Because nothing is perfect, your customer support team is here to help people who have problems with your site or your products.
The goal of your customer service is to leave a positive impression. This is essential for branding and getting others to recommend you. That’s why you must keep an eye on the quality of this service and regularly evaluate the satisfaction of your customers.
Let’s take a look together which performance indicators to monitor for your customer service.
The customer satisfaction score (CSAT)
CSAT is the easiest way to evaluate the satisfaction of your customers .
The idea is to ask a question such as “Are you satisfied with the help provided by our customer service” and ask the customer to respond with a scale of the type:
- Very satisfied
- Somewhat satisfied
- Not at all satisfied
To highlight the satisfaction rate you must take into account the percentage of customers who answered “very satisfied” or “somewhat satisfied”.
The Net Promoter Score (NPS)
The Net Promoter Score is a well-known indicator allowing you to judge the quality of your customer service based on the desire of a customer to recommend or not to those around him.
Start by asking a question such as “Are you ready to recommend our service to those around you” then provide a numerical scale from 1 to 10:
- Customers between 1 and 6 are detractors : these people may denigrate your brand to those around them
- Customers responding 7 or 8 are passive : if they will not spread a bad image they will not recommend you
- Customers who answer 9 or 10 are promoters : they are satisfied with your service and will not hesitate to talk to those around them
Your NPS is obtained by this simple calculation: Promoters – Detractors
The time of the first response
A responsive customer service is highly valued by consumers and is a guarantee of quality. This speed is also preferred even if the first answer does not solve the problem completely.
To limit the time to send the first response, set up an automatic response that tells the customer that his request has been taken into account.
Alternatively, you can create “pre-designed” responses that your support team can send based on customer demand. For example, if the user asks to delete their account, create a standard answer for this kind of situation.
The Servqual method
The Servqual method was developed in the 1980s and is still useful for analyzing the quality of a customer service.
Through a series of questions, you will be able to analyze the client’s expectations in relation to their perceptions. These questions are based on 5 dimensions supposed to represent the quality of the service:
- Reliability : Was the service provided reliable and accurate?
- Assurance : have the employees involved created a climate of trust?
- Courtesy : did the employees look professional?
- Empathy : Did employees seem to care about your problem and pay attention?
- Responsiveness : Do employees provide fast customer service?
Traditionally, customer responses are given via a Likert scale so you can identify areas for improvement in your customer service.
The commitment of your employees
This indicator is not for your customers, but for your employees.
If they are sufficiently invested in your company and satisfied with their working conditions this will be felt in your customer service. In the same way, you should worry about a high turnover rate. This involves finding new people regularly to train your customer support.
To measure the commitment of your employees, ask them directly:
- How does your work have meaning?
- Are you proud to be part of your team?