Data has become an indispensable element of business analytics. You probably know dozens of various support metrics that can improve the bottom line. Yet trying to keep track of everything means tracking nothing. When there’s too much information, you, as well as your team will drown in charts and graphs; and you’ll be left with more questions than answers.
Thus, it is essential to define which metrics can help cast the way to maximize the potential of customer support and overall business development.
Where to Start
The formula is simple: any metric you want to monitor should be meaningful and tied back to your goals. For instance, if you want your support team to become more responsive then keep an eye on the First Response Time.
Also, bear in mind that numbers alone are usually deprived of the meaning. You have to dig deeper to get to the root of the problem or make use of the data. For instance, go through additional reports, review workflows, conduct surveys, etc.
Top 5 Relevant Customer Support Metrics
Every business is a unique ecosystem. Two companies working in the same niche can track and benefit different metrics. However, there are a few aspects of customer support that every business should monitor.
#1 First Response time
Customer expectations keep sweeping changes, and today prompt replies are more of a standard rather than a pleasant bonus. Here's what stats say on this matter:
- 53% of users are ready to wait 3 minutes for a support agent on the phone,
- 24-48 hours for an email reply may result in ending business with you,
- 32% wait for a response within half an hour, and 42% within an hour on social media.
Without a doubt, the first reply should be fast. Contrary to popular belief, many customers prefer getting a quick but less helpful response, rather than delayed but in-depth. For instance, sending an auto-reply to let the customer know that you receive their message is a great place to start.
#2 Ticket volume
Among all customer support metrics, ticket volume is one the most interesting and insightful. First of, because it helps unveil the weak spots of your product/service. The problems that customers face show how they use the product and what causes confusion. To track these friction spots, leverage the power of tags.
Another thing that ticket volume can help define is when your support team gets the most or the least requests. Analyzing this metric in a context will also help you understand what causes the peaks and downs. Using this information you can better plan further upgrades or feature releases, improve knowledge management, as well as decide whether your support team needs more members.
#3 Replies per ticket
Ideally, it should take as few interactions as possible to resolve a problem. Customers want and value the fast issue fixing. Bear in mind that some cases will take longer to resolve and that’s normal. But together with your team you can develop a strategy to solve issues faster. Tracking the number of replies per ticket can tell you the following:
- If and which agents are asking the wrong questions or take the wrong approach.
- Which agents have already developed their style and can share their knowledge with others..
- How many replies on average it takes to close the ticket.
#4 Resolution rate
Resolution rate represents the effectiveness of your support team and just like replies per ticket helps detect the flaws in the workflow. High resolution rate tells that the agents do the right things as well as do them right to close cases. If the rate is low or dropping then you may need to investigate why it takes longer to solve the problem or which parts of your product/website cause trouble and take up team’s time.
#5 Customer satisfaction
What happens once the ticket is closed? Do you just archive and forget about it? Every resolved ticket should end with a brief survey that would allow customers to rate their experience. Not only it gives you valuable insights but it also shows that you care and strive to improve. Another place to go to look for feedback is social networks. People often share their good and bad experience with companies on social networks, so keep this channel in check and react to what customers say about you.
Make Use of Meaningful Data
Modern help desk systems offer a rich set of analytics, so there is no shortage of data. Your task is to filter the options and choose the ones that will deliver actionable insights and maximize the potential of your team.