Tracking customer journeys' success: customer service KPIs and metrics

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The advantages and benefits of implementing customer experience and customer journeys as pillars of your business strategy are countless.

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By orienting not only your marketing initiatives towards delivering to your target audience a superior experience, throughout their journeys but to restructure your overall organization and strategic goals around these approaches, your company is secured in profiting from several improvements. Whether those are in terms of marketing ROI, increased sales, and revenues, or most importantly, customer loyalty and engagement, there is a crucial process to be implemented within your company.

Arranging strategic goals, having specific operational units dedicated to customer experience, or experience design, and structuring a marketing plan that revolves around customers’ journeys across channels might, in fact, not being enough, especially if your company neglect to grasp more practical insights on the initiatives’ performance. In order to estimate and establish your marketing efforts’ efficiency and effectiveness, besides how much they effectively resonate with your customer, your company would need to constantly measure and monitor customers’ journey progresses.

Therefore, designing a measurement system that aligns and integrate data about your customers’ journeys is a crucial part of the equation. In order to create value for your customers, that would ultimately impact on your business’ outcomes, your company will intuitively require to monitor and track customers’ journey performance. Hence, the role of KPIs play cannot be neglected or underestimated, especially when it comes to customer services metrics. Customer service is the source of the most relevant primary data, and from their analysis, your business will elaborate and get access to the measure of your customers’ direct interaction with the company. This, in turn, implies that your organization will develop the ability to measure experience at a journey level. Instead of limiting your business to consider the customers’ overall satisfaction, monitoring the customers’ journey on several perspectives, would entail the opportunity to foster more aware and informed initiatives, ultimately providing constant room for improvements.

Improving customer journeys: 5 customer service KPIs to be monitored:

Among the several customer service metrics that your business could start monitor to verify your current customer journey’s performance, or to test new initiatives, the following are recommended:

1. Average Resolution Time

It states the time it would take to solve customers’ inquiries. Customers expect immediate solutions to their problems, growing unsatisfied the longer it takes to solve them. Given that customer journeys heavily rely on positive interactions at every touchpoint, having small average resolution time is imperative.

2. Self-service Rate

Another peculiar trait of today’s consumers is that they tend to prefer solving problems on their own, rather than spending time waiting on hold on traditional services. Therefore, it is crucial to provide them with self-help options, and offer a variety of channels to be rated: FAQs, demos, chat-bots that automate simple interactions, etc.

3. Average Response Time

It measures the time it would take to manage phone calls, chats, emails, and other interactions. Customers expect faster services not only when it comes to resolving their own issues, but more generally as the whole inquiry management. Thus, the time it takes to solve an issue has to be related to all interactions with your customers.

4. First Call Resolution

An indicator of the efficiency of solving your customers’ issues on their first interaction with your customer service. It also implicitly states how good are the business’ agents to handle and solve the problems. Offering immediate solutions, without transferring the inquiry or having to re-address the issue again, positively impacts customers’ experience.

5. Number of Issues

By monitoring this indicator you will be able to track the most common issues as they emerge, and opting to processes to solve it by providing self-help options, dedicating more agents for a specific inquiry, or educate your support team on how to solve the issue on a first call basis. Generally, this metric will allow your business to provide improved customer services.

In a nutshell, monitoring such KPIs and tracking those metrics would grant your business in setting positive customer experiences and journeys, as it lays the foundation for establishing long-lasting relationships, while also providing your business with constant room for improvements.