Keep track of all of your important key performance indicators with your own Data Dashboard!

When it comes to customer service, you don’t want to find your company on this list. Instead, you want your company to be the Amazon or Zappos of your industry. Providing customer service is one thing. Providing a high level of customer service is another thing entirely.

How to Improve Customer Service

If you go down the wrong path, if your customer service experience is not up to par, it can begin to eat away at your customer base. By setting and keeping an eye on customer service KPIs, it is easy to track every customer service related detail. Subsequently, if something needs attention, you can make the necessary changes without delay. At this point, you may have one important question on your mind: which key performance indicators deserve your attention? Here is a list of the most important:

Top Customer Support Requests

What type of service are your customers looking for? What do they have the most trouble with?

Implement a system for keeping track of every support request your company receives. These typically come via:

  • Phone
  • Email
  • Live Chat

In addition to a running total of the top 10, make note of the most common support requests per type. For example, people may call when they have a billing question but are more inclined to use live chat to discuss a technology related issue.

Note: as you adjust your approach, and fix issues or processes, your top 10 support requests should change. The more you keep an eye on these categories of issues the more you fix and they go away

Image: Zendesk

Getting a handle on how many urgent priority tickets you get is important and drilling down into what the issues are is critical to awesome customer satisfaction.

FAQ or Knowledgebase Visits

If you don’t have a knowledgebase section on your website, you are missing an opportunity to provide your audience with better customer service.

Once this is in place, use your analytics tool(s) like Google Analytics to track how many people visit the page. Track these KPIs:

  • How many people visit the knowledgebase every day? Every month?
  • Which sections of the knowledgebase are visited the most? This might indicate you have a problem with that part of your business and it might need your attention.
  • What pages are these people coming from?
  • What pages do they click on to leave the knowledgebase?

A focus on statistics related to your knowledgebase will open your eyes as to whether or not people are interested in online support. Furthermore, it can help you pinpoint which problems are most common.

Tip: a comprehensive knowledgebase can provide a do-it-yourself fix for many problems. This will free up time for your customer service team which could be another customer support KPI to track.

Image: Zendesk

Tracking what articles are being viewed over time is important, it could show you a deficiency you need to fix, now!

Email Response Time

Just because somebody contacts a company for email support does not mean it is any less urgent. Would you want to wait a couple days for a response to an important question? Of course not.

Email support may not be as prompt as phone support, but it should be tracked in the same manner.

There is only one question that matters: what is the average email response time? Strive for minutes and hours, not days or weeks.

Image: Zendesk

Try to get your email reply time to an all-time low. Then you’ll see your satisfaction rates soar!

Number of Phone Calls, Emails, and Live Chats

Even if your company offers a short wait time, compared to the competition, it doesn’t mean that everything is good. In fact, there could be a very big problem. You could be receiving more customer support phone calls than the competition, which signifies some type of issue with your product and/or service.

Track the following key performance indicators:

  • Number of phone calls per day.
  • Number of phone calls per week.
  • Number of phone calls per month.
  • Number of phone calls per year.

Along with the above, focus on these metrics:

  • Days on which the most requests are received.
  • Time at which call volume, email, and live chat request reach its peak.

These customer support KPIs can help ensure you have enough people on staff to handle the volume, thus cutting back on wait time complaints. Just the same as phone calls, you can track the same details in relation to emails and live chat.

Tip: pay close attention to the volume of phone calls, emails, and live chats. If you find that you receive more emails than phone calls, for example, you can dedicate more time to this part of the customer service experience.

Customer satisfaction levels drop off after 1.5 minutes of waiting then again after 2!

Phone Wait Time

Is there anything worse than contacting a company for support, just to find yourself on hold for an extended period of time? This can be frustrating on many levels, often leading to the customer hanging up and doing one of three things (none of which are good):

  • Remaining angry with your company.
  • Contemplating making a change to a competitor.
  • Bad-mouthing your company on social media.

It is a necessity to track the average phone wait time for customers calling for support. In a perfect world, your customers will never have to wait to speak with a live representative. While this may not be achievable, don’t shy away from setting goals and striving to reach them.

Tracking the Phone Wait Time customer support KPI will be directly related to how much staff you have at given parts of the day and how many calls you get hour by hour throughout the day. You may find that most of your calls come in between 11-2 and then falls off from 2pm – 8am the following day. Tracking this KPI will help with smart staffing. Regardless of company size or industry, a shorter phone wait time is always better.

Image: Zendesk

Don’t keep your callers waiting! Monitoring the average wait time also correlates with people hanging up or sticking around. Make it a great experience.

Final Thoughts

There are companies that dedicate a massive amount of resources to providing the best possible customer service. Conversely, there are companies that overlook the importance of customer service and the way it impacts their business. By tracking the above key performance indicators, achieving success in this area is a goal your company can reach.

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Start Tracking & Acting on KPIs for Your Business

Not sure where to start? We've got you covered! Below is a series of in-depth KPI guides that are sure to set you on the right course.

Customer Service KPI Guide

Providing a high level of customer service is vital to your business. Learn how to set and keep an eye on your customer service KPIs

Social Media KPI Guide

Know what to track, how to track it, and the best way to review results across most of the social networks including Facebook, LinkedIn, Twitter, Instagram, Pinterest, and more!

Marketing KPI Guide

Once you create a marketing plan, it is time to carry it out. Track the following marketing key performance indicators to ensure that you don’t miss a single detail.

Sales KPI Guide

From inside sales to outside sales, success doesn’t always come easy. Use these sales key performance indicators to track progress and achieve your desired results.

Web Analytics KPI Guide

Regardless of your current web presence and related goals, These are the web analytics key performance indicators that require your attention.

Build dashboards with these applications and more!