In your quest to ensure complete customer satisfaction, you may have tried various customer support channels. But if the results you get are not satisfactory, you may start wondering if all your efforts are futile, if you have made the right choices of channels, or if the whole exercise of putting in place all these channels and integrating them is a wasteful effort. But experts say that the success of having a customer support system hinges on the performances of the teams that are manning the channels. This means that you should measure and monitor the performance of your customer support team. According to these experts, there are a few metrics using which you can measure the performance of this team.
The intention of measuring the performance of your customer support teams is to assess which teams or team members perform better and which teams and team members lag behind. This will help you, the owner of the company, in taking steps for improving the performance of these members or teams. Let us now look at the crucial metrics that can help you in achieving this aim.
Ratings of customers
Among the metrics available, the best and arguably, the most obvious and useful is the rating given by customers for the conversation they have with your customer service executives. With this rating, you can assess if the team member who has answered the queries of customers is performing very well or not or if she needs to improve.
Speed at which your teams are responding initially
Customers nowadays are very busy and hence, almost all of them expect instant responses. If they do not get immediate or quick responses for their queries, they get disappointed. Since such customers will not hesitate to look for alternative providers or suppliers, you cannot afford to take this aspect lightly.
The fact is that if customers get a quick initial response to their queries, they feel confident that their concerns will be addressed soon also. Therefore, they are more likely to feel happy and this means that you can be certain of retaining their loyalty.
Initial response is important but resolution of issues is more important
Even if the members of your customer support teams respond quickly to the queries of customers, you cannot assume that this will ensure complete customer satisfaction. Customers expect timely resolution of the issues they are facing. If there is a delay in this aspect, they may be frustrated.
Number of queries handled
Another metric that can help in assessing the performance of a member or a customer support team is the number of queries they have handled and resolved. Of course, the speed at which they have ensured a resolution of the issues is also a major factor to be considered.
Remember that the number of issues handled and resolved may also be misleading
Even if a team handles and resolves the most number of issues, you cannot assume that the performance of the team is superlative. Only a team that has handled most number of tough issues can be considered an efficient one. This means that the number of tough issues that have been resolved is another metric that can help in assessing the performance of a team.
Complaints received from customers
If you receive a large number of complaints about the ways a team or a member responds, you can immediately construe that you need to take stringent steps for educating them suitably. You have to keep a watchful eye on their future performance as well. If they mend their ways, you can continue utilizing their services. Otherwise, you should not hesitate to show them the door because it will ultimately result in losing the loyalty of your customers.
Is the customer support team or member helping in improving the conversion rate?
Members of your customer support team should assist your sales officers and executives in their efforts. This means that they should guide and hand-hold the customers in the right manner. For example, if a customer has made a wrong choice of a product, your customer support representative should guide them and help them choose the right product that will perfectly fulfil their needs. Once this is done, the sales team will find it easy to close the sale.
Number of escalations
If a team or a member keeps on escalating all the issues to a higher official, it shows that they are incompetent. This means that less the number of escalations to a higher official, the more efficient is the team or team member.
Wooing back customers after sales
Remember that in certain businesses, the number of after-sales queries can be high. These queries are great opportunities for wooing back customers so the companies can get repeat business from them. This means that if a team or a member woos back the most number of customers by guiding them with proper solutions or answers to their after-sales queries, it can easily be said that the team or the member is quite competent.
To summarize, you should make the most of your customer service efforts in order to ensure complete customer satisfaction. This is possible only if you measure the performance of your customer support team. These metrics will help in sharpening the skills of your team members so you can succeed in retaining your existing customers by ensuring complete customer satisfaction and also in expanding your customer base.