Email Scorecard Definitions

Purpose

The purpose of this document is to define and explain each criterion included in the Email Quality Assurance (QA) scorecard used to assess the quality and effectiveness of written customer communications handled by contact center agents. It serves as the official reference for all stakeholders involved in the evaluation of email interactions, ensuring that assessments are objective, consistent, and aligned with both operational standards and client expectations. This document supports quality monitoring, coaching, and performance development efforts across the organization.

Overview

This email scorecard definitions document forms an integral part of the contact center’s overall quality assurance framework. Rooted in industry best practices and service excellence standards, the scorecard evaluates key elements of email communication, including professionalism, accuracy, tone, structure, compliance, and resolution effectiveness. Each criterion is clearly defined to reflect both organizational and client priorities and is accompanied by specific guidelines to promote clarity and consistency in evaluation. By using this tool, the Quality Department aims to provide agents with actionable feedback and support continuous improvement in written communication, ultimately enhancing the customer experience.

Scorecard Template:

Note:  *** Critical fails

CRITERIA	WEIGHTING
Did the agent open the email correctly using the customer’s name?	2%
Did the agent follow the correct customer security process (Name, post code and email address, where applicable)?  ***	16%
Did the agent leave notes detailing the customer interaction?	3%
Did the agent update contact class according to the nature of the query?	7%
Did the agent take full ownership and resolve all the customer’s questions/queries accurately? ***	16%
If a draft template is used, it is edited and merged correctly with the response	8%
Subscription Number used in the subject heading	3%
Was the agent friendly, polite and courteous throughout the email, while remaining professional?	11%
The email body has a correct and consistent layout	2%
Sentences grammatically correct, using correct punctuation and terminology	7%
Responses are checked for spelling errors and relevant wording	7%
Did the agent show empathy and understanding where appropriate?	8%
Was all information given to the customer clear?	8%
Did the agent close the email correctly?	2%

The assessment framework for email quality covers four core categories:

Compliance and Accuracy – assessing the agent’s adherence to data protection processes, completion of system logs, correct use of templates, and inclusion of required details such as the subscription number and customer verification information.

Professionalism and Tone – evaluating the agent’s written communication style, including politeness, clarity, empathy, and overall professionalism throughout the email.

Structure and Language – measuring the quality of the written content, including correct grammar, spelling, punctuation, consistent formatting, and clear, easy-to-understand language.

Resolution and Ownership – reviewing the agent’s ability to fully understand and address the customer’s queries, follow through on promised actions, and take complete responsibility for resolving the issue.

The mechanism behind this email scorecard is based on a weighted scoring system, where each email is assessed against a defined set of criteria. Each criterion is assigned a specific percentage, reflecting its importance in delivering a high-quality customer experience. For example, criteria such as query resolution and follow-through carry higher weightings, meaning they contribute more significantly to the overall score.

The agent’s total score is calculated as a percentage based on the criteria met during the evaluation. These scores are used to monitor performance, identify coaching opportunities, and support continuous improvement.

This scorecard will be reviewed regularly to ensure it remains aligned with changing business needs, compliance standards, and customer service expectations.

CRITERIA	DEFINITION	PASS	FAIL
Did the agent open the email correctly using the customer’s name?	The agent begins the email appropriately by addressing the customer using the correct greeting and the customers correct name, maintaining a professional and courteous tone.	The agent uses proper greeting e.g.: “Dear John" or " Good day Mrs. Smith". The customer's name is spelled correctly and matches what is provided in the contact.	The agent uses the wrong name e.g.: misspelled, wrong person or incorrect title. The email does not include a greeting. The opening is too casual or unprofessional.  Impersonal greeting used when the name is available.
Did the agent follow the correct customer security process?	Security questions: Name, post code and email address).  The agent follows the correct procedures to verify the customer's identity or protect sensitive information before disclosing or discussing account specific details. This ensures compliance with company policy and data protection regulations.	The agent correctly follows the prescribed verification process e.g.: Name, post code and email address. Requested and confirmed all required verification details before discussing or disclosing personal or account-specific information. Did not disclose any personal or sensitive data before verification was completed. Clearly explained the reason for verification if the customer questioned it.	Disclosed personal/account information without confirming the customers identity. Skipped, ignored or incorrectly followed the verification steps. Used unauthorized or insecure methods to verify identity e.g.: asking for details not approved in policy. Assumed identity based on email address alone, without full verification.
Did the agent leave notes detailing the customer interaction?	Noted the work item, customers query, and any actions taken. Recorded customer updates and next steps. The agent entered a summary of the reason for the interaction. Use clear, professional language and avoid jargon. Notes must be professional.	The agent logged the interaction in the correct format and place. Included all necessary details: issue, resolution steps, outcome, and next steps (if any). Used clear, professional language and correct categories/status codes. Logged the interaction within the required time frame.	The agent did not log the interaction or left key fields blank. Logged inaccurate, unclear, or incomplete information. Used unapproved abbreviations, informal tone, or vague notes. Logged it in the wrong customer account or system area. Failed to log the interaction at all, impacting future up or compliance.
Did the agent update contact class according to the nature of the query?	The agent must correctly classify the customers’ query on the system according to the list provided. If there is more than one query, the agent should update the first query only on the system.	Correct contact class selected based on the nature of the first query.	Contact class was not updated. Contact class that the agent updated has no relation to the query.
Issue resolution - Did the agent take full ownership and resolve all the customers’ questions/queries accurately?	This assesses whether the agent took responsibility for the customers issue, answered all parts of the query accurately and ensured a complete and satisfaction resolution - without leaving the customer confused or with unresolved concerns.	The agent took full responsibility for the query even if other departments or teams are involved. Addressed all aspects of the customer’s message - not just the first or most obvious part. Provided accurate and complete answers, based on system information, policy and procedures. Gave clear next steps 9if needed), follow up timelines, or escalation details. Showed willingness to own the issue until resolved - no hand-offs without accountability. Performed the correct action on the system Used proactive language like: “I've checked this for you" or "I will follow up and keep you updated".	Only responded to part of the query, leaving other concerns unaddressed. Gave incomplete, incorrect or vague answers. Passed the issue on without following up or confirming closure. Showed lack of ownership e.g.: saying "That's not my department" or "You need to call someone else", without offering help. Did not show initiative to find the answer or escalate if needed. Did not perform a system action. Performed a system action incorrectly. Left the customer uncertain, leading to follow-up queries or frustration.
If a draft email is used, it is edited and merged correctly with the response.	Ensures that if a draft or template is used, it is properly edited and merged into the response so that it reads naturally and appropriately for the specific customer situation.	The template is clearly customized — placeholders are removed or replaced, tone and content flow naturally, and the message fits the customer's specific issue.	The response includes leftover template text (e.g., [Insert Name Here]), mismatched sections, or feels like disconnected pieces of prewritten content. It appears rushed, robotic, or careless.
Subscription number used in the subject heading.	Ensures that the customer’s subscription number is included in the email subject line for easy tracking and reference.	The subject line includes the correct subscription number in the required format (e.g., "Re: Issue with Subscription #123456").	The subscription number is missing, incorrect, or placed incorrectly in the subject line, making tracking or sorting more difficult.
Was the agent friendly, polite and courteous throughout the email, while remaining professional?	Assesses whether the agent maintained a courteous, respectful, and professional tone throughout the email while still being friendly and approachable.	The email reads as polite, positive, and empathetic. Phrases like "Thank you for reaching out," "I’m happy to help," or "Let me know if there's anything else I can assist with" are used appropriately. Tone is warm but maintains professionalism.	The tone is cold, abrupt, overly casual, or lacks empathy. It may come across as dismissive, passive-aggressive, or too scripted with no human touch.
The email body has a correct and consistent layout.	Evaluates whether the email body is structured in a clean, logical, and consistent manner that aligns with company standards (e.g., greeting, body, closing).	The email includes all standard sections (greeting, main content, closing) in the correct order. Paragraphs are clearly separated, spacing is appropriate, and font/formatting is consistent throughout. The message is easy to read and visually professional.	The email has formatting issues such as inconsistent fonts, lack of spacing, jumbled structure, missing greeting or sign-off, or an overall untidy appearance.
Sentences grammatically correct, using punctuation and terminology.	Assesses whether the sentences are grammatically correct, punctuated, properly, and use the correct terminology relevant to the product, service, or customer issue.	The email is free from grammatical and punctuation errors. Sentences flow well and use appropriate, accurate terminology that aligns with company language and the customer’s situation.	The email contains noticeable grammatical errors, incorrect punctuation (e.g., run-on sentences, missing commas), or misused/misunderstood terms that may confuse the customer or reflect poorly on the company.
Responses are checked for spelling errors and relevant wording.	Ensures that the email is free of spelling errors and uses appropriate, relevant wording that is clear and customer friendly.	The email has been proofread or spell-checked, with no typos. Word choice is appropriate for the context — clear, polite, and aligned with the customer’s needs and the company’s tone of voice.	The email contains spelling mistakes, typos, or awkward/inappropriate word choices that may confuse the customer or reduce professionalism.
Did the agent show empathy and understanding where appropriate?	Evaluates whether the agent demonstrated genuine empathy and understanding of the customer’s situation or feelings within the email (where applicable).	The email acknowledges the customer’s feelings or difficulties, uses empathetic language (e.g., “I understand how frustrating this must be”), and reassures the customer that their concerns are taken seriously.	The email lacks any empathetic phrasing, feels cold or indifferent, or ignores the customer’s expressed emotions or challenges.
Was all information given to the customer clear?	Assesses whether all information provided to the customer is clear, straightforward, and easy to understand.	The response uses simple, direct language; explanations are easy to follow; no ambiguous terms or confusing jargon are present.	The email includes unclear, vague, or overly technical information that could confuse the customer or require follow-up for clarification.
Did the agent close the email correctly?	Evaluates whether the agent ended the email with an appropriate, polite, and professional closing statement and signature.	The email includes a clear closing line (e.g., “Thank you for contacting us,” “Please let me know if I can assist further”), a polite sign-off (e.g., “Best regards,” “Sincerely”), and the agent’s name or contact details as per company standards.	The email lacks a proper closing statement or sign-off, ends abruptly, or uses an inappropriate tone for closing.