Have you been monitoring your company’s service after the sale takes place? Are your customers happy or regretful? Which tracking metrics to use?
Data analysis is an important part of excellent sales and customer service.
Many companies and professionals ignore performance tracking metrics, and end up not knowing what drives their customers to leave.
If this happens to you, don’t get lost among thousands of metrics, to the point of leaving your company’s service metrics aside, it’s time to define a customer service system.
Define the best customer monitoring metrics
Often the focus is only on results, and we don’t monitor what we are doing wrong. And then, regardless of selling more, we can’t keep the customer in our company.
A common mistake companies make is setting tons of customer tracking metrics and getting lost, drowning in data analysis in the first place.
The customer service system is the critical point for many companies. It’s precisely at this point that your customers will realize if they made the right choice when doing business with you.
It is precisely here that, if your company is not concerned about your customer, you will show that you are the wrong choice.
Imagine all the effort a sales team makes to close a customer, which can quickly be wiped out by mediocre service.
This happens more often than you might think and can do some harm to your business.
Your salesperson strives to sell and reach sales targets, but during the interaction with your company, the customer bitterly regrets having done business with you and abandons the boat. This scenario is more common than you think.
If you find yourself in this position, try to focus on the most important customer tracking metrics so that you can get rid of the volume of information that shows up in the service funnel and diagnose your customer service performance.
How does your company serve your customers when you need them?
#1. Customer satisfaction
There is almost always a very strong correlation between the health and growth of an organization and the satisfaction of its customers, and this makes customer satisfaction a metric that every company must monitor and commit to improving.
The question is, what are the most effective ways to track this metric?
It is generally best to use a mix of methods, including those that track customer service interactions, and those that track customer satisfaction.
In the case of online sales, the most used e-commerce KPIs are cart abandonment and conversion rate.
In the case of online customer service, emails can include a link that allows the customer to rate each service activity.
This allows you to see the results achieved by certain types of interactions.
To keep up with long-term trends, a short survey sent to your email list provides insight into how happy your customers are with the organization as a whole.
Obviously, it is not enough to ask if your customer is satisfied and happy to do business with your company.
You need to find indirect indicators (such as cart abandonment, in e-commerce) that show that they are happy with their purchase or not, and mainly, they don’t believe that the need for service, technical support, or customer service, decreases your company’s credibility.
You need to dig deep into tracking metrics to find out about your customers’ satisfaction, and find out what their experiences are when doing business with you.
Respond sincerely: is your customer satisfied with your service?
#two. Secondary Metrics
Secondary metrics are those that feed your primary satisfaction metric within your customer service system.
Tracking secondary customer monitoring metrics can help provide useful data about improvements that can help you improve your primary metric.
If you don’t limit the number of metrics to monitor, you risk getting bogged down in unnecessary metrics and data.
Some of the customer monitoring metrics that are most important to your organization may depend, in part, on the type of customer service system you are operating, but there are several general metrics that are universally useful:
- Average waiting time: How long does a customer have to wait before receiving any response from your company, whether by email or even by phone?
- Average service time: How long does it take to resolve a customer service ticket? Which types of services are resolved the fastest, and which ones take the longest?
- Average number of contacts needed: How many times does a customer need to contact the service department before their issue is resolved, and how many people interact with them?
Averages are important for an overview of each metric, but it’s important to note outliers as well.
Those occasions where a customer waits a particularly long time, or is diverted to different reps or professionals during a single ticket or ticket need to be monitored.
It is necessary to investigate these cases, both to determine why this happened and to prevent it from happening again.
As a rule of thumb, if your customer is satisfied, and if you’re delivering what you promised him, he has reasons to stay with you, especially if, when he needs you, you’re around.
When a company puts barriers between itself and its customer, at the moment when he needs it most (problems, service, support), it is showing that it is not a trustworthy company.
Are you closely monitoring your customer service success metrics?
Monitor the quality of your customer service system
Once you’ve defined the most important customer tracking metrics in your service funnel, the ones most relevant to your business, create an organized plan for tracking data, collections, and analysis. This will provide quick service to your customer.
Often, a quick training course solves this problem, showing the service standard that your company wants to follow.
When you train your sales team, and forget about after-sales, you are not showing consideration for your customer, as they will not be served satisfactorily when they need you.
After sales, your primary metric should be: Understand how your business is serving your customers.
Are your service tickets, protocols and other formalities and/or other bureaucracies hindering your company to reach the solution expected by your customer?
If the answer is yes, great sign. This shows that your company is keeping your customer first.
If it’s no, it’s better to change quickly. Remember that customer satisfaction matters more than any other control your company may have over calls and orders.
Don’t let the bureaucracy in the customer service system hinder your company from helping the customer find a solution.
Complete Customer Service Kit
Want to know all about customer service once you’ve defined the best customer service metrics in your service funnel?
We have prepared a complete service kit with 5 materials specially created for you to master this subject and even organize training for your sales force, as everything is ready for this, see:
- Ebook: CRM, attract, retain and satisfy more customers
- Article: the 5 documents for implementing CRM in the Commercial area
- Webseries: Disney’s Way of Delighting Customers
- Online Lecture: The Pitfalls of Customer Service
- Case Study: The Zappos Service Strategy
Study the materials carefully and you will discover the best ways to improve your customer service.