How to measure the success of your CX and operations teams to ensure ultimate customer satisfaction
Resolution Time or Average Handling Times (AHT)
The average handling/re)solution times of your CX and Customer Support Teams is a key indicator of how efficiently they are working. Bear in mind, a longer response time does not necessarily signal a problem. Some first contact resolutions, where the customer issue is resolved in a single interaction, may take longer to clear up, as these cases are often more complex. And some customers – especially customers who have encountered the same issue multiple times – may have raised expectations when it comes to response time because of their past experience with your company.
However, if you find that the same specific issues are taking longer than average to solve, this might suggest you need to invest in new tools or training for your team to help improve their understanding, efficiency, and handling times.
First Response Time (FRT)
First Response Time (also called First Contact Resolution Time) is how long it takes for your team to respond to a customer inquiry or issue. In today’s fast-paced consumer market, there’s a culture of immediacy; customers expect an accelerated and personalized service to be available to them 24/7. As such, you should be aiming for a FRT of less than 24 hours.
You can improve your response time by automating initial contact, using bots with canned responses etc. You can also use workflow automation to ensure agents are following up with customers at every appropriate stage.
Find out more about how you can improve your customer experience through tech automation and integration here.
Customer Satisfaction Rating
Sometimes, things go wrong. People almost expect them to. So, often, it’s not the problem itself but how you and your team respond to it that counts. If a customer encounters an issue with your product or service, you want them to be satisfied by the time it's resolved. Your Customer Satisfaction Rating is a measure of how impressed your customers are with the support they receive from your team. Your CSR score can then be used to assess the efficacy of your agents when handling queries from customers.
Customer satisfaction is often measured on a scale from 1 (Very Dissatisfied) to 10 (Very Satisfied), although some companies use a 1-5 scale instead. Whichever scale you employ, standardize data collection across your organization; ensure representatives close each interaction by asking for a CSR score on the same scale. This will make customer responses easier to quantify.
Net Promoter Score (NPS)
An NPS survey is another means of evaluating how happy your customers are with the service they’ve received from you, based on how likely they are to recommend your company, product, or service to others. A standard question in these surveys is, “How likely are you to recommend Fin?”, on a scale from 0 (Not At All Likely) to 10 (Extremely Likely). Customers who respond with 9 or 10 are considered promoters, 7 or 8 as passives, and 0-6 as destructors. The percentage of promoters minus the percentage of detractors gives you your NPS.
Your Net Promoter Score is a good insight to track as it helps you measure customer satisfaction levels over a period of time. If you’re given a low rating, or your scores start to drop, that’s when it’s time to reevaluate your processes for improved customer satisfaction and company growth.
Volume of Customers with Multiple Support Issues
This metric can be broken down into three main measurable variables:
1. Number of customers with multiple support issues. This is a measure of customer retention. If your customer retention numbers are low, you are likely to have a higher volume of customers who need repeat assistance from your support team. Greater customer retention, therefore, equals fewer repeat tickets.
2. Ticket resolutions by channel. The best way to determine which channels are being used most effectively by your support agents (and, in turn, which processes could do with improvement) is to analyze the number of tickets getting resolved through each channel.
3. Tickets created per month. Tracking the number of tickets created per month will help you develop short- and long-term strategies for improving customer retention. A steady increase in ticket volume may indicate that your company is growing or there’s been a change in the overall quality of your product/service.
Slow internet speeds can have a significant negative effect on your AHT. With many CX teams working remotely – and predicted to continue to work from home/on a hybrid basis – you may be reliant on the speed and quality of your individual agents’ home network connections. While there’s not much you can do to change this, you can ensure the software and hardware you’re using is up to the job by tracking the loading time of sites and applications. Identifying slow or underperforming apps can help you to improve your AHT, customer satisfaction, and agent happiness.
How Fin Can Help
Our Work Insights Platform reveals how agents work across applications, enabling better coaching, processes, and technology, leading to more empowered teams that delight customers.
Drawing on tens of millions of hours of real-world data collected by the Works Insight Platform, we published. our CX Insider Report: Customer Operations Benchmarks for 2022. Download your ebook to learn benchmarks for key metrics, including AHT and loading times, and best practices to boost agent productivity and your overall customer satisfaction rating.
Or, book your free demo with Fin to find out how you can improve the efficiency of your CX and customer operations teams across thousands of SaaS applications.