QAPI Brand & Learning
Staples
QAPI improved customer experience by rethinking how performance, coaching, and learning showed up for customer service agents. The work focused on shifting from corrective, metric-driven feedback toward a human-centered model that built confidence, capability, and consistency at scale.
Context
Within Staples’ customer service organization, performance feedback often felt rigid and transactional. While leadership tracked high-level CX metrics, agents struggled to translate those metrics into meaningful, repeatable behaviors during complex, real-world interactions.
This disconnect led to lower engagement, uneven service quality, and limited confidence among agents, especially when handling emotionally charged or high-effort customer scenarios. To improve outcomes, the organization needed a consistent framework that connected performance data to the human experience for both agents and customers.
Role & Approach
- Supported the QAPI organization by leading brand, learning, and visual storytelling efforts
- Translated complex performance-improvement strategies into accessible, motivating tools for teams
- Helped agents understand why behaviors mattered, not just what to correct
- Designed narratives to be simple, repeatable, and usable in the flow of daily work
Key Contributions
- Developed the visual identity and language for QAPI to position the program as an advocate for agent growth rather than a corrective function
- Helped author learning modules that turned evidence-based coaching principles into actionable guidance
- Supported core interaction models that gave agents a consistent roadmap for customer interactions
- Designed infographics, posters, and checklists that distilled performance concepts into scannable tools
- Helped connect CX metrics to specific, human-centered behaviors that reduced customer effort
Outcome
QAPI helped reposition performance improvement as a path to confidence and mastery rather than correction. The program contributed to higher agent engagement, improved service consistency, and stronger alignment between individual behaviors and customer experience goals.
Customer satisfaction with CSRs emerged as the top driver of Staples’ CX scores, while agents reported greater confidence and resilience when handling complex interactions, improving both performance and morale.
Let’s Collaborate
Happy to connect on thoughtful, human-centered design work.