2023 Information + Free Template

Customer support metrics allow corporations to trace their assist efforts in an on-demand, multi-platform world. Plus, okayeeping tabs in your customer support metrics is a vital approach to measure the general well being of your model. Glad prospects make repeat purchases, cut back the load in your customer support staff, and improve the attain of your model by optimistic phrase of mouth. 

Hold studying to learn the way to effectively observe buyer success and satisfaction, and assist your staff keep on prime of all issues customer support. 

Your Web Promoter Rating measures how possible your prospects are to suggest your organization to others. It’s some of the necessary buyer engagement success metrics. Solely these prospects who’re on good phrases together with your model are prone to suggest you to others.

To measure NPS, ship a brief survey to prospects after a purchase order or customer support interplay. Ask them one easy query: How possible are you to suggest the model? NPS is normally measured on a scale of 1-10, however some use a five-point scale as an alternative.

Supply: Shaw Cell textual content survey

To measure NPS, subtract your share of detractors (those that wouldn’t suggest your model) out of your promoters (those that would). Omit those that fall in “possibly” territory—these individuals are thought of “passives” and don’t impression your rating. 

NPS = Share of promoters – Share of detractors 

2. Buyer satisfaction rating (CSAT)

Like NPS, CSAT includes asking your prospects a easy survey query. Nonetheless, on this case, you simply ask them to price their expertise.

So, as an alternative of asking whether or not they’d suggest you, you’re simply asking how happy they’re with you. This is among the most respected customer support success metrics. It encapsulates the complete customer support expertise in a single response.

You’ll be able to ship an NPS survey both after a purchase order OR after a customer support interplay. For CSAT, it’s commonest to ship the survey after a customer support interplay solely. You need to use a numeric scale, or get inventive, like Reserving.com did on this CSAT survey:

Supply: Reserving.com electronic mail survey

To calculate CSAT, divide the variety of optimistic scores in your survey by the overall variety of replies. Multiply by 100 to get the proportion. 

CSAT = (Variety of optimistic scores/Variety of replies) x 100 

By the best way, Hootsuite Inbox can routinely ship CSAT surveys after every customer support interplay and routinely pull the outcomes into Hootsuite Analytics for straightforward evaluation and reporting. 

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3. Buyer effort rating (CES)

That is one other metric decided by a easy survey. At first, the survey query appears to be like similar to that for CSAT. However on this case, moderately than asking how happy the shopper is with the service, you as an alternative ask how simple it was to get the service they wanted. 

Supply: TurboTax electronic mail survey

This provides you an excellent sense of how nicely your customer support program is about up. The place CSAT measures the success of a particular interplay, CES measures the benefit of accessing assist within the first place. 

Trace: Providing prospects assist on all the channels the place they count on it’s a key approach to enhance CES. Hootsuite Inbox is a superb instrument to handle buyer assist throughout all social channels, retaining prospects completely satisfied and boosting your CES.

The components for calculating CES is identical as for CSAT—it’s simply that the survey query addresses a distinct side of buyer success. So to calculate CES, divide the variety of optimistic scores in your CES survey by the overall variety of replies. Multiply by 100 to get the proportion. 

CES = (Variety of optimistic scores/Variety of replies) x 100 

4. Assist ticket classes

For corporations that arrange their assist tickets by sort of challenge, it’s necessary to maintain tabs on which issues come up most frequently. In case your CES is excessive, analyzing which classes obtain probably the most quantity may also help you establish the place prospects exert probably the most effort.

Assist ticket classes might embrace:

• Gross sales query
• Technical points
• Cancellations
• Returns
• Transport
• Product availability

Site visitors, web page views, Often Requested Questions pages, and assist articles provide one other approach to measure the place prospects require probably the most help.

5. Ticket quantity

Along with monitoring which points come up most frequently, it’s simply as necessary to control the quantity of tickets you obtain over time.

Suppose the variety of tickets you obtain is on the rise—particularly in a particular space. In that case, it might be essential to revisit communications methods, assist articles, and even insurance policies and operations. It’s additionally essential for managers to concentrate on how a lot strain their assist groups are below, to allow them to present essential help earlier than burnout turns into an issue.

How do you calculate ticket quantity? Document what number of tickets you obtain at common intervals: day-to-day, week by week, or month by month. For visible evaluation, plot these outcomes on a line graph (like we do in our customer support report template, which you’ll be able to obtain right here).

If you happen to discover spikes, attempt to pinpoint what might have brought about them, comparable to product releases, world occasions, and even a social media disaster. That approach you may devise plans and higher allocate assets sooner or later.

6. Buyer retention price (CRR)

A buyer retention price measures the variety of purchasers an organization retains over a choose interval.

This metric is significant for corporations that present an everyday or subscription-based service. Relying on the business, corporations might document retention charges weekly, month-to-month, quarterly, and yearly.

To calculate buyer retention price, you’ll must document:

S = Variety of prospects at first of the interval

E = Variety of prospects on the finish of the interval

N = Variety of prospects added throughout the interval

With that info, calculate buyer retention price with the next components:

[(E-N)/S] *100 = CRR

For instance, say you could have 100 prospects at first of your timeframe (S), 90 prospects on the finish of the interval (E), and also you added 15 prospects (N). Your buyer retention price could be 75%.

7. Churn price

Bear in mind: Good customer support is about constructing long-term relationships with prospects. Churn price measures the proportion of your prospects that go away your model versus those who stick round.

Buyer churn price is measured for a particular period of time. The most typical timeframes are month-to-month, quarterly, and annual. 

To measure churn price, take the variety of prospects you lose over the interval and divide it by the overall variety of prospects you had at first of the interval. Don’t embrace new prospects acquired over the interval in your equation, since that can skew your outcomes.

Churn price = (Prospects misplaced over a interval/Prospects at first of the interval) x 100

You can even evaluate churn charges for various segments of your buyer base to see if some merchandise or product bundling methods are creating higher buyer success than others.

Supply: J.P. Morgan World Excessive Yield & Leveraged Finance Convention presentation by Jean-François Guardian, Vice President and Treasurer, Quebecor Inc., QMI and Videotron

8. Buyer acquisition value (CAC)

Buyer acquisition value tracks the common sum of money spent on gross sales and advertising to acquire every new buyer.

This metric gives a partial approach to observe the ROI of social media, advertising, and gross sales groups. In a great scenario, as groups scale their efforts, CAC ought to go down, and ROI ought to go up.

The components for CAC is simple: The quantity spent on gross sales and advertising over a given interval divided by the variety of prospects acquired in the identical timeframe:

CAC = Gross sales and advertising spend / prospects acquired

For instance, for those who spent $10,000 on gross sales and advertising and purchased 20,000 prospects, your value per acquisition is 50 cents.

A decrease quantity is a greater outcome—however it might additionally imply you could have a low gross sales and advertising price range. That’s why it’s important to view this determine in tandem with customer support satisfaction metrics and progress and efficiency outcomes.

9. Buyer lifetime worth (CLV)

Buyer lifetime worth is a measure of how a lot you may count on to earn from a single buyer over the complete lifetime of their relationship together with your model.

CLV that’s greater than the common preliminary buy implies that prospects make a number of purchases out of your firm over time. That signifies a wholesome model relationship and nice model loyalty.

In an effort to measure CLV, you’ll must have just a few knowledge factors about buyer habits.

CLV = Common buy worth x Common buy frequency x Common buyer lifespan

For instance, one analysis analyst estimated Amazon’s buyer lifetime worth as $2,283 from Prime members and $916 for non-Prime members. 

That is additionally an necessary metric for understanding how a lot you may afford to spend on social media promoting to amass a brand new buyer. 

10. Recurring income

Recurring income is one other approach to measure what number of of your prospects are sticking round. It may possibly additionally offer you a way of whether or not individuals are upgrading or downgrading their recurring degree of spend. 

You’ll be able to measure recurring income on any time interval that aligns with the renewal/discover interval on your subscription services or products. The most typical choices are month-to-month recurring income (MRR) and annualized recurring income (ARR). 

To measure MRR, multiply your variety of lively customers by the common month-to-month income per person. 

MRR = Variety of lively customers x Common month-to-month income per person

11. Growth income

The recurring income metric above measures how a lot you’re bringing in on a recurring foundation. Growth income measures how a lot income comes from upgrades, premium merchandise, and so forth. This can be a nice measure of buyer success as a result of it signifies prospects are keen to spend greater than the essential quantity required to entry your service.

To calculate enlargement income, tally all of the income introduced in from add-ons, upgrades, and so forth. 

To calculate enlargement income per person, divide the overall by the variety of customers. 

Growth income per person = Whole income from adds-ons and upgrades/Variety of customers

12. Income contraction

Income contraction is the other of enlargement income. On this case, you’re measuring how a lot income is misplaced from downgrades. That is just like churn in that it signifies individuals are not seeing success with their premium plans. 

Churn measures what number of prospects you lose fully. Income contraction measures how a lot earnings you lose from prospects who stick round however downgrade their plan. 

One attention-grabbing instance of income contraction comes from streaming providers, lots of which have just lately launched ad-supported lower-cost plans. Analysis from evaluation firm Antenna reveals that downgrades from an ad-free plan represented 29% of recent additions to the ad-plan providing over the primary 13 months. 

Supply: Antenna

Understand that whereas HBO MAx loses subscription cash from these downgrades, they achieve advert income. So it’s not a straight earnings loss. However it’s nonetheless an excellent measure of the worth prospects place on premium versus primary plans. 

To calculate income contraction, tally all of the income misplaced from downgrades. To calculate contraction per person, divide the overall by the variety of customers. 

Income contraction per person = Whole income misplaced from downgrades/Variety of customers

13. Common income per person (ARPU)

If you happen to don’t have a subscription mannequin, you don’t essentially have recurring income. But it surely’s nonetheless necessary to control how your common buyer spend is altering over time. Prospects who’re experiencing success together with your model will typically spend extra, whereas those that are much less happy will spend much less. 

To measure ARPU, divide your complete income over a interval by your common variety of lively customers over that interval. 

ARPU = Whole income/Variety of lively customers

Since ARPU is such an necessary measure of brand name well being, it usually seems in earnings and investor studies. 

Supply: Meta Earnings Presentation Q1 2023

14. Common response time

Common response time tracks how lengthy it takes for purchasers to first hear from a assist agent — it primarily measures the wait occasions concerned in talking together with your staff.

A brief reply time is a mark of fine customer support, particularly on-line, the place prospects just about count on service on-demand. For that reason, many corporations depend on bots to deal with preliminary queries.

There are many automation instruments, comparable to Hootsuite Inbox, that present common ticket dealing with time studies.

If you happen to’d wish to calculate it manually, use the next components:

Common response time = Whole time taken for first response to buyer queries / Variety of queries

15. Common decision time

Common decision time measures how lengthy it takes for buyer tickets to be resolved. For a buyer and a corporation, the earlier buyer points will be resolved, the higher.

If you happen to obtain a excessive quantity of buyer queries, the extra essential it’s to make use of instruments to calculate decision occasions precisely. Right here’s the best way to calculate it manually:

Common decision time = Whole time spent on resolved instances / variety of resolved instances

16. First contact decision price

One other key customer support efficiency metric is first contact decision price. Prospects don’t wish to be handed from one agent to a different. Not solely does this replicate poorly on the group, it additionally usually results in longer decision occasions.

You probably have a low first contact decision price, likelihood is you’ll even have a excessive buyer effort rating (CES). Particularly if the shopper is requested to clarify their challenge greater than as soon as.

Like common response price and backbone time, many platforms routinely calculate this for you. Right here’s the guide components, simply in case:

First contact decision price = Variety of instances resolved with one agent / variety of resolved instances

17. General decision price

Not all instances finish with a contented decision. That’s regular. However an excellent decision price ought to all the time be the purpose.

Right here’s the best way to calculate your total decision price:

​​General decision price = Variety of resolved instances / variety of unresolved instances

In case your decision price is low, it’s essential to do some extra digging—particularly in case your buyer retention price (CRR) is low as nicely. Get extra granular by trying to see if there’s a particular ticket class that’s bringing your total decision price down and develop related options.

18. Most popular communication channels

In an effort to ship top-rate customer support, it’s essential to know the place prospects count on to obtain assist.

Hold observe of the strategies and platforms prospects use to contact your companies so you may allocate assets accordingly. For instance, for those who obtain a excessive quantity of assist requests on Twitter, it might be time to open a customer support Twitter account.

Free customer support report template

We designed a easy customer support report template in Google Sheets that will help you preserve observe of your customer support efforts month by month. To make use of or customise this template, go to “File” and “Make a duplicate” first.

The primary tab has a tracker for all of your main and secondary customer support metrics.

The second tab comprises a ticket quantity tracker, visualized in a line graph the place you may simply see which kind of tickets you get probably the most of and establish any rising downside classes or spikes. You can even use this chart to speak with the product staff if, for instance, you see spikes in returns, technical points, or product availability.

The third tab comprises all of the formulation and definitions you’ll need to fill out your report, virtually like a customer support metrics calculator. Beneath is a screenshot of the NPS calculator.

Save time on social messaging and enhance your customer support metrics with automated responses, smarter workflows, useful surveys, and pleasant chatbots — all within the Hootsuite Inbox.

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