How to Use Stretch Targets Well in QA

Unlike everyday targets, stretch targets are designed to recognize moments of excellence. However, stretch targets can be tricky to implement well. Set them too high, and agents feel overwhelmed; set them too low, and they fail to motivate.

That’s why we asked QA experts for their top advice on how to create stretch targets that challenge without intimidating, reward without penalizing, and above all, focus on getting the very best out of agents.

Stretch Targets Are Not Something an Agent Is Expected to Achieve Every Day

The essence of a stretch target is captured in its name: it represents going above and beyond standard expectations.

This is not something an agent is expected to achieve on every single interaction, but rather a recognition of exceptional performance when it occurs. It’s important leaders understand this critical distinction before trying to set stretch goals for their team.

Ashleigh Heldt, QA Lead, The White Company — Ashleigh Heldt

“Stretch targets are about helping your team focus on the right things. You don’t want them to over-focus on the number itself and try to hit 100% on every interaction.

That would be unrealistic and demotivating! Instead, stretch targets should recognize the moments where someone really goes above and beyond. It’s about creating those sparks of magic in customer interactions, celebrating them, and then sharing them so the whole team can learn and grow.

These moments inspire other agents and make your coaching far more meaningful. It’s about more than a score on a sheet. It’s real recognition of excellent work!” – Ashleigh Heldt, QA Lead, The White Company

Clarity Is Key to Helping Agents Know What Their Stretch Target Means in Practice

A stretch target can only inspire if it is clearly understood. Transparency is critical! Agents need to know not just what their stretch target is, but why it exists and how it differs from the benchmark.

Quite simply, a benchmark score represents competence – the agent has performed all expected behaviours to a high standard, whilst a stretch target, in contrast, signals something more. It’s about going above and beyond, thinking creatively, or exceeding customer expectations.

Communicating this distinction clearly helps agents understand that it is meant to motivate – not intimidate – them. After all, stretch targets should feel like an opportunity for growth.

Personalized Steps Tailored to Individual Agents Are Often the Most Motivating

Try to avoid a blanket approach! The most effective stretch targets are tailored to individual agents. Everyone works at a different pace and has unique strengths, so a one-size-fits-all approach is rarely effective.

Jen Tait, Learning Specialist at Rise Learning Group — Jen Tait

“Personalization is absolutely key. Everyone operates differently – some agents will excel quickly, others more steadily. Stretch targets need to reflect individual strengths, weaknesses, and career aspirations.

If we try to apply the same target to everyone, we risk disengaging people. Instead, the goal should be to create meaningful, achievable challenges for each agent, so progress feels realistic and motivating.

When targets are personalized, agents see that the company values their individual journey, not just the number on the QA sheet. That makes all the difference in engagement and performance.” – Jen Tait, Learning Specialist at Rise Learning Group

Small, achievable steps are often the most motivating too! For instance, a push to reach from 80% to 84% can feel far more encouraging than expecting an unrealistic leap from 80% to 95%.

After all, the latter can do far more harm than good, as unrealistic targets erode trust and engagement. Agents are more likely to disengage if they feel targets are unfair or unattainable. Therefore, the best stretch targets are ambitious yet achievable.

Give Agents the Support They Need to Achieve Their Stretch Targets

Stretch targets are most effective when paired with structured support. Agents should not be left to figure out how to meet a target on their own! They need coaching, examples, and clear guidance. So, make sure any stretch targets are accompanied by a clear action plan for achieving them.

When you can break the target down into the steps required to reach it, you can truly set your agents up for success.

This can be a collaborative exercise with questions like “What will you see, hear, and feel when you achieve this target?” or “Whose support do you need?” – all helping agents develop personalized and realistic action plans.

Managers and coaches can support this in the long run by setting interim milestones and continuously reviewing progress too!

For the key signs that you need to do more to support your frontline teams, read our article: 21 Signs You Need to Better Support Your Contact Centre Teams

Link Stretch Targets to Career Progression Opportunities

Did you know that stretch targets can be even more motivating when tied to broader career development? Agents who see a clear link between exceeding expectations and advancing their career are more likely to engage fully with the process.

Many contact centres fail to provide transparent colleague journeys, but having visible pathways – whether staying at the agent level, moving upwards, transitioning sideways into training, or becoming a mentor – creates a sense of purpose.

Stretch targets can then be aligned with these goals, giving agents a tangible reason to push themselves in areas that will benefit both their performance and their career growth.

Make Sure “Exceptional” Is Felt by the Customers Too

Stretch targets should also be connected to the real world and defined by moments when customers are truly wowed.

By connecting targets to tangible outcomes, agents see the impact of their performance and understand that going above and beyond has meaningful consequences for the customers on the other end of the line – and aren’t just arbitrary numbers.

For further information on turning CX promises into accountable actions, read our article: How to Turn CX Promises Into Accountable Actions

Celebrate Excellence Along the Way

Above all, be sure to celebrate success along the way, as capturing those “magic moments” and shouting about them ensures that excellence is not only rewarded but also replicated.

When an agent goes above and beyond, it’s not just about saying “well done” and moving on. It’s about understanding how they created that exceptional experience in the first place and sharing best practice across the team.

This creates a ripple effect whereby other agents feel inspired to try out these techniques, so the team collectively raises its performance in the long run.

Stretch Targets Should Be About Opportunity – Not Pressure!

Ultimately, when you can remove the pressure, stretch targets give agents the opportunity to excel and innovate.

Not only that, but when the team sees that exceeding expectations leads to recognition, shared learning, and career growth, the targets stop feeling like numbers and start feeling like real milestones to be proud of! And that’s where the real magic lies!

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