Focus On Customer Service Metrics That Matter

Executives in charge of customer service and the contact center face a constant challenge: It is incredibly difficult to understand the performance of their organizations in the quest to win, serve, and retain customers. Put simply, no single metric perfectly measures the success of customer service. This is because customer service, whether delivered by agents in contact centers or by voice or web self-service, typically requires a range of activities that may compete with each other. Customer service pros could be looking at measures around cost, customer satisfaction, revenue generated, or even policy and regulatory compliance in many industries.

Metrics also serve different masters with different needs. Customer service leaders who run the contact center have operational responsibilities and require operational data. Executive management need a higher-level view and require dashboards presenting strategic key performance indicators (KPIs).

This Webinar presents Forrester's research on how to use a balanced scorecard approach to customer service metrics, key metrics to consider, the difference between explicit and inferred metrics, and why your competitors pay attention to customer effort metrics.

Agenda:

• Customer service is key to customer experience.
• Customer service performance cannot be reduced to a single metric.
• Consumers want a frictionless experience, so you need to measure customer effort.
• Customer service metrics must map to corporate KPIs.
• Don't neglect metrics for self-service — the top choice for consumers.
• To prove the value of the customer service organization, you need to speak a language that resonates with your internal audience.

Key takeaways:

• Use metrics that actually resonate with your audience.
• Align activity and performance metrics with broader corporate KPIs.