From 3% manual sampling to 100% automated QA audits, cutting costs by 80% and improving coaching effectiveness with data-driven improvement.

Summary

One of India’s fastest-growing D2C fashion and lifestyle brands, manages over 50,000 monthly customer conversations across email, chat, and calls. With 30+ agents and a rapidly scaling customer base, their QA process was struggling to keep up. Manual reviews covered only 2–3% of interactions, leading to inconsistent feedback, delayed coaching, and missed insights.

About the Company

Founded in 2013, the company theis a leading Indian D2C brand offering apparel, accessories, and lifestyle products inspired by pop culture and original designs. With millions of customers nationwide, the brand is recognized for its fast growth, creativity, and customer-first ethos.

The Challenge

Before Score AI, their QA and training process faced several roadblocks:

• Minimal coverage:
  Only ~2% of conversations were manually reviewed, making it impossible to understand quality trends across the board.
  
  

• Inconsistent coaching:
  Feedback was based on limited data, leaving agents with partial or outdated insights.
  
  

• No centralized visibility:
  Leadership lacked a single dashboard to track QA results, performance trends, and coaching opportunities.
  
  

• Administrative overhead:
  A patchwork of Google Sheets created inefficiencies and added hours of manual admin work for the QA team.

Despite having a dedicated QA team of five, the workload was overwhelming. Actionable insights often took weeks to compile, leaving little room for timely improvements.

Why Score AI

They evaluated multiple QA platforms but selected Score AI because it addressed critical gaps:

1. Customizable Scorecards:
   Score AI allowed them to design QA scorecards tailored for their unique process- something other tools restricted.
   
   

2. Comprehensive Audits:
   Unlike platforms that only scored soft skills, Score AI evaluated compliance checks, SOP adherence, and post-call actions.
   
   

3. Deep Integrations:
   Score AI connected with Freshdesk to automatically import all tickets and integrated with internal systems like Clickpost (Logistics) and PayU (Payments) to validate order/refund details in real time.
   
   

4. Knowledge Base Sync:
   They followed specific processes based on the customer intent and scenarios. Score AI was trained on the process docs and Knowledge Base to ensure audits aligned with the internal process.
   
   

5. Calibration Sessions:
   Weekly calibrations between QA managers and the AI helped improve scoring accuracy and identify knowledge base gaps.
   
   

Score AI centralized dashboard became the single source of truth for CX leaders to know what's happening on ground as well as track coaching and performance.

Implementation

Steps involved in getting them up and running:

• Integrating Freshdesk to import 100% of conversations across channels.

• Setting up three tailored QA scorecards — one each for email, chat, and calls.

• Syncing the knowledge base and SOP documents so the AI could evaluate process adherence.

• Configuring dashboards for leaders to monitor agent performance, highlight coaching opportunities, and run calibration sessions.

Within weeks, Score AI was auditing every single customer interaction, with actionable insights delivered daily instead of monthly.

Results

QA Coverage:

• Increased from 3% to 100% of conversations.

Moving to 100% audits revealed the true baseline quality score was much lower than expected, allowing leadership to address gaps proactively.

Cost Savings:

• Delivering ~80% savings, QA team reduced from 5 to 1 member supported by Score AI.

Efficiency:

• 30+ hours per week saved from manual reviews.

"Score AI has helped us automate QA for 100% conversations across all channels. This visibility helps us get valuable insights on areas of improvement for our team. Earlier this took 2-3 weeks of QA and data crunching and today Score AI delivers it daily and we're able to take actions much faster. As a leader, Score AI is my centralized place to know what’s happening on the floor, track coaching opportunities and scale improvement."

Senior Vice President, Customer Experience

About Score AI

Score AI is an AI-powered QA and conversation intelligence platform for CX teams. It automates 100% of interaction audits, surfaces the true voice of the customer, and delivers real-time coaching insights to help support leaders improve agent performance and customer satisfaction at scale.

Want to see what Score AI can do for your team? Let's talk!