A customer service dashboard is a modern solution to monitor all relevant customer KPIs in an easy and accessible way. It is relevant for customer support agents, team leader and C-level executives at the same time and helps to generate a 360-degree customer view as well as to improve the service team performance.
The Customer Service is a part of every company’s units and plays an important role for the company’s image. Providing an exceptional customer service means that your teams are surpassing customers’ expectations, who often set the bar high: it is hence highly important for your business to track the metrics that will reach these expectations.
Above we have a Customer Service dashboard focusing on a team’s performance on a daily and monthly basis. It is divided in two parts each analysing an aspect of their work. First element on the top left concerns the resolutions: how many calls are resolved on the first time a customer reaches an agent? How many are resolved on the second, third time, and how many remain unresolved? Tracking this will give you an idea of the efficiency of your team in addressing the customers issues. The First Call Resolution (FCR) is a highly important KPI as it gives the first (and as we know, usually most important) impression on your customer service. When people reach the customer service, they are likely to have a problem and already feel like they are wasting some time: managing to efficiently answer their request and resolve their issue will give them a positive image and they will be much less likely to rant on social media afterwards. This is why the higher you keep this metric, the better it is. Another essential element you should track on any helpdesk dashboard so as to keep your customers satisfied and not irascible on the phone is naturally the Average Response Time. The longer we wait, the more impatient we become: maintaining it low will save you money and reputation. A third of the customers will hang up after one minute on hold, and two third after three minutes.
You can see displayed on this Customer Service dashboard the response time per day of the week. If you want to reduce that Average Response Time, you should evaluate the number of issues you receive on a daily or monthly basis. Knowing your solicitation rate lets you plan ahead and adjust the staffing needs and schedule. More agents available will considerably reduce the Response Time, even if it momentarily increases the costs – the price incurred will anyway be paid back thanks to a better Customer Retention.
To decrease the Response Time and increase your FCR rate, what you can do is providing a good training to your agents, sharing scripts, customer surveys and clear processes. Having a Knowledge Base gathering all the questions, issues and tickets answered day after day is also a best practice: no need to reinvent the wheel every time a specific problem comes back; you have it in your base and any agent can access it and read the solution addressing the problem, which saves a great deal of time.
Finally, track additionally a certain number of metrics personally for each of your agents: First Call Resolution, Average Calls per Hour, Customer Feedback… That will help you measure their efficiency and success and spot out who is meant to become a manager and who might need some more training. It is key however to measure that performance in the long run and not a daily or weekly basis. The randomness of calls might give an unlucky agent a lot of angry customers who irrationally write bad reviews for totally unrelated reasons.
Customer satisfaction remains a top priority for today’s businesses. Countless studies have shown that easy access to information and support make people love a brand, and often they are willing to pay more if they know they will have a solid customer experience. Some metrics play an essential role to measure the pulse of a company’s customer service efficiency, while others are more evaluating if a brand has a customer-centric approach. Our second dashboard will examine this second type of metrics.
That Customer Satisfaction dashboard example displays in first the Net Promoter Score (NPS). This KPI evaluates the power of your referrals by simply asking one question: “on a scale from 1 to 10, how likely is it that you would recommend our service to a friend?”. Then, you need to separate the figures in three groups: detractors gave from 1 to 6 on the scale; passives gave 7 or 8, while promoters gave a 9 or a 10. Then, simply deduce the percentage of promoters by the percentage of detractors, and you will have your NPS score. This will give you an idea of how customers interact and see your brand. To have better feeling of your score, you can compare it with your competitors’ score, if you happen to know them. Having a good NPS score demonstrates a good customer loyalty, and is also highly correlated to business growth.
Similarly, the Customer Effort Score asks a simple question that provides insights on customer experience. Indeed, knowing how much effort your clients put into reaching out for help is a great indicator of quality of services. Tracking the difficulty of reaching out Support teams will always keep a focus on what matters to keep a good reputation. Monitoring this KPI alongside other more “qualitative”, less data-oriented metrics, can help you increase your clients’ satisfaction. Asking for written feedback on pain points users may have encountered, sending short satisfaction surveys at the end of a call or email exchange will bring valuable information from within, that should be used to improve your customer service.
Both of the metrics we analysed above directly impact the second KPI displayed on our Customer Satisfaction dashboard: The Customer Retention. As we all know, loyalty plays an important part in a business’ success: people who had a positive experience come back after their first purchase and are likely to come back again, but also to recommend your brand. Besides, retaining a customer is less expensive than starting again the whole acquisition funnel from scratch and try to acquire new ones. The costs you are saving here can be re-invested in channels that are more in need, like an overstaffed Support team whose Average Response Time to calls or emails keeps on growing at the same pace as the number of unsatisfied customers. Set a target retention rate to reach and implement measures to achieve it.
No matter your role in Customer Support – agent, manager, or VP – checking your Support dashboard on a regular basis will help you do your job better. By keeping track on specific performance indicators, you can identify your strength and weaknesses, various opportunities and room for improvement.
Our final Customer Support dashboard example is dense and tracks a lot of metrics that are common to a helpdesk dashboard as well as a Customer Satisfaction or even a Customer Service dashboard. It is a medley of KPIs intended for managers who need a general overview of their service in one glance. The first two indicators at the top provide figures that will be detailed underneath: the total revenue generated and the average percentage of costs to the revenue.
Measuring the percentage of costs in comparison to your revenue gives you an idea of how much you invest in your support teams relatively to the revenue you generate. It is of course a good thing to invest in it because it will be paid back thanks to a greater Customer Retention. Seeing how it evolves over time is also another way to find if you are investing your money in the right departments: overstaffing the Support team for no apparent reason will increase operational costs and won’t bring a good return on investment. A correlated metric you can measure to help you with that is the Cost per Support over time: after you set a target (like the average cost measured over the year before), if you witness an abnormal increase, it is time to investigate the reasons.
These costs are directly influenced by the bottom-right metric displayed on that Support dashboard: the average time to solve an issue. The longer it takes, the less issues are resolved and the more it costs to your company. Needless to say that this will also affect the Average Response Time that we saw earlier, and that means customers that tend to be more grumpy and rant, so your reputation might suffer. Take the time you need to address the customers’ issues in the best and most efficient way possible. But trying to do in a shorter time thanks to proper training, knowledge bases, efficient processes or scripts is a best practice.
Finally, and this is what every business aims for, our Support dashboard template displays the most important of all KPIs: Customer Satisfaction. You can measure it with simple, short questions surveys at the end of calls, emails exchange or directly on your app, to evaluate your support service quality in the eyes of your customers. When customers recognise the efforts a brand is making, their loyalty follows, and so does business growth.
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