Quality assurance (QA) pertains to the look and feel of the products and services. QA is also about the quality of your physical location and online pages. CX refers to meeting and exceeding customer expectations. However, QA and CX go hand-in-hand. A CX will go down if you did not perform QA on your website and it’s slow, unappealing, and glitchy. The same is true of your products. Your customer service agents might bring customers in, but they also expect your products to match their description.