Customer service is perhaps the most pressing concern for any business today. Customers are demanding more and more, and most of them will jump ship if they think they’ll be treated better elsewhere. Offering up a great customer experience is no longer a nicety; it’s a necessity, and there’s stiff competition to deliver the best.
That might be the best argument for why you need to monitor your customer service metrics. There are plenty of reasons firms should keep an eye on their measurements, however.
You Measure Everything Else
You measure your sales. You measure employee engagement and employee turnover. You measure the success of your marketing efforts. So why would you treat customer service any differently?
Think about why you measure those other aspects of your organization. Chances are you’re looking for some insight into your business. You’re looking to improve.
What You Do Well
One of the first things customer service metrics can tell you is what you’re already doing well. Much like you measure sales or the effectiveness of a marketing campaign, a metric for customer service can tell you what’s working. As a business owner, you want to know that!
When you know what’s working, or what you’re doing well in customer service, you can shift your energy to those areas where things aren’t going as smoothly. Furthermore, you can also dig a little deeper and explore why something you’re doing is working very well.
Knowing what you do well allows you to capitalize on it; if you know you deliver a great website experience for your customers, you can use that to your advantage.
What You’re Doing Wrong
Customer service metrics also give insight into what’s not working in your customer service efforts. Are customers spending lots of time on the phone and hanging up dissatisfied? Do customers avoid walking into a store because they think the sales people will accost them and pressure them to buy something?
If you don’t measure customer service, you’ll never know what you’re doing wrong. Your customers might take flight for another company, or they might simply complain about your customer service, and you’ll never know why. With customer service metrics, you can see what’s working and what’s not.
Once you have measurements in hand, you can create a strategic plan to deliver better customer service. Knowing what you’re doing well and what’s not working allows you to focus your energies on those areas that need improvement. Even when you’re doing something well, you might choose to create goals to ensure consistent performance along a particular measurement.
Why is having a strategic plan so important? Without a plan and without the insight of your customer service metrics, you could try improving your service efforts—but you’d likely have to guess at what was wrong and how to fix it. Companies waste time and money trying to fix things that aren’t broken and implementing costly, yet ineffective, solutions to the problems they think they have.
Instead, use customer service metrics to pinpoint issues and seek out effective solutions.
Delivering Better Service
You can’t fix something if you don’t know it’s broken in the first place; this old saying holds true for your customer service. You might think the service you’re delivering is above average, but your customers might disagree. Yet you may never know it, as only a handful of customers will ever actually complain—and it’s easy enough to think they’re simply being overdramatic or too demanding.
Customer service metrics show you the larger picture, clearly demonstrating the next steps your firm needs to take to deliver truly exceptional service for your valued customers.