Customer service KPIs: the importance of measuring to guarantee quality service

Smith, Emma

Publish: Wednesday, Dec 21
kpis

In this article we will identify the main customer service KPIs, which will help to measure the performance of our company in this area and which, once defined, we must extract on a recurring basis to observe their evolution and set tangible objectives for improvement. 

What are customer service KPIs?

Customer service KPIs are indicators that allow us to measure the performance and quality of the service we provide to our customers. With the help of this data we can not only identify if our customers’ experience is positive, but also if the performance of our agents is adequate.

These customer service metrics can be applied to all our support channels and will help us both in the evaluation of their performance and in decision making, allowing us to detect possible improvements in our customer service strategy.

Types of customer service KPIs

Depending on the aspect we want to measure with customer service indicators or KPIs, we can distinguish: 

KPIs related to our customer service

Offering the highest quality in our customer service will only be possible if we have a good strategy and tools for its control. The control of the customer service department will be the main objective, since it is our agents who must provide an excellent customer experience.

Nowadays a large part of users consider quality customer service as a competitive advantage in a company, so it is important to have the tools that allow us to continuously analyze the performance in this area.

Customer service KPIs are indicators that measure the efficiency and effectiveness of our customer service department, showing whether we are optimally managing all the communications we receive. This data will help us to improve customer interactions and make decisions in some of the company’s processes. With this objective in mind, the KPIs we should measure are the following:

Average Waiting Time or Average Response Time (ATR).

This is the average time from the moment the customer initiates communication until he receives the agent’s response. Ideally, this customer service KPI should be as low as possible, as it would reflect greater immediacy of our responses, which in turn translates into a better customer experience.

It is important to analyze each of our communication channels independently, since customers who contact us by call, chat or video call will generally not be willing to wait the same amount of time.

Average Communication Time (ACT)

This is the average time that a customer needs to resolve an incident or query, from the time he starts the communication until he finally finishes talking to the agent.

This time, in addition to the conversation itself, also includes both the initial messages and the waiting time mentioned in the previous point. It is essential to be able to measure it in order to know the resolution times of each type of call.

Repetition Rate (RR)

This KPI determines the percentage of customers who have had to contact us on more than one occasion. Depending on the type of calls, we will look for lower repetition rates, since, for example, a TR close to zero in our incident support reflects that the incidents are being resolved on the first call.

Omnichannel

The level of accessibility of our customer service channels will determine the excellence of our customer service. 

It is important to diversify our customer service channels to provide the customer with the means of contact that best suits him in each case. Generally, the channel chosen is usually different if it is a simple or more complex query. Allowing the user to choose whether to make their query by call, video call or chat will surely improve their experience and therefore their satisfaction.

customer-service-kpis

KPIs linked to customer experience

So far we have analyzed the customer service indicators that allow us to evaluate and improve our customer service, but although they are related, it is important to take into account the main indicators of our customers’ experience.

Customer satisfaction rating

Customer satisfaction is measured through surveys that allow them to rate their experience with the product, service or even the service received. 

These surveys can be launched automatically at the end of the conversation or during the conversation at the agent’s discretion by dialing a personalized code. 

Loyalty

There are KPIs that measure loyalty, such as the NPS (Net Promoter Score), which provides us with data on customer satisfaction and loyalty. Capturing a new customer is much more complicated than retaining a current one, so it is very important for us to promote loyalty.

This data can be obtained from surveys, such as those mentioned in the previous point, but in which the customer is specifically asked how likely he/she would be to recommend our service to family and friends.

While this indicator will allow us to know the level of loyalty of our customers, it does not provide us with the reason behind the scores. For this we would have to add some additional questions for lower scores.

Churn rate

The churn rate is one of the most important metrics to evaluate the growth of our company. This indicator measures the percentage of customers who decide to cancel our service or stop purchasing our products. The lower the churn rate, the faster we will be approaching our growth objectives, so it is important to pay attention to the previous points, customer satisfaction and loyalty, and take measures to prevent customers from deciding to do without our services.

In Fonvirtual we have analysis tools that will allow us to continuously evaluate these KPIs and thus facilitate the management of all channels for the attention of our customers.

We have a statistics panel that will give us access to different reports in which we will find, in addition to other relevant data, all the indicators mentioned in our article. 

We can access these reports as often as we need, either to obtain annual, quarterly, monthly or even daily results, to facilitate the strategic planning of our company’s processes at any time.

If you want to know more about our services, do not hesitate to contact us. We will advise you so that you have the best tools for analyzing your customer service.

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