Customer service indicators are metrics that allow you to analyze the quality of the support you offer through your online store. It is important to always make a track your performance because that directly reflects the .
The 10 indicators of customer service that we are going to explain next are:
- Average waiting time (TME)
- abandon rate
- Mean attention time (TMA)
- Mean post-care time
- Conversion rate
- Direct evaluation
- NPS (Net Promoter Score)
- claims
- ESC (Customer Effort Score)
- CSAT (Customer Satisfaction Score)
Also, at the end of this article we share some advice from our expert Juliet TortaroloCustomer Support Lead of Tiendanube, so you can apply the best practices in customer service and improve your indicators.
1. Average waiting time (TME)
People often have different expectations regarding the waiting time of each means of support. The social networksfor example, generally require a response in up to six hours, while an e-mail can be answered in a maximum of one day.
Therefore, it is essential that you can determine a specific and appropriate mean time for each . This does not mean that your interaction with the client has to be accelerated just so that you can serve the next one, but it should serve so that you do not waste time (nor do you waste it on the user).
The TME is, then, the average time that your customers will wait to be served. Your goal must always be to reduce that time, improving your procedures or, if necessary, hiring more people.
2. Abandon rate
If your client has to wait a long time to be served, he may give up contact and that, without a doubt, damages the credibility of your team. For that reason, you have to continuously track the rate or percentage of abandonment.
It will be enough to quantify, weekly or monthly, the number of contacts made by people and which were effectively attended by a representative of your store. To obtain this panorama, it may be necessary to contract an external service that provides you with this information, in case that investment is adapted to the budget of your business.
Generally, this rate is directly proportional to the TME. Namely, the longer the wait time, the higher the average number of dropouts. In case this happens too often, you have to take action immediately!
đź’ˇ In addition to the actions that we already mentioned, it is necessary to review the support processes that your store has. Could it be that they are very complicated and each user spends too much time in the customer service process?
3. Mean attention time (TMA)
Another important performance indicator is the TMA, mean attention time, which can also be measured weekly or monthly. As the name itself suggests, it refers to the average duration of your support servicetaking into account the individual contact with each client.
To measure it in a simple way, you can time each conversation and record the final time of each one in a spreadsheet. Then, it will be enough to analyze the general numbers.
This factor, in addition to indicating your level of productivity, can be used to evaluate the quality of your service. After all, efficient care is one that does not last longer than necessary.
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4. Average post-care time
This metric is related to the average time it takes for support managers to finish one case with a customer and start the next one. At the end of a call, for example, can they already attend to the next customer who is waiting in line or do they need to organize some tasks within the system first?
Ideally, your store can make the first option viable. For that, the work tools must be easily accessible, with intuitive resources and clear protocols.
The post-service interval has to last as short as possible, because it is also related to the average waiting time and, consequently, to the abandonment rate. It is not enough to be fast when talking to customers, it is also necessary that your processes are fast.
5. Conversion rate
The conversion rate is more specific and applies only to those contacts that involve potential consumers and not to the cases of already consummated clients.
Its about Percentage of informational inquiries that convert to salesthat is, the proportion of times that your company was contacted by someone interested in what you offer and you managed to convince this person to buy something.
Keep track of these types of calls and record successful conversions to keep track of the situation.
In this case, in addition to the user response procedures, another important skill comes into play for the person receiving the contact: the power of persuasion. Not only does it have to be didactic by transmitting all the requested information, it also has to reward the initiative and make the person decide to become a customer of your store.
6. Direct evaluation
You can also, at the end of each call, from the consumer, through a form or a page so that you can evaluate the attention. A) Yes, the person will be able to give their direct opinionstill influenced by the positive (or negative) effect of the experience you just had.
For this, it is convenient that you determine the evaluation parameters that coincide with the concept of your brand and that you ask customers to choose the score or the option that demonstrates their level of satisfaction with the support they received.
In the , for example, we use a smile system: if the customer was completely satisfied with the support, choose a “happy” cloud; if he was more or less happy, he chooses a “normal” cloud, and if he really didn’t like the attention he received, he can choose a “sad” cloud.
It is also interesting that you have a space to leave comments. Thus, in case you receive a negative evaluation, you will be able to know the reason for that choice and take steps to prevent it from happening again.
7. NPS (Net Promoter Score)
The NPS (Net Promoter Score) is an indicator that will allow you to know the level of customer satisfaction.
As users respond, you will be able to know what percentage of your customers are:
- detractors: those who rate you with a note of 1 to 6that is, they are not satisfied with your support and, possibly, they are not going to recommend your company;
- Passives: those people who gave you a rating between 7 or 8that is, they had a neutral experience and there is nothing to indicate that they will recommend you;
- Promoters: those users who rate you with a note of 9 or 10 and that, surely, they will recommend your company to their friends and family.
For calculate nps you have to:
- Convert the amount of promoters and detractors into a percentage value, without taking into account the liabilities.
- Subtract the percentage of detractors from the percentage of promoters. The result obtained is the NPS percentage or NPS index.
Let’s see a practical example. From a total of 10 respondents we obtained:
- Number of Promoters: 5 (50%)
- Number of Liabilities: 3 (30%)
- Number of Detractors: 2 (20%)50% – 20% = NPS 30%
The closer your NPS value is to 100, the better. This means that more customers are satisfied with the service.
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8. Claims
Closely monitoring the complaints that the company receives is another way to measure the quality of your support. Therefore, it is important to observe the number of claims and what are the most recurrent complaints.
If the complaints arise overnight, you will be able to quickly identify what the problem is in your store and solve it as soon as possible.
In addition, pay special attention to the claims that are repeated the most, since prioritizing the improvement of these aspects will allow you to avoid critical situations in the future.
9. ESC (Customer Effort Score)
The ESC (Customer Effort Score either Customer Effort Index) evaluates how much effort it takes for the client to achieve their goal every time they interact with your brand.
Customers are typically asked to rate the service against a problem they needed to resolve. This evaluation is done after asking them how difficult it seemed to solve their problem and the scale goes from 0 to 10.
In the case of the ESC, The closer to 0 the mean value of the responses, the better.. This means that users perceived that it was easy to solve the problem they had with your business.
10. CSAT (Customer Satisfaction Score)
The CSAT (Customer Satisfaction Score either Consumer Satisfaction Index) is an indicator that, as its name refers, measures how satisfied your customers are. This metric can account for both your customer service and the quality of your products.
The survey to obtain this indicator is usually sent after a purchase or customer service. The user must qualify, in a scale from 1 to 5 (or from very dissatisfied to very satisfied), how much you enjoyed the experience.
You have probably responded to this type of assessment in the past, as it is a survey widely used by companies. You can also include questions about more specific aspects, but using the same scoring scale.
7 tips to improve your customer service indicators
To close this guide on the most important customer service indicators, Juliet TortaroloCustomer Support Lead of Tiendanube, shares 7 tips to enhance the metrics that reflect the quality of the support you offer.
The best way to measure whether or not customer service is being successful is by listening to your audience, says Julieta. To guarantee that constant listening, the expert recommends:
- Include a call to actionthat is, adding a question at the end of the contact, asking the user what he thought of the attention.
- Ask for customer feedback through an email; you can design a nice form where the client can leave you their opinion.
- Take advantage of social networks to post questions asking feedback about your product and service.
- Receive comments within the online store.
- Meet with some of your clients; this is especially necessary if you already have a large business; you can organize meetings in an interview format (also by video call), where the client feels comfortable and listened to.
- Personalize the experience and give it a more human touch; To do this, you can greet the client by his name and be empathic with his query.
- Exceed user expectations or, as we call it in Tiendanube, always give a “WOW Experience”.
Synthesis
Define a frequency of meetings with your team to discuss the results of these…
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