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How to Prepare for Gathering Customer Service Metrics

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  • 0:03 Customer Service Metrics
  • 0:41 Background Information
  • 1:27 Types of Metrics
  • 2:44 Planning and Gathering Metrics
  • 4:25 Lesson Summary
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Lesson Transcript
Instructor: Allison Tanner
This lesson will help you prepare when gathering customer service metrics. You'll learn to consider the types of metrics available to you and how to determine what you want to measure.

Customer Service Metrics

Imagine you lead a small team of expert customer service representatives. You've headed the development of several new customer service strategies, including using email for marketing and responding to customer inquiries. Now you've been presented with a new task: evaluating the effectiveness of these programs. To do so, you need to gather customer service metrics, or measures of things related to customer service, such as customer experiences and satisfaction. You ask Nick, a long-time employee, to help you decide which aspects of your program you might want to measure.

Background Information

Your first step is to talk with Nick about his day-to-day experiences in the office. Nick tells you he averages 50 customer service emails a day. Sometimes he is able to answer the customers' questions or concerns in the first email. Other times, it takes more than one try. Nick also tells you that he occasionally gets thank you emails from the customers. In rare cases he receives angry responses, and the process to meeting the customer's need becomes more challenging. Finally, Nick tells you that during the busy season he puts in an average of 60 hours a week. This is 20 hours of overtime pay. This information from Nick has been really useful. You now feel like you have an idea of what types of metrics you might want to gather.

Types of Metrics

As you think about your conversation with Nick, you realize that there are three important things that you could measure in relation to your email response program: effectiveness, operational cost, and customer experience.

  • Effectiveness refers to the quality of service. If Nick is receiving 20 'thank-you' responses and only 1 angry response for every 50 customer service emails he answers, chances are the procedures he's using are highly effective. You might also want to count how many interactions there are between Nick and a single respondent. If on average Nick fully answers the customer's question in the first email, this could be a good sign.

  • Operational cost is how much it costs the company to resolve customers' questions or problems. Every time Nick has to work overtime, it's costing your company extra money. Also, the customer service processes you've created require some training. This is an additional expense to the company as well.

  • Customer experience measures whether the customer was happy with the response and how they felt following the interaction. Does the customer continue to shop with you? Were they satisfied with Nick's responses to their questions or concerns?

Planning and Gathering Metrics

After you've considered what you can measure, you need to meet with your company's strategic planning team to decide what you want to measure. This team will identify how the information you gather will meet the needs of the company.

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