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5 Key Customer Service Metrics and How to Measure Them

Jun 20, 2021 | Blog, Customer Service

Customer service is the hub of your entire business operation with customer loyalty being the goal. Your customers depend on your customer service staff to help them get certain services and products or solve their problems. Customer service metrics will help you know where your agents are making mistakes and improve the different aspects of the customer experience.

Keeping your customer service team’s work at optimum is a key aspect of running a business. However, you have to be very cautious when choosing the customer service metrics to include in your dashboard. Below are the five key metrics you should consider for your business:

1. Call Resolution

If your customer support team performs at optimum efficiency, they should resolve almost all your customer’s problems at the first point of contact. This is essential because today’s consumers expect brands to give them as many answers as possible with little to no delay.

According to a study, over 69% of consumers equate a positive customer experience with businesses that quickly resolve their issues. On the other hand, over 65% of customers blame their bad experience on businesses that take too long to solve their problems.

Always remember that your client’s time is also as valuable as yours. Thus, treat it as such. Ensure you look for a way to measure your customer satisfaction rate at your call center.

Remember also to conduct in-depth, updated training on the products and services your business offers. Your agents should always know if there are any enhancements done to your products. You can also undertake ongoing quality assurance to boost your team’s skills.

Finally, it would be best to empower your customer service team with state-of-the-art software to ensure that they have all the information and resources they require to solve your customers’ issues. Look for ways to centralize data from multiple sources for additional convenience.

2. The Average Response Time

A customer service dashboard reminds you of how well you’re currently doing and what you need to do to reach your targets. Your team’s average response time is one of the key metrics you need to monitor constantly.

Have you ever tried contacting a brand for something? Did you like being kept on hold for 15+ minutes? How angry and pissed off did you feel when you heard the recorded message on the other side, “Your call is important to us” for the 21st time?

When considering the average response time, think about your own experiences as a customer. If it takes over 15 minutes for your team to pick a customer’s call or respond to their email, the customer may not be satisfied with the service no matter how helpful the staff is. Take a closer look at the following factors when considering the average customer response time:

  • The size of your team and the customer demand
  • The productivity of your team
  • Your business’s self-service options

You should ask yourself the important questions, including why your agents are taking too long to resolve customers’ issues. Do you need to employ more staff members to keep up with customer demand?

3. Customer Satisfaction Rate

The customer satisfaction score is a key metric you should measure. The happier and more satisfied your customers are with your services and products, the more likely they will refer their friends and come back.

Always remember that customer retention is better than customer acquisition. The acquisition cost is also higher than the cost of retention based on the customer’s lifetime value.

You can measure your customer satisfaction rate through a short customer survey score. Using the survey, you can ask your customers how satisfied they are on a scale of 1-5 (also known as a Likert scale). If the score is low, customer expectations have not been met and they have had negative experiences, so more detail is needed in the survey. In this case a single question survey is not enough.

Today, customers have multiple ways of venting their frustrations with your brand. They also have multiple options to choose from.

4. The Net Promoter Score

The Net Promoter Score (NPS) is also another key customer service metric. This score measures your customers’ likelihood of recommending your products and services to the people they know. This could include social media and face-to-face interactions. For more on NPS and other KPIs for customer success – check our review.

You can measure the net promoter score by asking customers in a survey how likely they are to recommend you to their friends and family. You can give them a score of 0 to 10. A 9-10 score means that the clients will promote your business – they are satisfied customers.

However, the people who select 7-8 mean no real emotional response to your services. People who score 0-6 are not promoters, and they are detractors. Ensure you evaluate all these customers’ experience to understand what leads to them choosing their respective scores. Note this is a leading indicator of loyalty not a calculated customer retention rate. Each percentage of customers is used to calculate the Net Promoter Score.

Customer support metrics help you gather actionable data to help you make informed decisions. The higher the net promoter score is, the higher your chances of retaining your current customers and acquiring new ones.

5. The Average Handle Time Period

Measuring the average time your customer service agents take with customer interactions shows their productivity rate in dealing with customer requests. The longer a staff takes to close a customer’s issue, the fewer customers they will serve. Your employee should take as little time as possible to identify a client’s problem and find a solution.

Including the time to resolution metric in your dashboard will help you measure your employees’ productivity level. Nevertheless, a word of caution here. Average resolution time is a blunt instrument. A resolution rate is impacted by the type of inquiry and the level of service it demands. Not all customer queries are equal and not all CSRS have equal ticket volume. This means that the volume of tickets on different employees will not be equal which impacts their response rate.

You can also create a strategy to ensure that customer issues are resolved in the shortest period of time. The best way to do this is by streamlining your live chat responses and the call center. This means ensuring that your customer service dashboard team always keeps you updated on the team’s productivity level at any point in the customer journey, particularly resolution times.

Are You Ready to Measure Your Company’s Customer Service Metrics?

Are you looking for an easy way to get customer feedback? Want to know what results in a happy customer, or maybe what causes an unhappy customer? Today’s customers have become more and more demanding. Thus, customer service metrics are an essential aspect of running any successful business and critical for business growth.

Do you want to capture on-the-spot feedback from customers? Contact us at Opiniator to get a free demo of our customer feedback and recovery platform. Customer satisfaction survey? Yep got that covered. Our software is mobile-friendly and allows your customers to give you feedback on their experience through their mobile phones.

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