generation. Failing to tap into this potential means missing a critical opportunity in your growth strategy. 

One meaningful customer interaction nurtures loyalty, while many meaningful customer interactions nurture growth.

Klaus in a warehouse, saying that this is nothing but a warehouse of success.

Who should be managing the quality of customer service?

Although the management of customer service quality often falls on the shoulders of managers, having dedicated staff will spell out greater success in the long run. 

Usually, this position is called a Customer Service Quality Assurance Specialist, but since it’s still a relatively new and evolving role, the job title could be listed as ‘Support QA Specialist’, ‘Conversation Review Specialist’, ‘Customer Service Quality Specialist’, or ‘Training and Quality Manager’. 

A customer service QA specialist’s responsibilities include:

  • Defining & developing internal support quality standards
  • Monitoring customer service performance on team & agent levels
  • Reviewing conversations across communication channels
  • Providing meaningful, constructive feedback to help coach agents
  • Establishing support KPIs and analyzing customer service metrics (CSAT, FRT, IQS, etc)
  • Participate in calibration sessions to maintain support consistency
  • Map the need for onboarding, training & coaching program

Hiring a specialist to manage your support quality is a surefire way to fortify your goals. 

For your quality program to be successful, conversation reviews need to be done regularly — QA specialists alleviate this burden from managers. They also help lower the grading bias when conducting reviews, so feedback can be more objective. If you are scaling your team, a manager needs to be on the ground with them, so delegating QA management to a specialist can help them focus on the bigger picture. 

Klaus praising Jerry The Otter for doing a good job.

What goals should you set for your support team?

Defining where you want to be is the first step to actually getting there. Goal setting is an important practice for teams just as much as for individuals. You’ve likely heard the proverb, ‘what gets measured, gets managed’ — setting goals improves focus and helps your employees understand their priorities.  

If you set SMART support quality goals for your team it clears the pathway for your team to progress. 

Top tips for setting customer service goals:

  1. Start with your support vision
    What do you do? Who do you serve? How do you serve them?
  2. Align with company-wide goals
    You want your support team to operationally coordinate with the rest of the company and feel valuable to the wider efforts.
  3. Set SMART goals
    Specific, Measurable, Achievable, Realistic, Time-dependent
  4. Tie goals to your customer service metrics
    The proof is in the pudding.

Check in on industry averages to benchmark where you want your team to be. As a decisive factor in people’s buying decisions, you want to match (or exceed!) user expectations and beat your competition. Zendesk’s customer service benchmarks are a perfect place to start your quest. 

Example of customer service goals

Say you’re a cat-food delivery business. Yum.

You want to deliver excellent customer service to existing and potential customers, as well as upsell yearly subscriptions. 

  • Your goals are to achieve 85% CSAT and 92% IQS by the end of the year. 
  • You aim to keep your FRT below 2 hours, on both email and live chat. 
  • You will create a new ‘Upselling products’ rating category in conversation reviews and all agents should score at least 80%. 

Throughout the year, you will track metrics to assess performance and conduct specific coaching sessions. 

How to pick the best customer service quality management software

Is it possible to do it manually? Yes. But it means a colossal amount of your time is wasted on the mundanity of admin. Tools exist to make space for higher-priority work — Slack did it for internal communication, Mailchimp did it for newsletters, Klaus is doing it for quality management.
Martin Kõiva
Martin Kõiva

The purpose of quality management software is to make the process of improving your support quality effective and efficient. These tools help you give internal feedback, coach your customer service teams, and track progress. 

Many companies start out using spreadsheets to organize and monitor their support QA processes. For small teams and low conversation volume, this can work for a limited time. 

For companies looking to grow, with support teams that have to contend with onboarding and coaching new agents, a manual QA process starts to both tangle and unravel.

Klaus looking into his computer and documents, trying to find his lunch break.

Dissatisfied customers are likely to tell up to 15 people about bad service experiences. Those aren’t the kind of rumors you want to be spreading, especially if you have your eyes set on growth. For excellent support quality, you need a tight-knit QA process.

Internal quality assessments can take hours of work. If you switch to a dedicated quality assurance program, your managers or QA specialists can say goodbye to manual labor. They can focus instead on what matters: analyzing the metrics, targeted process improvements, and coaching teams to excellence. 

Save time, resources, and customers with a quality management system.

88% of service leaders believe that their current tech stack holds them back from achieving their goals. When considering different tools, always ask yourself if this is going to make your QA process simpler and better.

There are several tools for managing support quality. You want one that will connect to your current tech stack and help make QA a habit. The best customer service quality management program is one that gets used.

An infographic summarizing the questions to ask before picking a support quality management platform.

Klaus is a leader in support quality, used by companies like Epic Games, Wistia, and Automattic. The user-friendly platform uses AI to help you find the right conversations to review, analyze trends & metrics, and coach teams to improve performance.

To get started, install the browser integration, integrate with your helpdesk, and connect to Slack for an automated, streamlined QA process. 

✅ Create custom QA scorecards to align with your support goals

✅ Use AI filters to find the right conversations to review

✅ Set up regular review assignments 

✅ Track and report your team’s performance on the dashboard

✅ Analyze conversations and agents with data visualizations

✅ Use advanced coaching features to give specific, actionable feedback

✅ Slack integration 

I think that technology should be running the show behind the scenes. It should take away all of the manual work like queue management and adding tags to give your agents more space to focus on what really matters — the customer.
Chris Jewitt
Chris Jewitt

Companies have reduced the time they spend on their support QA process by up to 90% with Klaus. That’s a lot more time freed up to focus on increasing customer satisfaction.

Managers can filter through to the conversations that matter, agents can see and act on their reviews, QA specialists can analyze trends and spot opportunities for coaching and growth. 

How to measure the quality of your customer service

To evaluate your support, you’ve got to check in on the data. There are many metrics that you can track to understand how your support team is performing.

But sometimes there are enough anagrams to fit into a crossword and make you go cross-eyed. Focusing on a few metrics that you can reliably track is better than tracking everything all at once. 

Which metrics are the most important for measuring support quality? 

These four data points are your support quality cornerstones. But before you take out the tape measure, let’s get into the crux of each.  


This is one of the most important metrics you can track — a healthy CSAT means satisfied customers. It’s also an anagram of cats. CSAT customer surveys revolve around one crucial question: how satisfied are you with the service/product/experience you received? 

Your CSAT survey could simply be a thumbs up or thumbs down, or it might ask your customers to rate you on a 7-point scale. Find the best customer service rating scale for your company. 

Beware, though, of making CSAT your north star in judging excellent customer service. This is a hot metric, but customers don’t know what’s behind the curtain, and cannot rate internal processes. With CSAT, you’ll only be seeing your service through your customers’ eyes.  

Klaus showing common misspelling of CATS.


Your Internal Quality Score is the only metric that defines support success alongside your own benchmarks of success. Different companies have different support goals and processes; external reviewers will judge them all against the same benchmarks. 

While the customer may rate the conversation as a success because they got a quick refund, behind the scenes, the agent may have disobeyed protocol. On the flip side, a customer may rate the conversation unsatisfactory because they are unhappy with the product itself when the agent was friendly and followed processes perfectly. See the issue? 

A simple infographic showing that only a third of customer service teams track their IQS.

To calculate your IQS, your team has to do conversation reviews to rate each interaction by categories that reflect internal standards. Reviews can be done by support peers, managers, or QA specialists – the idea being that conversations are rated by someone who understands support goals.


Your customer effort score measures a customer’s own input in getting their problem solved. Remember that ‘ease of use’ is one of the pillars of excellent customer service — you want to make it as easy as possible for your customers to find resolutions. 

Like CSAT, your CES is determined by surveying your customers. The most common way to do this is by asking them how much they agree with a statement like ‘Your company made it easy to find a solution to my issue.’

CES is a great indicator of good customer service and loyal customers — time and energy are precious, and customers don’t want to waste theirs! But a CES cannot pinpoint where in the process the customer found things easy or had difficulties. 

Klaus talking about complex equations over the phone.


Your net promoter score measures a customer’s overall experience with your company by asking them whether or not they would recommend you to others. It is a fantastic way to determine how you measure up to your competitors. 

As a more holistic metric that calculates the company’s product and performance, NPS is usually used by product or marketing teams. The customer’s experience with support is of course tied in with that. But this metric should not be taken in isolation, since it does not just evaluate your customer service team. 

These four metrics combine to be greater than the sum of their parts. You want to know how satisfied the customer is, whether or not they would recommend you, how much effort they put into the support process and, the one that puts it all into perspective, whether or not your support goals are upheld.

Your next steps

So, you’ve learned that managing quality is a continual process; even once you’ve reached your goals, excellence requires maintenance. 

If you are a business that wants to invest in improving your customer service — you are in good company. Other customer service professionals are making leaps and bounds in the name of quality. 

· Chat with us about how Klaus can get you started on your quality control journey. 

· Join our community, Quality Tribe, to discuss customer service with like-minded customer service professionals.

· Read our blog! Knowledge is power and we offer quality customer service tips for free.

Originally published on January 6th, 2022, last updated on March 10th, 2023.

Written by

Grace Cartwright
Grace is perpetually working on a self-help book entitled ’Where Did I Put My Keys?’. In her free time, she writes for Klaus.

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