Years ago, I worked for a company that tracked their call volume in customer service. If their call volume increased and the time per call was reduced, they'd celebrate their success. The problem was that they weren't successful at all. The customer service representatives simply rushed every call to keep management off their backs. The result was some very angry customers who had to repeatedly call back in order to find a resolution.
If you are going to monitor your customer satisfaction with regard to customer service and customer support, here are 6 key performance metrics you should begin measuring now:
- Hold Time – The amount of time customers spend on hold. Your customer service representatives do need to be efficient to keep the phones answered, but not to the detriment of the customer they're speaking to! Hold time is a great indicator of whether or not you have enough representatives to assist your customers.
- Support Articles Read – Having a great self-service resource library is a must if you want to both help customers and keep the demands of your team down. FAQs, knowledge-bases, how-to videos, searchable support… everything helps! By monitoring the articles read, you can get a clear picture of the quality of those articles and monitor their use in relation to call volume.
- Article Read Time – If readers find an article but don't stay long enough to read it, you've got some work to do. Perhaps you need more screenshots or recordings to help them. You may even want to monitor chat support requests on article pages or apply call tracking software with different numbers to call so you can monitor article performance.
- Time to Resolution – Helpdesk software and CRM both allow you to track support tickets through to a resolution. Be sure your team isn't always starting a new ticket by monitoring the average number of requests per agent, too!
- Calls to Resolution – The opposite of customer satisfaction is frustration. If a customer has to call back over and over before getting the information they need, you're going to drive them away and lower your customer retention rates.
- Agent Satisfaction – Your customer support staff is the lifeblood of your organization. Customers often get more time with an agent than they do with your sales or leadership team. That means they make the biggest impression for your brand. Hire great people and help them to drive the success of your company. Empower them to solve the problem without the need for escalation.
Once you get these metrics in place, you can advance your sophistication by monitoring your customer loyalty using a combination of your customer satisfaction score (CSAT), Net Promoter Score (NPS), and Customer Effort Score (CES).
Customer satisfaction is one of the toughest, most abstract concepts to capture and measure. Satisfaction is often in the eye of the beholder, and if you’re using a tool like a survey, you’re relying on self-reported data that presents only one side of the story. In addition, “success” is multi-faceted: A customer may be happy overall, but there may be some hidden deal-breakers that are hurting your retention metrics. Ritika Puri, Salesforce.
Here's an infographic from Salesforce, Keep Them Happy: How to Make Your Customer Satisfaction Scores Skyrocket: