I would love to see HubSpot incorporate a Customer Support Quality Assurance (QA) and Quality Management feature directly into Help Desk.
Help Desk already provides great visibility into ticket volume, response times, SLAs, resolution times, and overall team productivity. I think the next step would be giving Customer Support Managers a way to measure the quality of the support being provided, not just the speed and volume of the work.
I envision a customizable QA Scorecard that managers could use to evaluate individual tickets or conversations. Companies could create their own scoring criteria based on what matters most to their customer experience. For example:
- Accuracy of information provided
- Resolution of the customer’s issue
- Communication and clarity
- Professionalism and tone
- Empathy
- Process adherence
- Ownership of the issue
- Quality of documentation
- Overall customer experience
Each category could have its own weight and contribute to an overall quality score.
What I think would make this feature especially valuable is incorporating AI into the quality evaluation process. Rather than requiring a manager to manually review and score every interaction, HubSpot’s AI could analyze a completed ticket or conversation and automatically provide a suggested QA score based on the company’s customized scorecard.
For example:
Overall QA Score: 94%
- Accuracy: 100%
- Resolution: 95%
- Communication: 90%
- Professionalism & Tone: 100%
- Empathy: 90%
- Process Adherence: 95%
The AI could also explain why it assigned each score and provide coaching feedback, such as identifying that the representative gave accurate information and resolved the customer’s issue but could have done a better job explaining the next steps.
I would also recommend allowing managers to review, edit, and approve the AI-generated score. This would keep the manager involved in the process and allow them to override the AI when additional context is needed.
Over time, HubSpot could use these QA evaluations to provide managers with a Quality Dashboard showing trends such as:
- Average QA score by employee or team
- Quality scores over time
- Individual strengths and areas for improvement
- Most frequently missed QA categories
- Performance improvements following coaching
- Quality scores by ticket type or issue
- Correlations between quality, response time, and resolution time
AI could even identify trends and provide insights such as, “Accuracy is consistently the team’s lowest-scoring category” or “This employee’s QA score has improved by 12% following recent coaching.”
I think this would be a really powerful addition to Help Desk because it would allow organizations to measure not only how much work their support teams are doing or how quickly they are doing it, but how well they are actually supporting their customers.
It could turn HubSpot Help Desk into a much more complete customer support quality management system, while also using AI to significantly reduce the amount of time managers have to spend manually reviewing interactions.
I think this would be a natural and valuable extension of the Help Desk and a great opportunity to put HubSpot’s AI capabilities to use beyond simply assisting with customer responses.