Customer service is a benchmark in any business. The level of service that your company offers should be excellent, efficient, and able to provide solutions for your clients. With solid customer service metrics, a business can be competent. Clear metrics are guides to improve how a company will meet customer demands. It can make consumers happy and loyal by providing high quality and effective services. Having a robust system in place identifies specific areas of change.
A business provides ample customer support so that their customers can get the most out of their products. This includes guiding the customers to get the products and services they need and addressing their concerns after making the purchase.
Excellent customer service can make or break a business. Serving your clients well will help you keep a loyal customer base and even gain new clients. However, they are more likely to turn to competitors if they don’t feel that they are being valued or treated well. In particular, 56 percent of customers worldwide have stopped doing business with a company in the last 12 months because of a single lousy service experience.
Saying that your customers are happy with your service is not enough to claim that your company does it well. You need to set customer service metrics in place to track, interpret, and evaluate client interactions. The data garnered in the process can help you enhance relationships with consumers. An organization can use the information to develop a data-driven business strategy.
Establishing customer service metrics will help businesses grow and prepare for the future. As the organization adds team members, processes, and tools become an integral part of it. An evaluation system is needed in place to measure performance and to ensure consistent, high-quality service to the customers.
Metrics allow businesses to give their support team clear guidance of what needs to be achieved and check their success. These tools help leaders and managers choose the right methods, processes, and resources in solving problems efficiently and effectively.
A defined and well-understood customer service metrics method is a useful tool. The SMART mnemonic is well-known and commonly used. It offers a fundamental structure for identifying and assessing priorities. In setting up metrics, one must follow these guidelines:
Customer service metrics should be systematic and focused on specific aspects of the support role. There are at least three sets of metrics that are most beneficial to a business. Most companies use these to understand different facets of their customer service operation.
As the name suggests, these metrics quantify the amount of work done within the support function. Here are three productivity measures that should be monitored by each company.
The process involves measuring the number of calls or tickets received each day. Contact centers track this to identify the amount of time with the highest number of issues logged. It can be a help in workforce management and understanding customers’ behavior.
For example, outsourcing firms catering to customer support services to US companies. It is known that the USA has different time zones. Logging the number of issues per period can point out certain hours or days must have the most number of agents on duty. Thus, all your resources are maximized fully, and no customers will experience a long wait time.
Identifying the number of issues settled in a day can help determine your support function capacity. If the calls logged are higher than calls resolved, the time slot may be understaffed. On the contrary, if all concerns are addressed, this may be an indicator of overstaffing. Neither of these indicators is good.
Evaluating the data on this particular metric will give you an idea of the volume of issues your team can handle. This will also contribute to decision making when it comes to workforce management.
This metric is well-known as Average Handling Time or AHT. It is the measurement of how long an associate needs to resolve each issue. Having an understanding of this will help your business identify workforce requirements. It also allows companies to set the expectations of the caller or requester.
This set of interpretation schemes focuses on the time it takes for an activity to take place. There is no standard to measure these indicators since they vary depending on the complexity of the business process. Here are two performance metrics that should be assessed by the customer support team.
This index measures the time between the customer sent in their concerns and a support member engaging with them. In a call or chat-based set-up, this is the time a customer waits to get an agent to assist them. Depending on the contact method, this is measured in minutes or days. Faster response time will make a customer feel that their time is as valuable as yours.
Resolution time is a measurement of the total time it takes to resolve customer concerns. This standard is not the same as Handling Time. The problem is only considered resolved if all the customer’s needs were addressed. Some issues are transferred to a different department, while some need to have a technician sent to them.
Not all issues are resolved in the same way. However, knowing the time spent in solving problems will give you an idea of your customer support team’s efficiency and capability to resolve concerns.
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Analyzing this set of indicators will help you gauge the success of your support function. Quality metrics are used to determine if your operation is providing high-quality customer service. Here are four quality metrics based on consumer sentiment that can be evaluated by all companies.
Almost all organizations providing consumer help are assessing this criterion. Communicating with a customer many times is inefficient for both parties. In the client’s perspective, they should have been doing a more meaningful task than talking to different people with the same issue. While in a business perspective, time spent with the same customer must have been used to resolve other customers’ concerns.
Some companies gauge this indicator by calculating the repeat calls within a certain period. They call this indicator Repeat Calls. The more Repeat Calls received, the more it hurts the business. Measuring the first call resolution will provide an understanding of the team’s efficiency.
CSAT is one of the most used indicators measured using post-transaction surveys. Each survey asks the customers to rate their satisfaction with the agent’s assistance. Aside from gauging the customer’s happiness, this is also used to identify areas of improvement for the team.
CSAT emphasizes the clients’ general happiness on the support service received. The Net Promoter Score, on the other hand, measures the customers’ perception of the company. Examining the NPS result will help you identify if the problem is from their support or the product itself. A business can also determine customers who may need a loyalty offer. Using this indicator wisely contributes to customer acquisition and retention.
With this metric, a business is not only understanding the customers’ emotions. This indicator measures the team’s effectiveness in addressing different issues. A high number of escalated requests proves that agents don’t have enough knowledge or resources to resolve their customer’s concerns. Monitoring these requests establish a firm focus on issues where more training or resources are needed.
However, a skyrocketing number of escalations can also mean an area-wide service interruption or a need to re-evaluate the products being sold.
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Whether you already have a customer outsourcing firm or doing this on your own, making yourself familiar with these metrics is vital. Make sure that your customers are receiving the best customer service every step of the way. Customers deserve to be treated and served well. Using valuable data from these metrics can help your business acquire and retain customers and establish a good reputation for your organization.
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