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8 Ways to Critically Analyze Your Brand’s Customer Service Strategy

Posted by Melissa Gilbertson on Dec 9, 2020

8 Customer Service Metrics

We all know the benefits of a well-thought-out customer service program. By improving customer satisfaction, your business can improve brand loyalty, drive new revenue opportunities and build a positive brand reputation.

Today’s customers crave efficient, personalized and seamless interactions. Yet, despite this, 87 percent of consumers believe that companies need to provide a more consistent customer experience (Zendesk). 

Building a customer experience strategy is essential to the growth of your business, so how can you ensure that your customer service program is delivering the results that your customers are expecting from your organization?

To bridge this gap, you need to critically analyze your customer service strategy through detailed analytics. In this blog, Advantage Communications will explain in more depth how you can implement customer service analytics.

What is customer service analytics? 

Customer service analytics is the process of collecting data and metrics to see how your customer service program is performing. This data can be used to find actionable insights that empower you to improve your customer service program and build a better customer experience.

There are a range of different metrics and methodologies that companies can employ to help them understand what their customers expect from their CX, but analysis should come from both quantitative and qualitative data. 

Examples of effective quantitative insights include metrics such as average handle time (AHT), call abandonment rates (CAR) or first-call resolution (FCR). Meanwhile, qualitative data that you’ll want to analyze should include customer feedback and data from customer support tickets.

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How to analyze your customer service program

Designing a customer service analytics strategy is an essential part of improving your customer service program. It helps you to identify recurring issues, analyze actionable insights and get real feedback from your customers to learn what they are expecting from your brand’s customer experience. 

Here are the top eight methods your business can use to evaluate your customer service program:

#1 - First-call resolution (FCR)

FCR measures your customer service team’s ability to address a customer’s needs in one single contact. This is highly important since eliminating the need for a customer to follow up on their issues is a huge step towards a happy customer. 

#2 - Customer feedback

Receiving customer feedback is a fantastic way to collect first-hand information on what your clients actually think about your customer service and customer experience. Use customer surveys and analyze other feedback you receive from customers to gain insightful insights on where you can benefit from improving your customer service strategy.

#3 - Net promoter score (NPS)

The willingness of a customer to give a good word-of-mouth recommendation about your company to someone that they know is typically a great predictor of customer loyalty. NPS is a metric used to show how likely a customer is to recommend your products or services to their peers.

#4 - Customer effort score (CES)

CES measures how much effort a customer has to go to in order to receive customer service from your brand. The more difficult it is for a customer to find a resolution to their problem, the higher the chance that they’ll move on to one of your competitors in the future.

#5 - Call abandonment rates (CAR)

Customers that hang up before they even get to a customer service representative will lead to bad reviews, disloyal customers and lost sales. CAR is a metric that measures the number of calls that are abandoned before a customer even reaches a customer service agent.

#6 - Average handle time (AHT) 

Customers want seamless, fast and efficient customer service. They want their issues to be resolved as quickly as possible, but at the same time they don’t want to be brushed off with short, snappy responses. AHT gives you insight into the amount of time it takes to effectively handle a call. 

#7 - Customer support tickets

The customer experience is now about taking an omnichannel approach that allows customers to access self-service tools to resolve issues on their preferred device, and at the time that is most convenient for them. Reviewing data from customer support tickets, whether they arrive via email, live chat, social media or any other medium, will give you information on how your customer support program is performing on a range of mediums. 

#8 - Customer satisfaction (CSAT)

This tracks how satisfied customers are with your customer service experiences. It uses short surveys after a customer service interaction to gauge how effective your team is at handling queries and resolving issues. 

In need of expert advice? Advantage Communications is here to help

Running a customer service strategy and building a superior customer experience is highly complex, takes a huge amount of resources and requires specific industry expertise in improving customer satisfaction. 

Outsourcing your customer service to an expert contact center, such as Advantage Communications, will give your business access to world-class customer service representatives, innovative technologies (such as artificial intelligence) and expert knowledge of building successful customer service solutions.


Want to learn more? Contact Advantage Communications today. Our team of customer experience experts would love to talk about how our unique customer service expertise can drive customer satisfaction and loyalty for your brand.

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Topics: Customer Service Trends




Melissa Gilbertson

Written by Melissa Gilbertson

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