Every organization needs to measure the effectiveness of their customer support. Without measuring it, it is impossible to ensure progress.You need to have clear metrics to measure the level of customer service your team is providing. Let us discuss a set of metrics that you need to be measusing to ensure the success of your customer support team.
First response time is one of the key customer support metrics to be measured. It is a metric that is used to measure the time taken from when a customer makes a support request to the time taken by the customer support representative to respond to that request for the first time. Measuring the first response time will help you understand the current wait time of your customer to get an initial response from your team. It helps in revising and optimizing the process of handling support requests to bring down the response time as much possible.
Customer satisfaction, commonly referred to as CSAT is a key performance indicator used to measure the satisfaction level of your customers with your customer support team. It typically starts with a question sent out to the customer in the form of a customer feedback survey asking them to rate the overall satisfaction with the quality of support they received from your team on a 5-point scale.
Here’s what each of the ratings mean:
The cumulative results of the survey can then be averaged to get a Composite Customer Satisfaction Score, so that you have a consolidated understanding of your customer satisfaction levels.
While CSAT is about customer satisfaction, Net Promoter Score is about measuring the loyalty of your customer towards your product or organization. CSAT measures the current interaction whereas NPS measures the ongoing relationship of the customer with your company. NPS is a metric used to predict the possibility of purchase and referrals by your customer. While NPS is also in the form of a survey, it asks the customers to rate their likeliness to refer your product to their connections.
NPS is rated on a 10-point scale and categorized as follows:
Detractors: Customers giving you a score of 0 to 6, indicating dissatisfaction.
Passives: Customers giving you a score of 7 or 8, but may not want to recommend your product to others.
Promoters: Customers giving you a score of 9 or 10, indicating high likeliness to recommend your product to others.
Measuring resolution time helps you understand the time taken for resolving a customer support request. It indicates the amount of time a customer has to wait to get their issue resolved. Two key metrics used to measure resolution time are:
First resolution time: It refers to time from the creation of a support request to the first time a resolution is given.
Full resolution time: It indicates the time from the creation of the support request to the customer getting the final resolution.
Measuring resolution time also helps you identify the gaps where your customer support team needs to be trained on, so that the number of multiple ticket reopens can be brought down.
Measuring agent load refers to the total number of requests handled by your customer support agent at any given point in time. Ideally, it makes sense to set a threshold of support requests that gets assigned to a customer support agent, so that the support requests are distributed meaningfully among the agents. Monitoring the agent load can help you determine correlations if any between the CSAT and response times to the number of support requests handled. Also it helps identifying patterns for situations where there is a sudden spike in the number of requests coming in.
What next?
There are expectations on the timeline within which the customer needs to get a first response. And interestingly the acceptable average first response time is different on different channels of communication
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