Every company has to think proactively about customer service. Past successes certainly indicate the potential for future excellence but the same strategies that worked in the past should serve as a foundation, not a finial. Gauging customer satisfaction can be challenging, so using metrics becomes very important. Metrics provide analysts with data sets that can be observed, measured, and tracked to provide insight into customer service results over a long period of time. With the help of this information managers and directors can increase sales and increase revenue by fine tuning the service experience.
There are potentially dozens of metrics that might be used to gauge customer experience. Of all the metrics your analysists choose to look at, these should be included:
- Overall customer satisfaction
- Likelihood of recommending to others
- Likelihood of purchasing again
Each of these metrics provides valuable insight into various stages of the sales funnel and the customer experience in totality. Perhaps most importantly, these metrics also provide accurate forecasts regarding future customer behavior.
Measuring the likelihood of product or service recommendation and of repeat purchases can provide analysts with information about how to reach out and establish meaningful long-term engagement. An indication of interest at the end of the initial service experience or buying process can offer customer service representatives an avenue for follow-up. Furthermore, the type of subsequent engagement can also be fine-tuned with the help of these and similar metrics.
Customer satisfaction surveys are among the most commonly used means of gathering data. While the response rate of these surveys can depend on numerous factors, the information yielded tends to be highly accurate.
Utilizing information collecting tools such as CSAT (customer satisfaction score) or NPS (net promotor score) are increasingly common across industries. Both attempt to measure some of the essential metrics outlined above. These tools will help companies collect meaningful data and increase revenue and increase sales over the long term.