Hi folks 👋
I’m Laura, Intercom’s Senior Program Manager of Quality Assurance and Continuous Improvement. In this post, I wanted to share how we’ve been using our very own CX score to improve our support quality.
What is the CX Score?
The CX score is a composite measure of support quality that blends three key elements:
- Resolution status – Were the customer’s issues actually resolved?
- Customer sentiment – How did the customer feel about the interaction?
- Service quality – Was the response clear, helpful, and timely?
Unlike traditional metrics like CSAT, which rely on voluntary customer responses, the CX score leverages AI to evaluate every conversation. This gives us more consistent and comprehensive insights into the quality of our support.
Why We Use the CX Score
1. It’s a More Stable Metric Than CSAT
We’ve found that the CX score provides more consistent WoW insights than CSAT. That stability makes it easier to spot meaningful trends and prioritise where to focus our efforts - without being distracted by one-off anomalies or the randomness of who left feedback that week. It’s now fully ingrained in our weekly support operations meetings, and it’s strange to think back on when it wasn’t.
2. It Helps Us Promote Quality
The CX score gives us a data-backed way to identify conversations that need attention. Whether we’re looking for opportunities for coaching, where we should manually QA (e.g. conversations with CX = 1, 2, 3), or deep diving into core processes. Instead of chasing sporadic feedback, we can zoom in on the conversations that actually matter for the customer experience. I will note that it’s not supposed to be a quality metric for your agents, so keep in mind that the focus is on your customer’s experience, not if your agents followed your processes.
3. It Supports Customer Focused Coaching and Accountability
The score has been instrumental in bringing our human support team along on our AI-first journey. It creates a shared language for discussing quality — and it holds both Fin (our AI agent) and human teammates accountable for delivering great support.
Change Management: Bringing the Team on the Journey
Rolling out the CX score was more than just a technical change, it was also a cultural one. We knew that for it to succeed, we had to bring our team along with us. That meant:
- Setting clear expectations about how the score would be used
- Listening to feedback from teammates
- Introducing gradual targets to guide adoption
By treating the rollout as a collaborative effort, we were able to foster trust in the metric and align the team around our shared goal: delivering better support for our customers.
One last thing…
Using our own tools gives us invaluable insights into how they perform in real-world scenarios, and using the CX score internally has been a game-changer for our support team. It helps us focus on what really matters: quality, resolution, and customer experience.
If you’re already using CX score, we’d love to hear how you’re applying it in your own workflows. And if you’re curious about how it could fit into your support strategy, don’t hesitate to reach out!
