We’ve now reached the fourth and final part of our series exploring Digital Transformation in Customer Service. So far in the series, we’ve + Read More
The success of a customer support team is heavily reliant on customer service reports, metrics and KPIs. Reports help managers to gauge the team’s performance and make improvements to service. Apart from this, managers are also able to use reports to monitor the customer support team, cut costs, streamline the processes that support the customer service department and make strategic decisions. It gives the manager a bird’s eye view of the pertinent processes that support the department, allowing them to formulate or reinforce a strategic plan.
This blog post details some of the practical aspects you’ll need to consider when building a reporting system for your team.
It’s usual for any customer service channel to come bundled with reporting tools, so that managers are able to monitor and make improvements to service. Within each channel’s reporting system, there are usually two major types of report formats: dashboards, and emailed reports. Commonly, they both contain the same type of information but are delivered in a different manner.
If you’re building a reporting process, it’ll be important for you to work out which of these two ways you want to view data and/or supply it to others.
Dashboards are great at painting a snapshot of the organization’s CX health. They are usually also customizable, and you can choose to view the reports in real time, weekly, daily or monthly formats for better decision making. With dashboards, you also have more control over the data you want to display. Here are some more benefits:
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Regular emailed reports, however, do have their place too and they have some advantages of their own:
When it comes to the frequency of submitting results, managers usually choose to report on a weekly or monthly basis. Both have their advantages and drawbacks.
Weekly reporting keeps you in contact with your stakeholders and the more frequent sending can help to foster a good relationship with them. Weekly reports also ensure high levels of accountability and give you more opportunities to improve customer service.
Monthly reports are low cost and take up less time, leaving more time for other activities. Monthky intervals can also offer better insight into industry trends, which might be difficult to see through weekly reports.
You can find many KPIs from the KPI Library with options across a multitude of businesses and business sectors. Which KPIs you track depend a lot on your service philosophy – while time-based metrics such as handle time and queue length are common to many call centers, other schools of thought say that quality-based metrics like customer satisfaction or customer effort are a better way to track overall quality.
Other data can be gleaned from other channels. For example, ticketing system reports may highlight:
Apart from these metrics, you can also measure agents on their overall quality of service.
These are more of an internal metric, measured from a performance management point of view. It generally requires a dedicated Quality team, and the ability to review completed contacts – whether through reading chat transcripts, listening to calls, or reviewing the transcripts of other text-based interactions. Important metrics from a quality perspective are:
Managers need to have the right tools to capture the information that contact center and customer service metrics are based on. Apart from dashboards and reporting systems built into a channel, there are a myriad of other options available to capture data and monitor the performance of a customer service team. They include:
Customer feedback is an essential tool to drive service improvement. It’s easy to fall into the trap of assuming you know what your customers are thinking and feeling about you – customer feedback ensures that you truly have your fingers on the pulse of your customer’s perceptions, and allow you to make improvements that are truly wanted and needed.
Before drafting a survey, you have to know what feedback you are looking for. Web survey tools like Qualaroo and Survey Monkey can help in creating polls and surveys that customers actually complete.
Recommended for you: Call Center Survey Questions for Better Customer Satisfaction
It is, however, important to keep in mind some general rules when creating a survey:
Exploratory interviews or focus groups, on the other hand, are a direct approach to issues your customers are facing. Asking customers directly can yield better results than many other forms of feedback.
Another way to gather information is to use analytics applications to monitor activity on your website. A good example is Google Analytics, which analyzes bounce rate, page views, on-page time and so forth.
If the bounce rate on your FAQ page is high for instance, then that’s an indicator that it may not be very helpful for customers. You can also monitor the behavior of users who didn’t sign up for your products and uncover problems that way.
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