Rubiko - from CSAT to QA Score
At Rubiko, quality is our top priority as we share customers with our clients; we are the voice of our Clients to their Players. Our quality assurance mission is to enable the customer support service to consistently provide a prime quality service.
As experts in customer support tailored to the iGaming industry, it is our responsibility to continuously gather knowledge, both in iGaming and in customer service. To stay up to date with industry trends and with quality assurance’s most innovative best practices.
Although Rubiko has kept a focus on CSAT as a valuable metric over the years, we understand that it does not tell the full story. This is one of the reasons why we have embarked on the adventure of revamping our entire quality assurance process.
At Rubiko, CSAT is an essential indicator of the satisfaction of customers, although our studies with customer interactions have revealed that good ratings are not always synonymous with good customer support service, and bad ratings are not necessarily synonymous with bad customer support service. And, we realized that relying completely on the CSAT rate to determine our level of quality was not enough. We needed to go a step further to assure that in each service interaction, we are providing the correct information, following the correct procedures, and representing our clients in the best manner. This is how the QA Score was born at Rubiko.
How are we handling quality at Rubiko today?
Firstly, it has been fundamental to define the quality framework. Our framework details each quality standard and it is deployed across the operational team. We achieve the framework alignment through in-depth analysis, regular team reviews, training, client feedback and individual performance reviews.
Our key metric actions
- Continuous service ticket review
- QA analyst's calibration
- Grading agent service performance
- Team performance review sessions
- Correction feedback on-the-spot
- One-to-one coaching
- Knowledge base management
- Agile approach
- Lean processes
- Target focused in reference to SLA
To mention a few metric items to reach the required QA score, we comply with the brand's tone of voice, the resolution of cases, the application of processes and procedures. These items are a few key samples of our analysis routines.
To work transversally, we focus on weekly assignments, defined by the QA team or as required by our client´s weekly business priorities. An example: new brand launches, assuring account closures, bonuses, responsible gaming, escalations.
What about the QA team?
Rubiko's quality analyst’s role is to spot any issue in the service and alert immediately the operations team and support service agents. The aim is to establish timely corrective measures and fulfil all gaps. At Rubiko, quality is teamwork, we focus on constructive feedback, effective action plans and practice team accountability.
The QA revamp project has been a business development success, an individual and team growth. Throughout the process, we have identified our individual strengths and the great value of professional support. We are invested in supporting the teams and going further with a continuous improvement mindset.
Measurable outcome results so far
In four months, we have blended the QA score along with the CSAT, and we have accomplished a significant improvement in individual and team performance.
In May 2021, we implemented the new quality review process where 87% of the agents were above 80% QA Score. In August 2021, 91% of agents reached above 80% QA Score target.
With our new quality assurance process, we have improved our service by 4% points in four months.
QA & CSAT facts
QA Score or CSAT Rate – what's the difference? Truth be told, it's quite simple, both QA and CSAT have their own purpose and both are required for reaching service targets.
For a customer support center aiming to offer the best customer service, both KPI´s are of value and provide complementary business insights. The ideal is to combine the metrics to ensure the synergy of continuous improvement and real-time optimal service value.
Difference between the metrics?
While both metrics evaluate the customer service and reflect an individual customer service agent’s performance, CSAT is the feedback provided by customers of a punctual experience or overall service and product impression. While QA score is the result of an internal in-depth evaluation performed by the quality assurance analyst of the delivered service and it rates the customer service provider.
Overall, with CSAT we can collect the player's satisfaction based on a given moment. Furthermore, with an in-depth CSAT survey, we can understand the customer's opinion and satisfaction level in regards to the product and service. However, with a simplified post support service CSAT rating, it is not possible to evaluate the customer's satisfaction in regards to the product, the quality of the support service, the customer's satisfaction, nor obtain an insightful understanding of the customers’ satisfaction level overall.
On the other hand, to evaluate a customer support agent´s performance and the quality offered by a customer service center, additionally, it is required to perform a deeper assessment and translate it into a quality assurance score. The QA Score is a planned and structured framework that aims to control the quality of the service and identify areas of correction.
Moreover, CSAT is a metric that can be heavily biased by a variety of conditions. Whilst QA Score requires a planned, structured and calibrated rating methodology.
Research shows that when a customer decides to complete a customer satisfaction survey, it is usually because they are either delighted or disappointed with the product or the customer service - this is based on the low outcome of 3/5 scores collected in surveys. Nevertheless, when spotting consistent dissatisfaction scoring, action calls to perform QA Score to identify underperformance root causes.
Additionally, CSAT allows spotting patterns related to technical bugs or reactions to a particular product or campaign. As an example in our support experience, we have come across trends related to promotion satisfaction or dissatisfaction issues; this allies to identify issues timely and on the spot and provide quick adjustments.
In conclusion, at Rubiko we are fully convinced that quality assurance is the cornerstone of our services and business direction. We will continue building on these foundations and offering our clients and end customers, the best-in-class iGaming customer support service.
We are ambassadors of CSAT and QA Score all together, because both metrics are complementary and assure the customer service offer that Rubiko is engaged with.