What good service do customers want and how to measure if you’re delivering?
Good service isn’t always easy to measure. There’s no one metric to measure that says you’re leaving your customers satisfied. Instead, there are several KPIs, key performance indicators, that could help your company assess where it stands.
First and foremost, having the right ERP solution can help greatly with customer service and measuring KPIs. For example, Mobile Office Manager (MOM) has all the tools you need to boost your levels of good customer service thanks to its automated features that streamline your day-to-day activities. Whether it’s tracking leads, generating projects or even invoicing, MOM makes your tasks more efficient, so you can focus on your customers. It also has some reporting dashboard features, so you can make smarter decisions based on data you are pulling to measure those KPIs.
Once you have all your tools in place, you’ll be able to provide good service, giving customers want they really want. Here are a few KPIs that can help you gauge if you’re leaving your customers satisfied.
Customers rely on you to provide them with honest and knowledgeable recommendations. Whether they are a potential customer or a long-term client, they expect you to offer quality suggestions that make sense for them in order to purchase from you. If a customer feels you’re using a canned sales pitch, are confused by your recommendations, and so on, they won’t be your customer for long.
One way to know if you’re connecting with their needs is to review your conversion rate. Conversion rates can be based on whatever expectation you want the customer to fulfill (ie. purchase your product, extend a service agreement, etc.). For example: With your current customers, your goal may be to proactively upsell products. You can look at metrics like how many new project recommendations turned into leads and then into sales. By reviewing the conversion rates, you’ll know whether or not you’re in touch with your customers.
Speed is an important factor in good customer service. Customers want their projects, emergencies, questions, and concerns responded to in a timely manner. In order to evaluate how quickly you’re servicing your customers, you can review your resolution time. For example: With emergency issues, you could look at your metrics for how quickly your field technicians respond. In another example: You could see how often projects ran over the estimated timelines.
Working fast shouldn’t mean sacrificing quality, either. This metric must be reviewed in combination with others to get the bigger picture on whether you’re giving customers a positive experience.
Customers want to be heard. In our current society, customers have a lot of choices of where to bring their business. Plus, they will likely spread the word about your company, whether they received good support (or not-so-good support). One way to win them over is to listen to them and offer them personalized and good service. Therefore, if you’re wondering if your customers are satisfied, go straight to the source.
Customer feedback surveys allow you to get measurable ratings on specific elements of your service. Offering your customers a chance to provide feedback using a rated scale (1 to 10, for example) can give you insights you may have never achieved otherwise. Scales allow you to gather more metrics than a simple “yes or no” question. Customer surveys should be short and quick, with a space to leave additional comments. To boost your response rate, you could always offer a small incentive too.
Customer retention rate
In order to gain trust and loyalty from customers, you have to incorporate winning service into every interaction. From courteous behavior, to willingness to help, to fair treatment; all these details will impact how customers view your company. Remember: it only takes one experience to sour your efforts. One of the more straightforward ways to evaluate customer satisfaction is through customer retention rates. If you are maintaining customers month over month and year over year, the assumption is they are satisfied.
Using an assortment of KPIs (plus metrics from your reporting dashboard in MOM) will help you assess if there are any service issues, so you can correct your course before retention rates decline.
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