Customer service is the key to success for every business, and when you are running an eCommerce store, it's even more crucial. It helps reduce customer uncertainties, answer their questions, establish trust, and convince them to purchase your product. Here are some of the thought-provoking statistics that can prove our point -
These are just a few stats that represent a bigger picture. However, how do you know if your business is offering excellent customer support? How to know your customers are satisfied with your service?
Luckily, there are some primary vital metrics that you can utilize to measure your customer service performance and customer satisfaction. By tracking these key parameters, you can see how your business is performing. In fact, successful eCommerce businesses make many critical decisions based on these metrics.
Ecommerce Customer Service Metrics that Matters
There are some key metrics you must track to ensure that your customer service performance is up to par. Working on these metrics is crucial to gain and retain high-value customers. Whether you have an in-house team or choose an outsourced customer service, tracking customer care metrics is essential to convert leads into loyal customers and advocates.
Key eCommerce Customer Service Metrics
1. Average Issue Count (AIC)
Your customer support team must ensure that every customer complaint is addressed and adequately resolved. Keeping a clear track of the average issue count will help understand the quality of performance over time. This data will also help understand your product or service quality and make efforts to reduce the number of common issues that pop up.
2. Overall Resolution Rate (ORR)
Alternative to the average issue count, the overall resolution rate is a percentage at which your company resolves a customer complaint or a request. This metric can be calculated by subtracting the number of unresolved cases from the number of customer inquiries, then dividing this by the total number of inquiries. The fewer left unresolved, the more efficient is your customer support team.
3. First Response Time (FRT)
First response time is the time taken by your support team to reach out to your customers. The longer the duration of the time elapsed, the higher your customer's chances of leaving your website. Hence, bridging this gap and ensuring rapid communication is essential. Ideally, it should be less than 1-2 hours. Take a look at the response time and if you find that it is long, then plan on allocating more resources and implementing a live chat feature to your website to bring down your FRT.
4. First Contact Resolution Rate (FCR)
Unlike the first resolution rate, first contact resolution is the percentage of customer complaints or issues resolved on the first interaction with your customer. This metric shows the effectiveness of your customer support service department. You can either use the below formula to calculate FCR. Alternatively you can also choose to measure the first contact resolution through direct customer surveys.
5. Average Ticket Handling Time
Ticket handling time is the average time that an agent spends working on every unique ticket. It is also an indirect measure of ticket complexity and team productivity. Moreover, the time taken to close the ticket is proportional to the cost spent on it. The more the time, the more you are spending on the ticket.
6. Ticket Backlogs
This refers to the tickets that have been unresolved and have accumulated over time by your customer support service team. Simply relying on response time and the number of resolutions won't be sufficient. The percentage of complaints or requests backlog is a significant indicator of the performance of your support team. Thus, looking into the backlog every month is imperative to track productivity. If these numbers are high, it might be an indication that your team needs more training.
7. Net Promoter Score (NPS)
Potential buyers read reviews and seek peers' suggestions before making a buying decision. Therefore, any positive or negative review will help them make a better purchase decision. Net Promoter Score of your online brand is the percentage of shoppers likely to recommend you to others. To gather this data, ask consumers, on a 0-10 scale, "How likely is it that you would recommend [Company Name] to others?" Though it doesn't directly relate to customer experience, NPS indicates whether customers have a positive attitude towards your brand.
8. Customer Satisfaction Score (CSAT)
How satisfied your customers are with your eCommerce customer support service is another strong performance indicator. This score proves to be helpful in conjunction with other ratings you obtain in your support service. Moreover, since it is subjective, it allows you to look closely at the mentioned areas and work accordingly. Thus, a customer satisfaction score directly gives you a great measure of your customer service performance.
By tracking these customer support services metrics, you get a clear picture of the performance of your customer care team. Use all of these metrics to improve the overall business performance and boost your revenue.
Most of the time, in improving customer services, it's easy to lose focus on core business activities. In this case, it makes sense to work with the best customer service outsourcing company.
Outsourcing customer support is a cost-effective way to increase the efficiency of your customer support service while expanding available resources. By choosing the right company, you can amp up your business potential and yield excellent results. Contact us today for customer support outsourcing to experts.