How Zendesk QA helps to perfect ATG’s support

Auction Technology Group (ATG) is an online auction platform with leading positions in five markets. ATG’s success relies largely on the quality of its customer-facing interactions, so implementing a Quality Assurance program was a no-brainer for the team.

ATG’s QA process revamped for efficiency

ATG implemented Zendesk QA in 2020. Before the team started using QA, then Customer Service Manager, Amanda Black, conducted conversation reviews manually in spreadsheets. Today, Black is Head of Customer Experience for ATG.

Immediately before starting customer service quality assurance, ATG acquired another company, doubling its total agent count to 40 people overnight. With the sudden increase in review volume, Black was unable to continue doing manual support QA.

Conchita Mauro, the Zendesk customer success consultant working with Black, realized that ATG’s customer care team could benefit from QA software to help bring all agents to the same level of quality and fill any gaps in their team.

Here’s how ATG uses Zendesk QA internal quality reviews:

Different scorecards and rating categories are used for bidders and auctioneers, which are the two main user segments on their platform;

Specific quality criteria for emails, chats, and calls to make sure that agents follow the standards set out for different support channels (like using the appropriate opening line in chat, or not cutting off customers on the phone);

A 5-point emoji rating scale for scoring conversations because the binary thumbs up/down system felt harsh and everybody loves smiley faces;

Reviews are done by managers to help the team reach a consistent level of support quality.

| Systematic quality reviews with Zendesk QA have been steadily pushing ATG’s customer happiness scores up by 1 percentage point every month.

The majority of ATG’s requests come through chat which is why, besides Internal Quality Score and CSAT, the team also keeps an eye on response and wait times. Though calls make up a small proportion of ATG’s customer interactions, the team pays special attention to phone support quality because these are usually more complex cases and escalations.

It’s easier to build and scale quality-oriented customer care teams to be efficient and productive with automated and user-friendly solutions like Zendesk QA for providing agent feedback.

Zendesk QA includes:

– Slack integration for agent and reviewer notifications
– Custom scorecards with unlimited rating categories and a variety of rating scales
– Automations to streamline the process as it scales
– Easy reporting and a quality dashboard

Zendesk QA comes with a free trial and a customer care team eager to help you with any questions you might have.