Nowadays customer service softwares, like Zendesk, collect more and more data on customers and also customer service agents. But what you should do all of this data? You can’t just to quantify and measure your efforts – you must do something worthwhile with the data and always be thinking about how to make the most out of your data. Zendesk recently organized “Raising the Bar” webinar where Cyrus Dorosti, Support Director at Optimizely, had a great quote: “It’s not about which metric you use, but how you use it.”
This is especially true in customer service. There are lots of metrics that come out of customer service. All the metrics for measuring customer service are valuable, but which ones should we use to measure our success and progress on better customer experience? The three most commonly used metrics are CSAT, CES and NPS. All of these are presented in the following paragraphs.
Customer Satisfaction Score (CSAT) is the most straightforward of the customer satisfaction survey methodologies. Usually, this is calculated by asking a question, such as “How would you rate your experience?” There’s a corresponding survey scale, which can be 1 – 5, 1 – 10 or some other scale. A big strength of Customer Satisfaction Score lies in its simplicity, because of the simplicity of the Customer Satisfaction Score, it makes it easy to conduct this survey many times and at many touchpoints. For example, CSAT is good for providing real-time results about the customer’s interaction with the support agent in Zendesk.
Customer Effort Score (CES) is a metric to measure customer service satisfaction with one single question. Instead of asking how satisfied the customer was, you ask them to measure the ease of their experience on scale very difficult to very easy. CES is a simple way of measuring how customers feel about the effort it took for them to interact with your company’s service or support team. CES is a good indicator of the smoothness of a service, but it doesn’t provide any additional information about customers wishes and challenges.
The Net Promoter Score (NPS) is an index ranging from -100 to 100 that measures the willingness of customers to recommend a company’s products or services to others. Customers are surveyed on one single question: “On a scale of 0 to 10, how likely are you to recommend this company’s product or service to a friend or a colleague?” After that you arrange all the answer In the following manner: 9-10 Promoters, 7-8 Passives, 0-6 Detractors. Net Promoter Score is simply the percentage of promoters minus the percentage of detractors. NPS gives good insight in the health of your organization.It is helpful in that it can be used as motivation for employees to improve and to provide the best customer experience possible.
In conclusion, you will want to continually experiment and test all that you can, but you have to do something useful with that data. Being actionable with your findings is the best way that you can develop your organization and slowly become a customer service leader.
Source : Zendesk
Zendesk Partner in Thailand