Utilizing Metrics to Improve Operations and the Customer ExperienceCustomer Service Training Resource
April 10, 2013 — 1,313 views
Companies that engage with their customers thrive in the industry among competitors who work on their own. Businesses have embraced the voice of the customer to help them lead in a race to be industry’s first in delivering best performance and customer service. It is true that collection and analysis of customer feedback allows a company to improve its process and operations. However, not many companies know how to extract the best out of customer metrics.
Metrics do not frequent in Marketing Strategies
Customer metrics are not just numbers on a paper, derived from an analysis of customer feedback. These metrics hold the key information to behavioral science related to customers. These metrics can be used to decipher what customers like, dislike, require, want, and their personal attitude towards the companies. It tells companies whether or not a customer will promote the products and services endorsed, and reasons behind their opinions.
There are different kinds of metrics that companies follow to assess the behavioral characteristics of customers which features a major role in overall customer experience. Each method of analyzing metrics has its own approach of determining the various types of loyalty a customer has towards a company. Loyalty is the chief quality that advocates the quality of customer service, and helps in improving measures to enhance the customer experience.
Chief Metrics to Measure Customer Service Quality
Formality or not, all companies do take inputs from customers about their quality of service, products, operations, process, and more. Some metrics are very important in measuring the quality of customer experience as they can help extensively in enhancing customer service and in the growth of the company. Customer retention, increase in purchase of products, and promoting brand depends on three main types of metrics – quality, finance, and operations.
- The quality metrics include information derived from analyzing customer satisfaction in service, product quality, response time, response quality, problem resolution, and effectiveness of service. All this should be included in regular surveys. It can determine customer retention.
- Finance metrics can provide information on gross revenue, expenditure on employees per hour devoted towards customer service, expenses involved in resolving each problem, and total costs for training employees in the customer service division.
- The metrics for operation can provide clarity on the volume of disgruntled customers, cause of dissatisfaction, handling time, average holding time, average talk time, volume of an incident, resolution of a problem on first contact, promptness of problem resolution, and issue escalation rate.
These metrics can determine the strengths and weaknesses of an organization, and gives insights to the problems of a customer. It helps companies to view things from the perspective of a customer and use this to improve customer experience. Behavioral psychology which has played a major role in enhancing customer experience, metrics derived from the voice of a customer, and other processes help any organization to overcome barriers between themselves and customers to build stronger relationships.
Companies that measure the right metrics have deeper knowledge into the characteristics and behavior of their customers. This can be used to gain advantage over other organizations, and incorporate measures to improve customer service that can lead to an increase in customer retention, sales, and brand development.