Using Metrics to Guide Your Customer Service Adventure
10 likes5,012 views
The document discusses using metrics to guide customer service. It describes setting goals, key performance indicators (KPIs), and targets to measure progress. It then outlines examples of goals for a company like reducing phone calls and increasing customer satisfaction. It also provides hypothetical KPIs and targets to track progress on those goals, such as decreasing call volume by 75% and increasing chat conversions. Finally, the document presents a fictional story mapping a customer service team's adventures completing quests and battles as they work to achieve their goals and targets.
Using Metrics to Guide Your Customer Service Adventure
- 1. Using Metrics to Guide Your Customer Service Adventure Aaron Help Team @aaron_wheeler Wheeler Leader, Moz
- 4. I @aaron_wheeler woke up at my desk in befuddled state... a
- 7. Goals Let’s rescue the village! The @aaron_wheeler reason the team exists
- 8. KPIs We’ll need to slay dragons to do that. The primary metrics evaluate @aaron_wheeler used progress to
- 9. Targets We’ll slay at least 9 out of every 10 dragons. Your @aaron_wheeler KPI goals
- 10. Metrics There are 20 dragons, yo! Numbers @aaron_wheeler used to measure anything
- 11. Defining Goals HINT: There’s no oals niversal g u or KPIs @aaron_wheeler
- 13. Defining Goals ✦ ✦ @aaron_wheeler ur Who are yo customers? ou What are y selling?
- 14. Defining Goals ✦ ur Who are yo customers? ✦ ou What are y selling? ✦ @aaron_wheeler r Who is you company?
- 22. KPIs for Recommendations Reply Less Less than than 10 8 Time minutes for hours for Happy 20% 100% Packs 8/agent/month Monthly 40 @aaron_wheeler chats, Agent Equality 350 emails, replies 10 forum
- 24. KPIs for Customer Perspective KPI: % Target: @aaron_wheeler participation 90% of in HTU employees/year http://bit.ly/1aiE98W
- 25. KPIs for Customer Perspective KPI: % Readership Target: @aaron_wheeler 50% of Digest readership
- 32. Forest of 1.Forest of Phone Calls Phone Calls 2.Mountains of Chat Skeptics 3.Wastes of Apathy 4.The Customer Horde 5.Range of Leveling Goals The World of Customer Service KPIs Targets @aaron_wheeler
- 33. We heard a flurry of furious phone calls... @aaron_wheeler
- 34. The Battle to End Phone Support “What’s Seo and how do I get some?” Quest: Replace with links phone messaging to Help Hub Achievements: Fewer calls, more chats, faster reply times @aaron_wheeler
- 38. The Battle to End Phone Support January: 542 Calls March: 152 Calls 75 @aaron_wheeler percent reduction!
- 39. The Battle to End Phone Support January: 542 Calls March: 152 Calls SUCCESS! 75 @aaron_wheeler percent reduction!
- 40. Mountains 1.Forest of Phone Calls of Chat Skeptics 2.Mountains of Chat Skeptics 3.Wastes of Apathy 4.The Customer Horde 5.Range of Leveling Goals The World of Customer Service KPIs Targets @aaron_wheeler
- 41. Our coffer ran dry! Could we afford live chat in the sales funnel? @aaron_wheeler
- 42. The Quest: Add Quandary of Chat Affordability live chat to the sales funnel Achievements: Increase conversions, decrease emails, increase satisfaction @aaron_wheeler
- 43. The Quandary of Chat Affordability What would it cost? How much demand is there? What does it get us? @aaron_wheeler
- 44. The Quandary of Chat Affordability How much demand is there? @aaron_wheeler
- 45. The $ 200/mo $ 4,000/mo Quandary of Chat Affordability = chat = 1 cost agent cost ---------4,200/mo = cost of 500/mo $ = chat volume = chat time average = chat time average/month x 10m 160 hours of chat average ---------80h/mo What would it cost? @aaron_wheeler
- 46. The Quandary of Chat Affordability 4,200/mo = cost of 80h/mo $ = chat time 160 hours of chat average/month ---------- $ 2,100/mo What would it cost? @aaron_wheeler
- 47. The Quandary of Chat Affordability Do it! @aaron_wheeler
- 48. The = chats/mo 500 x Quandary of Chat Affordability = chat 1/10 conversion rate -----50 chat $1000 = LTV x = chat 50 conversions/mo of a customer conversions -----WAY MORE THAN $2000!!! What do we get? @aaron_wheeler
- 49. The = chats/mo 500 x Quandary of Chat Affordability = chat 1/10 conversion rate -----50 chat $1000 = LTV x = chat 50 conversions/mo of MORE @aaron_wheeler customer conversions SUCCESS! -----WAY a THAN $2000!!!
- 50. Wastes 1.Forest of Phone Calls of Apathy 2.Mountains of Chat Skeptics 3.Wastes of Apathy 4.The Customer Horde 5.Range of Leveling Goals The World of Customer Service KPIs Targets @aaron_wheeler
- 53. Reenergizing Quest: Use our people the Apathetic numbers listen! to make Achievements: Faster bug fixes, stronger products, fewer tickets @aaron_wheeler
- 62. Begin 1.Forest of Phone Calls Quest! 2.Mountains of Chat Skeptics 3.Wastes of Apathy 4.The Customer Horde 5.Range of Leveling Goals The World of Customer Service KPIs Targets @aaron_wheeler
- 63. new haz Moz lz! too We tried to make an exciting announcement but it backfired. A horde emerges on the horizon... @aaron_wheeler
- 64. Final Battle: The Customer Hordes Quest: Release features and grow company without lowering customer happiness Achievements: fewer emails, more recommendations, @aaron_wheeler faster replies, less cost
- 69. Final Battle: The 1000 documentation - 500 visitor Customer Hordes visits contacts ---------500 quelled tickets 500 tickets = 1 You saved agent $4000/month! What do we save? @aaron_wheeler
- 70. Final Battle: The 1000 documentation - 500 visitor Customer Hordes visits contacts ---------500 quelled tickets 500 tickets = 1 You saved agent SUCCESS! $4000/month! What do we save? @aaron_wheeler
- 71. Range 1.Forest of Phone Calls of Leveling 2.Mountains of Chat Skeptics 3.Wastes of Apathy 4.The Customer Horde 5.Range of Leveling Goals The World of Customer Service KPIs Targets @aaron_wheeler
- 72. Your Team Levels Up Quest: Grow team members and customer perspective at company Achievements: fewer hiring better products @aaron_wheeler costs,
- 77. Adventure Complete! 2.Mountains of Chat Skeptics 1.Forest of Phone Calls 3.Wastes of Apathy 4.The Customer Horde 5.Range of Leveling Goals The World of Customer Service For @aaron_wheeler now... KPIs Targets
- 79. @aaron_wheeler
- 80. @aaron_wheeler
- 81. @aaron_wheeler
- 82. @aaron_wheeler
- 83. @aaron_wheeler