In many companies, there is much discussion about great customer service, but that discussion rarely translates into action. When it comes to your online customer service, the only way to know if you are actually succeeding in keeping your customers happy is by tracking real metrics and communicating directly with your customers to learn about their experience.


There are a variety of ways that online customer service can be measured. The speed of your responses and the number of interactions that it takes to resolve a customer question through either chat or email are both quantitative measurements that can be used. The use of CRM software allows you to track longer-term metrics as well, such as the number of inquiries that a customer places over the course of twelve months, indicating that previous resolutions were inadequate. The good news is that once you have decided which metrics you are going to track, you can inform your team members and set goals. Once you make employees aware of these goals, they will become more aware of how they can help improve results.


While CRM and quantitative metrics can give you an indicator of how things are getting done, they are only a small piece of the bigger picture. You also need to hear the voice of the customers and get their take on things. A short online survey can tell you whether customers feel like they received timely answers to their queries, along with the accuracy of the assistance they received. This is a qualitative review of how well your team is doing and can help identify any weak links in your process and team.


After you have identified the parts of your online customer service that matter most and how you intend to address them, you have an opportunity to incentivize your service with rewards for your team. While awareness of the objectives will certainly make a difference in your overall service scores, giving your team members a chance to earn a bonus or other prizes can help push your numbers over the top.

The most important thing to remember about improving your online customer service is that you need to have a solid idea of what you are actually measuring and how those numbers actually translate into better customer relationships. It is not enough to depend on short response times to tell you how many customers you are serving if the customers are not satisfied by the end of the call. Taking into account both the CRM data and the data gathered directly from customers, you can direct your employees towards better results.


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