The Key to Preparing High-End Customer Metrics

Customer satisfaction has always been one of the primary goals of any business or enterprise. This is because without achieving this goal, it would surely be difficult to achieve the goal of overall success. And if you want to achieve this goal, then it becomes a must to measure customer service performance. After all, how would you know if what you are doing is indeed correct if you do not measure performance in the first place? More importantly, how do you determine the areas that need improving if you do not measure performance? It is because of this that customer metrics have been allotted quite the importance by companies across all industries.

However, there is that unfortunate case where companies think that it is all right to separate customer service metrics from other metrics that have influence on customer service as well. This should not be done, but this is actually a frequent error already. To illustrate this, let us look at the typical call center as an example. Call centers usually measure their agents’ performance level in terms of the number of calls and issues agents can resolve for their customers. You cannot really measure customer service without this portion included in the metrics now, can you? This is why pairing is important when you want to measure customer service.

Another point to remember is that there are many factors to consider when trying to measure customer service accurately. Going back to the call center example, let us say that you have an agent who averages at 60 calls per workday, and this is the highest figure that has ever been reached by an agent. This should mean that the agent is also doing well in terms of customer satisfaction and customer service, right? Wrong.

This is not a strong indication of that at all. The agent may have the ability to manage his time and answer as many calls in a single shift, but who is to say that all of these calls are indeed satisfactory in the eyes of the customer? Some of them may think that the agent is a bit too rushed in his attempts to resolve the issues at hand. Some may even feel a bit neglected because the agent does not spend that much time into the call. Similarly, just because an agent spends longer minutes into a call does not mean that customer service and satisfaction is achieved. There are really so many factors at play here.

With all the factors playing in the game, just how do you decide which metrics to use then? The key to remember here is to be the customer – to put yourself in the shoes of your customers. Just how would you want to be treated if you were in the customer’s place? Would you want your call to be rushed? Or would you want a speedy call with a ready solution presented to you? All of these have to be considered and the right mix needs to be meshed to ensure that the appropriate customer metrics are laid in place.