Mastering Customer Experience

5 Vital Lessons from Staples Canada's eCommerce Team

Voice of the Customer Mastery: 5 Key Lessons

Discover how Staples Canada's eCommerce team transformed quality from a mere support function into a cornerstone of their business by leveraging customer insights through their collaborative approach. We had a conversation with Nicole Beepath-Singh, Training and QA Lead, to delve into their success story.

Lesson 1

Embrace Continuous Learning and Adaptability

Quality standards evolve, and so should your methods.

Continuous Learning:

Nicole emphasized that their team is always learning and adapting to new information and changes. She mentioned that their processes and policies often change, and they need to ensure that their agents are always up-to-date with the latest information. Continuous learning is a key aspect of their approach, and they provide ongoing training and resources to their agents.

Adaptation to Change:

Nicole acknowledged that their business environment is dynamic, with policies and processes frequently evolving. When changes occur, they adapt by providing additional training and coaching to their agents. They aim to ensure that their agents can handle these changes effectively and continue to provide the best possible customer experience.


Nicole highlighted the need for continuous learning and adaptation as essential elements of their strategy to keep their agents informed and capable of delivering excellent customer service in a constantly changing environment.

Lesson 2

Empower Frontline Agents

Empowered agents translate to satisfied customers.

Agent Autonomy:

Nicole emphasized that their agents are empowered to make decisions that benefit the customer. They have the autonomy to go above and beyond standard procedures if it means providing a better customer experience. This empowerment allows agents to use their judgment and creativity to address unique or challenging customer situations effectively.

Appeals Process:

Nicole also mentioned that they have an appeals process in place. If agents believe that their actions, which might deviate from standard procedures, are in the best interest of the customer, they can appeal the grading they receive. This process allows agents to explain their reasoning and potentially have their grade adjusted if their actions were justified.


Nicole highlighted that the empowerment of agents is a key element of their customer service strategy at Staples Canada. It enables agents to make decisions that prioritize customer satisfaction and resolve issues effectively, even if it means deviating from standard procedures in some cases.

Lesson 3

Champion Cross-Functional Collaboration

Break silos, optimize customer experience.

Keep Everyone in the Loop:

Nicole stressed the significance of effective communication within their teams and across different departments. They maintain open lines of communication to ensure that everyone is informed and up-to-date on any changes or issues related to customer service. This communication allows them to act swiftly in response to customer feedback, complaints, or evolving situations.

Weekly Collaborative Touchpoints:

Nicole mentioned that they have weekly touchpoints with cross-functional teams. These meetings enable collaboration between different departments, such as product teams, website teams, and others. They use these interactions to share customer insights, address issues, and make necessary improvements to processes and policies. Cross-functional collaboration ensures that the entire organization is aligned in providing the best possible customer experience.


Nicole highlighted that effective communication and cross-functional collaboration are essential components of their approach at Staples Canada. They facilitate the exchange of information and ideas, which ultimately leads to better customer service and continuous improvement across the organization.

Lesson 4

Leverage Data-Driven Improvement and Benchmarking

Complacency is the enemy of excellence.

Harnessing Data:

Nicole emphasized the role of data in driving improvement within their customer service teams. They utilize the Maestro tool for data analysis and reporting, allowing them to gather insights from quality scores, performance metrics, and customer interactions. By analyzing this data, they can identify areas where agents may need additional training or coaching. Data-driven improvement helps them target specific aspects of customer service for enhancement.

Never Settling:

Nicole indicated that they continuously benchmark their performance against set goals and targets. This involves setting higher standards and goals for their agents and teams, even if they are performing well. They believe in the importance of not becoming complacent and constantly striving for improvement. By benchmarking their performance regularly, they can identify areas for growth and development, ultimately providing a better customer experience.


Nicole highlighted that data-driven improvement and continuous benchmarking are integral to their approach at Staples Canada. They use data to pinpoint areas that require attention and set high standards for their teams to ensure ongoing enhancement in customer service quality.

Lesson 5

Transitioning to Digital: A Game-Changer

The shift from manual to digital processes can redefine quality assurance.

From Manual to Maestro:

Nicole described how, in her previous roles before joining Staples Canada, she primarily worked with manual processes for quality checks and training. These processes involved in-person training, spot checks, and manual tracking of agent performance, which could be challenging to manage and report on efficiently.

The Digital Edge:

Upon joining Staples Canada, Nicole highlighted that it was the first time she had the opportunity to work with a digital quality robust platform like MaestroQA. A new user-friendly tool allowed her team to streamline and enhance their quality assurance processes.

AutoQA of the Future:

Nicole pointed out the significant benefits of using digital tools like MaestroQA’s AutoQA feature in the future to automate quality checks, create scorecards, and capture data more efficiently. This transition will enable them to seamlessly track agent performance across 100% of interactions, identify areas for improvement, and provide more targeted coaching and training.


Nicole acknowledged the positive impact of transitioning to a tool like MaestroQA in improving their quality assurance and training processes at Staples Canada. These tools have enabled them to streamline operations, capture data more effectively, and ultimately enhance the customer service experience.

“Our agents are our front line. They are customer facing every day all day, seven days a week. And so, I think what's next for us here at staples, from a quality and training perspective, is really to support and be there on a positive encouraging note with our agents.”

Nicole Beepath-Singh

Training and QA Lead, Staples Canada, eCommerce

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