Put systems in place to assess your performance in areas which affect your customers' satisfaction levels. Identify Key Performance Indicators (KPIs) which reflect how well you're responding to your customers' expectations.
Key metrics for measuring customer service
To monitor satisfaction levels, you could track:
- sales renewal rates
- the number of queries or complaints about your products or services
- the number of complaints about your employees
- the number of damaged or faulty goods returned
- average order-fulfilment times
- the number of contacts with a customer each month
- the volume of marketing material sent out and responses generated
- time taken from order to delivery
Your customers and employees can tell you which KPIs best reflect key customer service areas in your business. Consider the service your customers would like to see when choosing what to measure.
There are important areas of customer service which are more difficult to measure. These involve ‘qualitative’ information such as customer opinions and feelings. Many of these are human factors such as a receptionist's telephone manner or a salesperson's conduct while visiting clients. In these areas it's crucial that you get feedback from your customers about their thoughts on your customer service.
Useful ways of gauging how customers perceive your business' include:
- customer surveys
- focus groups
- feedback programme
- phone calls to key customers