The challenge of turning operational excellence into customer-perceived value.
Every service operation dreams of hitting “100” on internal quality indicators. But the question that sparked our panel at Conarec 2025 was: 100 for whom? For quality checklists that detect compliance in procedures and behaviors—or for the end customer who actually experiences the interaction?
- The paradox of invisible excellence:
In my rollout work here at 2clix Tecnologia—listening to different companies and industries—one recurring pain always appears: the low correlation between quality monitoring and customer satisfaction surveys (CSAT or NPS). Statistically, this shows up as a low R² (an index that indicates how much of the variance of one variable is explained by another)—in other words, customer satisfaction isn’t explained by monitoring scores. That’s where the challenge begins: how do we turn operational excellence into value perceived by the customer?
Operations get close to 100% compliance in monitoring, yet still face NPS detractors. This happens because traditional monitoring evaluates the agent but doesn’t reflect what the customer perceives. Excellence becomes invisible to the person who matters most: the customer.
- Quality as a strategic radar:
2clix has shown that every interaction is more than an individual metric—it’s a mirror of the business. When we widen the lens, we see that quality feeds areas such as product, continuous improvement, marketing, sales, and training.
Product: insights that reveal usability issues and innovation opportunities.
Continuous improvement: fast, evidence-based evolution cycles.
Marketing: the customer’s voice shows whether the brand promise is fulfilled in practice.
Sales: analysis of objections and scripts that help—or block—conversion.
Training: feedback focused on critical skills.
With clients that adopt this perspective, I see quality stop being a checklist and become a radar for continuous business development.
- From compliance to predictive with AI:
The next leap is moving toward predictive models. With applied AI, we go beyond stating facts to anticipating critical scenarios:
Churn: detect cancellation signals in customer service before a formal complaint.
Collections: predict when a “no deal” has a high chance of reversal.
Sales: identify which techniques increase conversion rates.
Retention: cross-reference negotiation techniques with real outcomes to create replicable benchmarks.
By combining 2clix’s insights panel with automated monitoring, it’s possible to listen to the customer’s voice, correlate it with agent performance, and generate actionable predictions. This is where human capacity stops being consumed by repetitive audits and shifts to strategy, innovation, and relationships.
- Correlation as the defining metric:
In this more progressive view, the future of quality isn’t measuring isolated compliance but creating smart correlations among:
- operational performance (adherence, compliance),
- customer perception (CSAT, NPS, sentiment analysis),
- and business impact (retention, conversion, churn).
With our technology and a progressive mindset, monitoring stops being static and becomes an engine of growth, development, and competitive differentiation.
By Katia Dultra.
