A Guide to Create Customer Service Scorecard for Your Business

Have you ever wondered why businesses focus on giving a good customer service experience?

It is because good customer service is not just a nice-to-have but a crucial part of a business💼. This helps to foster growth, loyalty, and brand reputation, enhancing customer satisfaction 😊. But how can you achieve good customer service may be your concern.

Don’t worry, that’s where the customer service scorecard🧾comes into play. It helps to check and provide valuable insights into the quality of support and your team’s strengths plus weaknesses.

In this blog, you’ll learn about the customer service scorecard and the way to create it. We’ll also discuss what to include to create a good customer service scorecard that fits your business.

What does a customer service scorecard mean?

A customer service scorecard is a strategic tool that helps review customer interactions and assess the quality of support. It provides a list of tasks or behaviours that call center agents need to perform to improve customer experience 🙋‍♂️📞.

The customer service scorecard is best used by customer service managers, team leads, and executives. It helps them to measure, track, and analyze critical aspects of customer interactions by using a structured framework. Using it offers benefits like:

• Managers can use the scorecard to evaluate agent performance and identify areas for improvement.
• Businesses can measure and quantify the effectiveness of their customer support efforts.

Moreover, the customer service scorecard is different from the QA scorecard, also known as the quality assurance scorecard. It can include QA as a subset of the customer service scoring, but both are different in some ways.

How to create a customer service scorecard for your call center?

A customer service scorecard is essential for enhancing call center service quality and improving customer satisfaction. Follow these steps to build a scorecard that aligns with your business goals.

1. Set your customer service goals 🎯

First, you need to set a clear goal to ensure everyone on the team is working toward the same target. Businesses set measurable objectives to achieve within a specified timeframe to enhance overall customer service. Analyzing customers’ emotions about your service can also be worthwhile.

For example, call centers set business objectives of providing better customer service. It helps staff to focus on that key performance to establish customer satisfaction and cultivate a good relationship.

2. Understand KPIs that support those goals 📉

It is essential to select the right key performance indicators (KPIs) to support your customer service goals. By choosing the right key performance indicators, you can track those KPIs to measure progress toward that goal. Let’s have a go at how to align KPIs with your goal:

• If your goal is to improve customer satisfaction, then track Customer Satisfaction Score (CSAT). CSAT scores measure the level of customer satisfaction after their interactions.
• If your goal is to make support easier for customers, consider using the Customer Effort Score (CES). It reflects how easily they were able to resolve their issues after addressing them.

Also, you can select several other key performance indicators like this to support your business. It ensures you’re measuring what matters most for your business and stays aligned with evolving goals.

3. Reverse-Engineer Your Actions and Outcomes 🔄

Once you’ve set your goals and picked the KPIs that support them, the next step is to reverse-engineer your scorecard tasks. It means noticing the specific actions and behaviors that will drive the outcomes you want to see in your KPIs. Let’s see how these activities are performed in real time:

You ensure every evaluated action is purposeful using a reverse-engineering scorecard. Yet, it may not be easy to perform these if you run a large call center or manage a large number of agents. However, some call centers offer AI features that can be helpful in performing these tasks.

4. Customize for Your Team 🧩

Finally, you need to create a scoreboard tailored to your team’s unique needs and challenges. Involve agents and supervisors in the customization process to filter specific roles of each team. For example, if your team struggles with issue resolution, then it should have higher priority than the rest.

Additionally, it is more effective to use a customer service scorecard template rather than creating one from scratch. It provides a proven framework that includes common categories, rating scales, and key performance indicators (KPIs), with customization options to align with your specific goals.

Call Center Scorecard Template: What to Include

Every call center will have different components based on its business objectives. Regardless, a standard call center scorecard template that you can use as a starting point is given below:

To effectively use this scorecard, follow this step-by-step process:

1. Fill in monthly results for each KPI.
2. Calculate the Quarter Total as an average or sum, depending on the KPI.
3. Set clear and measurable goals for each KPI based on your business targets.
4. Use progress indicators to identify performance status quickly:
   • ✅ = Goal met or exceeded
   • ⚠️ = Close to goal but needs attention
   • ❌ = Goal not met, requires immediate action

Key Metric to Include in a Customer Service Scorecard

A customer service scorecard is a vital tool to have insight into the operations of your customer support system. Yet, it may not be accessible properly if you don’t structure it correctly, which aligns with your business goal. Here is the information to include in the scorecard to improve your call center quality.

I. Task Needed to Perform

This may be a list of specific actions or behaviours that agents need to complete during customer interactions. It may involve activities such as greeting customers, providing a fast response, or hearing customer feedback. These processes all help to smooth the call center operations.

II. Key performance indicators(KPIs)

Key performance indicators measure success against the goals set according to business priorities. It focuses on improving overall customer experience, increasing satisfaction, and boosting loyalty. For example, QA scores, CSAT scores, ASA, SLO adherence, MTTR, and several others.

III. Target for Each KPI

When you’re setting targets for each KPI in customer service, it is necessary to establish clear and realistic benchmarks. It should reflect both industry standards and your company’s specific goals. For example, aiming for a CSAT score above 80% and first response times under 1 hour.

IV. Review period

The review period indicates when the review will take place. Businesses should regularly revisit previous reviews to assess progress and determine if agents are making improvements. Always try to keep review lists short and easy to use, and use a new record for every week, month, or quarter.

V. CSAT

Collecting customer feedback can be a hassle, and the majority don’t bother to respond to these surveys. So, how can you identify areas for improvement in customer satisfaction without this explicit feedback? The answer is CSAT, which helps you to capture more reliable insights on interactions.

Call centers can use a software application with CSAT features that offer capabilities such as tracking recurring topics or keywords. It also does call transcription, which is helpful for contact resolution, and provides detailed insights into customer satisfaction using these CSAT features.

VI. One-touch resolution percentage

One-touch resolution is similar to first-contact resolution. You can use it with Mean Time to Resolution (MTTR) to see how well your call center is solving customer issues quickly and efficiently. It helps to identify what’s going right and what needs to be improved from the agent’s side.

VII. Service level objectives (SLO)

Service level objectives (SLO) are set to ensure that your agents always follow up from the initial response to the follow-up volume. For instance, “Respond to all customer inquiries within 30 seconds on chat and within 1 hour on email.” By doing this, agents can maintain quick and reliable communication throughout the customer journey.

VIII. QA score

The QA score shows if your agents are successfully doing the quality assurance tasks listed on the customer service QA scorecard. High SLO adherence indicates consistent, timely support, which is closely tied to customer satisfaction and operational reliability.

IX. ASA for voice and chat

Average Speed of Answer(ASA) for voice and chat is a key metric for customer support call centers. It measures how quickly your agents respond to customers on different channels (e.g., phone calls and live chat).

Customer Service QA Scorecard to Optimize Call Center Operations

It is essential to utilize a customer service scorecard once it is ready. It allows reviewers to improve support operations by reviewing and rating customer interactions. These QA scorecards are a crucial part of call center quality assurance programs. Here is the best way to execute the QA scorecard:

A. Integrate AI and Automation

It is a hassle for the contact center to effectively review a high volume of support interactions manually. Even the most efficient teams can only check about 2% of all interactions. That means many opportunities to improve may be missed. You must integrate AI into customer service to review every interaction and improve your QA scorecard.

Using AI, it pinpoints interactions requiring more attention, automatically analyzing every interaction. The ability to notice churn risk, outliers, and escalations helps to address problematic conversations. Additionally, the AI also assists support agents in real time and identifies knowledge gaps.

B. Introduce QA Structure to your team

It is essential to explain the QA process clearly to your customer service team. Some customer service agents may feel uneasy about being reviewed, or might not work the way you explain. Therefore, it is crucial to approach the new system carefully in order to adapt to it effectively.

• Explain the purpose: Let your team know that QA reviews are meant to help everyone reach shared customer service goals. These reviews and reports are tools for growth, not a burden.
• Show the benefits: QA helps agents improve their skills and move forward in their careers. It’s about learning and boosting their professional development.

• Build the scorecard together: Everyone has ideas about what good customer service looks like. Create the scorecard as a team so everyone feels involved and heard.
• Give helpful feedback: Reviews should be honest, kind, and valuable. The goal is to support agents, not to criticize them and make them small.

C. Review and Improve

It is a must to measure your support agents’ performance in a timely manner after creating and using the scorecard. This helps to determine whether your customer service scorecard metrics are meeting their targeted goals or need improvement.

Track key performance indicators, such as CSAT, QA score, and Chat Response Time. Use team meetings to share the performance curve, celebrate achieved goals, and identify common challenges. This ultimately fosters transparency, motivating and encouraging the team to achieve their set goals.

Conclusion

The most effective way to improve support quality and enhance customer satisfaction is to create and utilize a customer service scorecard. You can build a perfect scorecard by setting clear goals, tracking the right KPIs, and reviewing performance to identify areas that need improvement.

When businesses pair AI and team collaboration, a scorecard becomes more than just a tracking tool. Instead, it becomes a roadmap for enhanced growth, better interaction, and an excellent customer experience. Start implementing scorecards and take your call center performance to the next level.

FAQs

What differentiates a customer service scorecard from a QA scorecard?

QA scorecards offer a broader scope and can be utilized in various industries, including SaaS, software testing, and others. In contrast, the customer service scorecard is primarily used to evaluate the performance of customer service teams.

What are the key components of a customer service scorecard?

The key components of the customer service scorecard include required tasks for agents, as well as relevant KPIs (such as CSAT, QA scores, ASA, and MTTR). It also contains targets for each KPI, review periods, and feedback sections.

What is the role of calibration sessions in QA?

A calibration session allows reviewers to align on scoring criteria and feedback quality. It ensures consistent and fair evaluations across the team, leading to improved performance.

How often should I review and update my customer service scorecard?

It is essential to measure performance against KPIs regularly and adjust the scorecard as needed. It may be based on results, evolving business goals, and customer feedback. Quarterly reviews are common, but frequency can vary.

Can a scorecard template be created for different teams or roles?

Absolutely! While the base structure can remain the same, you can tailor your scorecard to suit different departments, product lines, or channels. This ensures the evaluation criteria are relevant to each team’s specific tasks and goals.