Today’s customer expects strong, consistent service and quick responses. Research found that 76 percent of respondents believe customer service quality is the best test to determine how much a company values them. If you don’t track service metrics and baselines, how can your customer service team increase its effectiveness and service? A recent survey found 47 percent of customers surveyed rated the most important element in their service experience as “fast response to inquiries or complaints.”
With over half of consumers having higher expectations for customer service than just a year ago, focusing on effectiveness will allow your company to stand strong with your customers. To surpass the competition, companies should be investing in greater knowledge to provide quicker, more informed answers on a consistent basis.
What types of metrics will help your company determine its customer service effectiveness?
- Customer Rating: How useful was the information shared to your customer in the resolution of their concerns and questions? For 25 percent of customers, the most frustrating aspect of support was not being able to find the answer to their concern online. With self-service knowledge options growing in popularity, having the knowledge to resolve most common concerns is important. Ninety percent of consumers now expect a brand or organization to offer a self-service customer support portal. The more beneficial the customer service knowledge provided, the higher the satisfaction rating. But at the same time, the greater the number of ratings demonstrates the number of people needed the assistance on this topic.
- Employee Rating: Not only should your company be concerned with the customer’s ability to resolve issues with the knowledgebase, but employees should also feel prepared with the information available to them. Nearly three quarters of customers feel support agents should know the customer’s contact information, product information and history upon beginning the interaction. The better the resources and technology provided to your service team, the better prepared they will feel. The stronger the employee rating on the information provided, the more effective the customer service team can be.
- View Count: How many times were specific topics referenced or pages viewed? The larger the number, the larger the likelihood customers are interested in the topic or need assistance with it. Those high-count pages should be rich with information and answers to best serve the customer base.
- Average Interaction Time: How quickly can your customer service team resolve your customers’ concerns? The smaller the score, the more readily your team can move from problem to resolution. The quicker the time, often, the happier the customer. The biggest frustration to customers is not reaching a live person for support, followed by the individual not having the knowledge to solve the challenge. The quicker your customer service teams can assist customers and resolve issues, the happier all parties will be.
- First Time Resolution: Are customers able to have their problems fixed on the first interaction? Sixty-three percent of consumers cited poor customer service as the reason they stopped doing business with a brand. The greater the percentage of first-time resolutions, the less likely customers will need to return for follow-ups on the same problem.
Investing in this knowledge and the metrics supporting the work will better your team and its customer effectiveness. Customers prefer quick, personalized interactions. If you had data to determine what makes for happier, more loyal customers, it could separate your company from the competition. The more your company knows about the holes to fill, the more effective your team will be as a whole. Happy customers are always the end goal, and happy customers are loyal customers, who are the best form of advertising.
About the Author:
TopLine Strategies delivers the complete integration and development of sales, marketing and customer service technologies that enable corporate clientele to improve revenue streams and strengthen customer interactions. Our project management and consulting is designed to achieve timely delivery, 100 percent user adoption of the technologies we implement and deliver measurable returns on investments for our clients.