Internal Quality with Kateryna Shelest

In this episode, Neal Travis sits down with Kateryna Shelest to explore the fundamentals of internal quality programs in customer support. From defining excellence to empowering teams with structure and empathy, Kateryna shares how quality programs can unlock growth, clarity, and customer confidence — without turning agents into robots.

Key Topics Discussed

1. Why Internal Quality Scores Matter

Kate explains how internal quality scores (IQS) help paint a clearer picture than CSAT alone:

“Not every negative rating is actually the support team's fault… it's really important to categorize those negative ratings because it’s not only support who needs to act.”

She highlights how IQS can reduce blame, create clarity, and show leadership where the real issues lie.

Use quality data to shift focus from blame to progress.

2. How to Build a Quality Program That Works

When Kate joined a team with low satisfaction scores and no process, she implemented a simple but effective QA program:

“We set up the criteria, evaluated chats, and once I started sending reports to leadership, they were just like, ‘Oh, okay. Now we get it.’”

She shares the exact steps: define criteria, involve the team, set up a test group, and share results.

Start small, stay collaborative, and show the impact clearly.

3. What Makes a Good QA Framework

Kate introduces her go-to structure:

“There has to be just three things — structure, content, and empathy.”

This simple framework helps teams focus on tone, accuracy, process, and human connection. She also breaks down how different channels (email vs. chat vs. phone) require different SLA and quality approaches.

Structure your QA around real interactions, not rigid rules.

4. When to Start and How Much Is Enough

You don’t need a 100-point scale to start measuring quality:

“I would do that with two agents even… but if there’s four or more, that’s when you start needing structure.”

Kate and Neal discuss how to scale quality processes in proportion to team size and volume — without over-engineering.

Right-size your quality efforts to match your team’s maturity.

5. Quality Without Killing Personality

Neal asks the key question: how do you balance consistency with agent voice?

“You don’t want people to get boxed into being robots.”

Kate agrees, emphasizing judgment, accuracy, and empathy — without sacrificing creativity or tone.

Let your team be human while still delivering confidently and consistently.

Takeaways

• IQS complements CSAT: Internal quality brings depth to your customer experience metrics.

• Involve your team: Build criteria together — it creates buy-in and better results.

• Focus on three core areas: Structure, content, and empathy are the foundation of any great QA review.

• Start simple and scale smart: Even a spreadsheet can drive better conversations.

• Quality supports growth, not control: It’s about coaching, clarity, and building customer confidence.