To run a successful business is to constantly improve on your past success, drive innovation, and offer a better service to your customers. In fact, customer service is one of the most important aspects of a thriving 21st-century company, and even though chatbots and technology are transforming the field, human contribution, management, and oversight still remain the essential elements of stellar customer satisfaction.
With that in mind, there is a need to improve your customer service department in order to boost retention rate and build a reputable brand in the industry. This is something you can only achieve by tracking the relevant KPIs, measuring performance, and a making data-driven decisions. Here are the key metrics that will help you measure the success of your customer service department.
Customer satisfaction score
The customer satisfaction score (CSAT) is an essential KPI for measuring and tracking the performance of your services, products, and your brand as a whole. Essentially, you can give your customers the opportunity to leave feedback in the form of smileys, stars, likes, claps, and such after every conversation with your customer service department.
This is the primary, and easiest way to start measuring call center KPIs in and efficient and effective way, as sending out these types of quick-and-easy satisfaction surveys is an excellent way to obtain rapid feedback and generate actionable steps for improvement. Your overall CSAT score is the average of all customer responses, and by adding a simple feedback pop-up after every interaction, you can easily obtain the information you need to improve your customer support operations.
Net promoter score
The customer satisfaction KPI is your essential metric that will give you rough overview of the performance of your team, but it might not tell you where the actual problems are or what specifically needs to be improved upon. This is numerous other metrics will have to play their parts as well. One such metric is the net promoter score, or NPS.
In essence, this score measure how likely or unlikely it is for your customers to refer you to their friends, family, and acquaintances. Basically, anyone looking for your type of services. Unlike the CSAT, the NPS score is less influenced by emotions and thus is a more reliable metric for measuring the effectiveness of your customer service team, but also your brand. You can ask your customers how likely they are to recommend you to someone else on a scale of one to ten. Numbers ten and nine are your promoters, seven and eight are your passive customers, and everything from six and below are your detractors.
First response time
In the online shopping world, speed is everything. From your website’s loading speed and overall responsiveness, all the way to the speed and reaction time of your customer support agents, you want to ensure a seamless and efficient shopping experience for your customers. Remember, if you don’t answer your customers’ questions and resolve their problems promptly, you can bet that your competitors will.
Keeping shoppers on your website will require you to answer every inquiry within seconds, so make sure to measure the average time it takes for your customer support agents to get back to a customer. Better yet, you can introduce a friendly chatbot that will immediately send a response to the customer, and keep them on the page even if the issue is yet to be resolved. This will boost your score and give your agents the time they need to resolve any problem and answer every question in a timely manner.
Customer effort score
Another important metric you should track is the customer effort score (CES), that will tell just how much effort the average customer has to put in to get in touch with your agents, and resolve the issue. The more times a customer has to send an inquiry or communicate with your agents, the higher the effort score. This means lower customer satisfaction.
In essence, you want to make yourself readily available to your customers, and provide detailed contact information through your website’s chat function, social media, email, and even phone. Keep in mind that customers want to buy from brands they can easily communicate with – a factor that will also have a great impact on your customer retention rate.
Customer retention rate
Speaking of customer retention, this metric is directly tied to the effectiveness and success of your customer support team. This metric portrays your brand’s ability to generate loyal customers that will stay at your side no matter what, and keep coming back to your store over a long period of time. In a competitive business world, this is not an easy goal to achieve, but good customer service can tip the scales in your favor.
You can use a customer retention rate tool to monitor and track the rate of customers that come back to your website in a specific timeframe, such as six months and up to a year. By improving the level of support your agents can give to new customers in an effort to simplify their shopping experience, you can effectively improve your retention rate and keep this metric “under control”.
Measuring employee satisfaction
Lastly, there is a need to take a step back and turn your attention inward, towards your own employees and their level of satisfaction in your company. While everyone else is focusing on the level of support your agents can give to your customers, you want to take a moment to assess the level of happiness of your employees.
After all, these are your internal brand ambassadors, and the image of your company literally depends on their willingness to portray your brand in the best possible light. Focus on monitoring their happiness in the workplace, improve where needed, and watch your customer satisfaction rates rise as a result.
Good customer service is a hallmark of a thriving 21st-century business. By monitoring these KPIs, you can effectuate a sound growth strategy that will put your brand above the rest in the online arena and ensure a positive shopping experience for all your customers.