Categories Articles, Service

When it comes to measuring customer service performance, many organizations rely on customer surveys to gauge their success.

Yes, surveys are solid indicators of customer satisfaction. However, there are other customer service metrics that help you get a deeper understanding of your team’s efficiency and effectiveness. The best customer service teams, like Zappos, care about metrics. They recognize that quantifying their efforts is the best way to maximize their potential.

There isn’t one metric to rule them all. Rather, it’s essential to track multiple customer service metrics to get a clear view of your team’s strengths and weaknesses.

Here, you will learn all about which metrics you should be measuring, and why.

We divided these customer service metrics into four different categories:

  • Rep Activity
  • Team Efficiency
  • Churn Prevention
  • Product Development

*Bear in mind that some metrics are featured in multiple categories, but with different pivots.

(For even more information on customer service metrics, read our FREE eBook: The Right Metrics for Your Customer Service Team.)

 

Rep Activity Metrics

Without looking at the numbers, it’s difficult to know which reps are underperforming. You may intuitively know who your best reps are, but do you know what makes them great? By tracking the activity of each rep with customer service metrics, you can easily identify your top performers and weak links.

So, if you want to know how individual reps are performing, look at each employee’s:

Open Cases → the number of open cases awaiting a response, segmented by time of last response

  • What it tells you: How many open cases does each employee have?
  • Ask yourself: Which reps are allowing cases to fall through the cracks?

Service Activities → the number of activities performed, segmented by activity type

  • What it tells you: How much work is each rep doing?
  • Ask yourself: Does the amount of work each rep is doing align with the number of cases they’re closing?

Resolutions → the number of cases resolved and the average number activities performed to resolve a case

  • What it tells you: How much effort does it take each rep to resolve a case?
  • Ask yourself: Who is able to resolve cases most efficiently?

Time to Resolution → the average amount of time it takes to resolve a case, segmented by stage

  • What it tells you: How long does it take each rep to close a case?
  • Ask yourself: Who takes the most time to resolve a case?

First Response Time → the average amount of time it takes to respond to a case after it’s submitted by a customer

  • What it tells you: How long does it take each rep to respond to a case?
  • Ask yourself: Is everyone hitting your SLA?

first response time screenshot

Backlog → the number of cases opened compared to the number of cases closed

  • What it tells you: How is the workload distributed?
  • Ask yourself: Is each rep closing all of the cases they open?

Click Here to Read our eBook on Customer Service Metrics »

Team Efficiency Metrics

Customer service is a team sport. In order to retain customers and resolve their problems quickly and effectively, your team needs to work together. Tracking the right customer service metrics will allow you to pinpoint areas where you are struggling. Once you know exactly what’s slowing down your team, it’s up to you to rev the engine and speed things up.

So, to discover how you can make your team more efficient, look at:

Service Activities → the number of activities performed by your team, segmented by activity type

  • What it tells you: How much work is your team doing?
  • Ask yourself: Does the amount of work you’re doing align with the number of cases you’re closing?

Resolutions → the number of cases resolved

  • What it tells you: How many cases is your team able to resolve?
  • Ask yourself: Do you resolve more cases when there are fewer activities per case?

Time to Resolution → the average amount of time it takes to resolve a case, segmented by stage

  • What it tells you: How long does it take your team to resolve a case?
  • Ask yourself: Is your team resolving cases faster over time?

Handle Time → the average amount of time spent working on a case before resolving it

  • What it tells you: How many person-hours does it take to resolve a case?
  • Ask yourself: Is your team able to resolve cases more efficiently over time?

handle time screenshot

First Response Time → the average amount of time it takes to respond to a case after it’s been submitted

  • What it tells you: How long does it take your team to respond to customers?
  • Ask yourself: Are you hitting your SLA?

first response time screenshot

First Contact Resolution → the percentage of cases resolved in one response to a customer

  • What it tells you: How often does your team resolve cases in a single response?
  • Ask yourself: Do your customers frequently have complex issues?

first contact resolution screenshot

Submissions → the number of new cases submitted by customers, segmented by channel

  • What it tells you: Is the number of submissions increasing over time?
  • Ask yourself: Do you have enough reps on your team?

Submissions By Time Period → the number of new cases submitted by customers, broken down by period of time and segmented by channel

  • What it tells you: When do customers submit the most cases?
  • Ask yourself: Should you optimize your shift rotations to be prepared for demand?

submissions by time period screenshot

Backlog Inflow/Outflow → the number of cases submitted compared to the numbers of cases closed

  • What it tells you: Is your backlog growing or shrinking?
  • Ask yourself: Do you need to hire more reps?

backlog inflow/outflow screenshot

Discover the Power of Customer Service Metrics »

Churn Prevention Metrics

The ultimate goal of each customer service team is to retain customers. By tracking the right customer service metrics, you can get a deep understanding of the customer experience. This will help you gauge which customers are happy with your service and which ones are at risk of churning. Once you have this information, you can work towards improving the overall customer experience and check in with specific customers who may be tempted to leave your business.

To find out whether or not customers are happy with your service, check out:

Open Cases By Created Date → individual cases displayed by created date, factoring in effort level and time of last response

  • What it tells you: Which open cases have the highest account value?
  • Ask yourself: Which cases should be prioritized?

open cases by created date screenshot

Account Summary → account displayed by number of case submissions and account value

  • What it tells you: Who are your most active accounts?
  • Ask yourself: Which accounts are at risk of churning?

account summary screenshot

Churn Rate → the percentage of customers, or total number of customers, that have stopped doing business with you

  • What it tells you: How many customers have stopped doing business with you?
  • Ask yourself: Are you retaining enough customers to grow sustainably?

churn rate screenshot

Customer Satisfaction Score → a measure of how satisfied your customers are with your service, expressed as a percentage

  • What it tells you: Are most customers satisfied with your service?
  • Ask yourself: Which customers are not satisfied with your service?

Net Promoter Score → a measure of how likely your customers are to recommend your business to a friend or colleague, expressed as a percentage

  • What it tells you: How likely are your customers to promote your business?
  • Ask yourself: Which customers are at risk of churning?

net promoter score screenshot

Customer Effort Score → a measure of the amount of effort customers expend when they interact with customer service

  • What it tells you: How hard to customers have to try in order to have their problems resolved?
  • Ask yourself: Are customers likely to purchase from you again and/or increase their spending?

Learn How to Use Customer Service Metrics to Make Customers Happy »

Product Development Metrics

Customer service is a gold mine for product feedback. You receive feedback from customers on a daily basis, so you know best what areas of the product are causing problems for customers. Analyzing customer service metrics will allow you to explain the exact impact that product areas are having not only on your customers, but also on your team. This will allow you to provide your product team with data to show which product areas need to be improved.

If you want to know how your product can be improved, analyze the following metrics by reason:

First Contact Resolution → the percentage of cases resolved in one response, broken down by reason

  • What it tells you: Which product areas are causing problems that are resolved easily?
  • Ask yourself: Which product areas are hindering the efficiency of your team?

Time to Resolution → the average amount of time it takes your team to resolve a case, broken down by reason and segmented by stage

  • What it tells you: Which product areas cause problems that take a long time to resolve?
  • Ask yourself: Which product areas are costing your team the most time?

time to resolution screenshot

Resolutions → the number of cases resolved and the average number of activities performed to resolve those cases, broken down by reason

  • What it tells you: Which product areas cause the most problems for customers?
  • Ask yourself: Which product areas cause problems that take require the most effort to resolve?

Backlog → the number of cases submitted compared to the number of cases resolved, broken down by reason

  • What it tells you: Which product areas cause problems that are clogging your backlog?
  • Ask yourself: Which product areas need to be improved to prevent backlog from piling up?

The only way you can truly maximize the performance of your customer service team is by tracking metrics and making data-driven decisions. Stop wondering what you could be doing better. Analyze your metrics and find out today. Your customers will thank you later.

 

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Collin Burke
Collin is a Marketing Associate at InsightSquared. He studied anthropology and geology at Bowdoin College before starting his marketing career. Follow him on Twitter @CollinABurke.
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Showing 4 comments
  • Martin Sumichrast

    This is a very insightful article.You have explained very well about the customer service metrics. Thanks for the great source of information.

  • Amar Tejaswi

    Very insightful and detailed. I have a much smaller list comprising of some basic Customer Support metrics but I have also added their benchmarks for the SaaS industry. Like, how much should the average time to first response actually be and so forth.
    http://academy.whatfix.com/customer-support-metrics-benchmarks/

  • ste weaver

    six months and then it could be year’s Google account hijacked no customer service provider for the victimised of a cyber attacks I’ve been ridiculed and the other members of this society are so naive about this potential life destroying crime and I am going to be a thorn in the side of this bully if I have to fly to America and knock on Googls door

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