Customer service standards do not guarantee a high level of service and may contain errors, such as incorrect assessment of the target audience. Therefore, it is necessary to periodically check their effectiveness and compliance with consumer expectations, as well as monitor the implementation of these standards by Customer Care employees.
There are several common approaches to this.
Evaluation by company personnel
Employees who are in constant contact with customers can determine which of their needs are not met. If you do not want to bother consumers unnecessarily, conduct a staff survey.
Evaluation by a manager or supervisor
Not only an employee, but also his manager or supervisor can determine the level of quality of customer service. For these purposes, you can use recordings of telephone conversations provided by the PBX.
Mystery Shopper Rating
A mystery shopper is a person who goes through all the stages of concluding a contract or contacting a service department, and then fills out a report about their experience. This helps to identify problems that are not visible from within the company.
Customer survey
One of the most effective ways to understand what your customers need is to reach out to them directly. You can conduct a phone interview with a few customers to find out what they think about the services you provided, or ask them a few questions through various communication channels, including your website, email, and social media.
Ways to evaluate the quality of customer care
Assessing the quality and level of care for the company's consumers
There are several metrics that can be used to evaluate the effectiveness of customer care standards in place.
Lifetime Value (LTV) – measures the total profit a company receives from a customer over the entire period of cooperation with them. It reflects not only customer loyalty, but also the benefit from each interaction. This metric is based on financial indicators and does not require the consumer to participate in the calculation.
Customer Effort Score (CES) is a 99 acres database metric that measures the level of effort that a customer must make to solve their problem or receive a service. The client determines the amount of their own effort required to get an answer to a question. The assessment is carried out for a specific request and allows you to identify the work of the service department today.
Customer Satisfaction Score (CSAT) is a metric used to determine customer satisfaction with the company, operators or Customer Care service as a whole. The consumer is asked to rate their satisfaction after their request has been successfully closed.
Net Promoter Score (NPS) is a metric that reflects the level of customer loyalty and their willingness to recommend a company to others. It is measured on a scale from 0 to 10, where 0 means that the client would not recommend the company, and 10 means that he would recommend it to all his friends. Consumers who give 9 or 10 are considered promoters, i.e. those who are ready to recommend the company. Customers who choose 7 or 8 are passive, and those who give from 0 to 6 are detractors. NPS is calculated by subtracting the percentage of the latter from the share of promoters. This metric allows you to assess the overall level of customer satisfaction with the company and its products.
Important! The presented metrics do not have a clear assessment of good or bad. They must be monitored dynamically in order to promptly notice changes in the service level and evaluate the effectiveness of the implemented changes.