How to Measure Your Customer Support Success

There’s only one way to ensure progress, and that is through evaluation of your customer support success. If you aren’t actively and continuously measuring your company, you cannot claim to be successful or even seem successful in today’s business industry.

When it comes to customer support, the same logic applies, but the stakes are even higher because of the importance all organizations place on their customer support structure.

One way to evaluate the success of your company’s customer support is through key performance indicators (KPIs). KPIs can allow you to keep track of your progress regarding the goals you’ve set for yourself, which can be broad or narrow but revolve around your customer ideology.

This blog post will look at what success really means, which factors determine customer support success, and how you can measure it.

 

What Is Customer Support Success?

To measure customer support success, you need to understand what it is that you are calling success. Simply put, you must have some parameters of success that you want to meet.

When anyone starts a business, they establish a customer service team to resolve customer complaints or queries. However, developing a unique approach to customer service is important for every organization to benefit from having customer service in the first place.

According to Kolsky, 75% of companies reportedly measure customer engagement without defining what it is. Having the CS department as a routine part of running an organization is not enough to thrive or even survive today’s SaaS market. Companies need to have concrete goals behind their customer service measurement.

 

How You Can Measure Customer Support Success Within Your Organization?

1.     First Response Time

When it comes to customer service, we are always fighting against time. Speed is our friend, and in today’s fast-paced market, if you do not have a quick customer support response, you can lose the customer forever. Customers want a fast response on all the platforms, whether a direct call, live chat, or even an email.

A CS team must keep improving their first response time. According to Statista, 12% of Americans rate their number one frustration with customer service as “lack of speed.”

2.     First Contact Resolution

First contact resolution (FCR) is the count of customers that have their issues resolved by the customer service on their first ticket. A high FCR means more customers are getting timely solutions to their problems or queries, pointing to the customer support success in providing the customers with great support.

To find your FCR score, divide the number of cases resolved in the first contact by the total number of tickets and multiply the score by 100.

Similarly, you can estimate the tickets that are not getting resolved despite multiple contacts and use the score to investigate what is causing these issues on a broader level. The FCR score can be used to guide training in the CS department.

3.     Customer Satisfaction Score

A customer satisfaction score (CSAT) measures the basic level of customer satisfaction. All companies can create flexible and creative approaches to measuring this score according to their product and brand.

However, customer satisfaction with customer services is integral to ensuring that your customer services are on track with the goals and beneficial to the customers.

The CSAT score can be measured by asking a simple question: “How satisfied are you with your customer service experience?” You can create a standard three-point, five-point, or even ten-point scale for a more in-depth review of your services.

Continuously measuring this score can help you track deficiencies in the CS structure and know which strategies are more effective to measure customer support success.

4.     Net Promoter Score

In the SaaS market, online reviews and forum discussions significantly impact a company’s sales. Having a good CS team and strategy also ensures that you get positive reviews because of good customer support.

However, word of mouth is still a huge factor in success, and nothing is stronger than personal recommendations of your product or service.

Loyal customers of any organization are open to recommending your product to other people, and this can be used as a customer support success measuring tool by the CS team.

Asking the simple question of “how likely are you to recommend us to your friends or family?” or, more specifically, “how likely are you to recommend our customer service to a friend who might be having issues with our product?” can help determine customer success.

The answer to these questions can categorize all customers into promotors who love the service and would recommend it, neutral customers who have had satisfactory experiences but do not hold strong feelings towards the service or the company, and detractors who are customers that have had a negative experience and would share that negative experience with their friends or family.

A net promoter score (NPS) aims to shift as many customers as possible towards being promotors, and tracking their journey with the company is essential. Asking the promotion question in surveys or during customer interaction is vital to maintaining a good customer base.

5.     Retention Rate

Building customer loyalty is one of the organization’s most important CS goals. However, establishing a long-term relationship with clients, one that is based on trust and confidence, is no small task, but the rewards are also unmatched.

The customer retention rate can be calculated by using the following process:

  • – Define a time limit for your goal
  • – Note the number of customers at the start and end of that period
  • – Subtract any new customers that you acquired
  • – Divide the remainder by the number of customers at the beginning
  • – Multiply this number by 100.

 

The Bottom Line

Customer support success may seem impossible to measure when you don’t even know what you term “success.” But with some inner reflection, looking at customer retention, churn rates, and brand image, you can realize what it is to you.

Once you do that, KPIs are here to help you take the next few steps. Remember: Customers are the bread and butter of your business, and if you’re constantly losing them and can’t identify why, you won’t have a business.

Fortunately, KPIs like the NPS, CSAT, and FCR can help you find out whether your company has successfully retained customers. If it has, good for you! If it hasn’t, the scores provide you with a way to improve your current customer service processes.

It’s a win-win either way.

Why You Must Implement Customer Success in 2022

Customer success has been gaining more popularity in recent years. This is evident because a whopping 72% of businesses put improving customer success as their topmost priority. Overall, it is a good trend because we have been seeing massive job postings for customer success managers and experts in the industry, which ultimately is beneficial for businesses and the job market.

The concept initially started with SaaS and B2C programs, but it has taken over the B2B market, bringing on an industry-wide shift. We have seen an emphasis on providing better customer care overall, which many have termed a customer-centric culture.

This culture is more attentive to enhancing and evaluating customer-related functions such as customer satisfaction, customer relation, customer experience, customer retention, etc.

But all of that aside, what exactly is customer success?

 

What Is Customer Success?

Customer success simply means putting your customers first. It’s a long-term business strategy professionally driven towards maximizing sustainable profitability for both the

customers and the company. This profitability needs to be proven and not just be a set of predicted numbers for a pitch.

Putting customers first has long been a slogan and a marketing strategy; however, customer success uses this ideology as the primary strategy for business growth.

It is geared toward making sure that the customers are getting their desired results from the company’s product or service and that all customer-success initiatives are mutually beneficial for the company as well when it comes to revenue and growth. This focus on customers, not just the target consumers and the audience a company needs to market to, results in an overall boost in customer experience.

According to Dr. Emmet C. Murphy, concentrating on customer experience provides companies with 60% more profit. Additionally, Bain reports that companies with better customer experience generate 4% to 8% more revenue than their competitors.

 

Understanding the Customer Journey

Customer success includes a thorough understanding of the customer journey, obstacles, and the relationship pattern that the customer maintains with the company. This translates directly into active listening by the company as a whole and not just the customer service agents.

As a company, when you begin mapping customer journeys, you should focus on finding out customer expectations that match your business objectives. Once you know these details, coming up with a product strategy to cater to these needs gets much more structured and focused.

Having data on what the customer wants is crucial in developing any product or service, as it allows you to factor in your audiences’ needs while achieving all your business goals, leading to customer success.

 

Why Should You Develop and Implement a Customer Success Initiative?

 

1. It Leads to Company Cohesion

A customer success strategy ensures the integration of all departments and company functions, from sales and marketing to finance and service management. So, everyone in the company has access to valuable information and knowledge regarding their roles.

The focus on bringing the customer the best experience can build cohesion on all fronts in the company, bringing unity to the workspace and directly impacting the organization’s growth.

2. It Establishes a Strong Renewal Process

All industries have their ways of locking in customers through renewal contracts and subscriptions. In the B2B industry, this process is even more integral to many organizations’ revenue and growth. However, with the abundance of options available to the consumers, companies now face a pronounced need to ensure smooth renewals from their customers.

Customer success initiative such as value realization helps maintain customer loyalty and keep the clients coming back for more without shopping around every growth season for new software services.

3. It Minimizes Customer Churn

Every company is going to experience customer churn at some stage of its business. However, according to Ameyo, 67% of customer churn can be prevented if companies address customer dissatisfaction-related problems the first time they occur.

Keeping that churn to a minimum and dealing with it proactively is what sets the customer success methodology apart from the traditional approach to your SaaS business.

1. It Leads to Company Cohesion

A customer success strategy ensures the integration of all departments and company functions, from sales and marketing to finance and service management. So, everyone in the company has access to valuable information and knowledge regarding their roles.

The focus on bringing the customer the best experience can build cohesion on all fronts in the company, bringing unity to the workspace and directly impacting the organization’s growth.

 

Conclusion

Technological organizations have to go beyond traditional marketing and strategy to generate leads and maintain a company presence in the market due to the booming industry. In the cutthroat market, you first need a minimum viable product to get yourself in, and then it is a battle of the feedback loop and reviews that you mostly do not have much control over. Due to online processes and the involvement of customers in the tech industry, the churn cycle is also very fast in this space.

Having a customer success strategy ensures that you have a team that is predicting the churn and already has a plan in place of how to deal with it. For example, a dedicated and skilled helpdesk system can set your company apart from another that takes days to get back to their clients for their issues or isn’t generally helpful.

How to Boost Your Customer Support Team Performance

Your company’s customers should benefit from a culture that expects them to succeed in their efforts to purchase from your customer support team.

A winning customer service culture implies that people that work for your company have a highly flexible and approachable attitude towards providing service to customers. In turn, this will not only cause your business to grow, but it’ll also result in your customer base becoming more satisfied with you and your customer support team in a unique way

Knowing how to build a winning customer service culture in your company will be essential if you’re looking to attract and retain clients. However, there are plenty of things that you can do to ensure that your company’s customer service culture is seamless.

It starts with building employee engagement

Employee engagement is extremely important in the workplace. As the saying goes, people buy from the people, not the company. Therefore, if you can deliver a high-value customer experience to your employees, then it will lead to other benefits that you can’t anticipate.

This includes lower turnover rates, higher productivity, and improved customer retention. It can also mean making more informed decisions within your customer support team, further increasing the effectiveness of your marketing and sales teams, and even reducing technical challenges you could face while trying to sell something.

Therefore, it’s important to build employee engagement into your overall strategy for creating a winning customer service culture. This will help you to expand your business through existing and potential clients. When you can keep your current employees more engaged, you can be sure that they’ll share your vision of your company and work toward improving their business processes.

It’s also vital to have some sort of employee training program in place if you want to build a winning customer service culture.

Train your employees on processes they’ll find easier to use as well as on the available tools they’ll need for their work. For instance, you should have an in-house training program for employees in customer service and sales so that they can provide you with a consistent quality service.

For example, the team at Windmill Foundry, a solar integrator, claims that their customer retention rate has increased by nine percent thanks to their customer training program.

It also pays to run some internal surveys to gauge what the key issues of the organization can be improved upon. Ask staff about their level of satisfaction with company policies and procedures, which can be found on the company website.

Ask employees what their customers want to see more of and it can show you what your company’s goals for building a winning customer service culture really are.

A great way to streamline processes and make your customer service department more effective is to find a customer service platform like Supportbench, that can help you automate and streamline certain tasks. A customer service platform can be set up to handle particular tasks, such as responding to inquiries or writing orders, and when used correctly, it can boost your productivity as well as cut down on other employees’ work time.

This could be valuable if you’re looking to automate tasks that are unrelated to core business tasks such as responding to customer queries. We see our customers use the Supportbench platform to help streamline a number of different tasks:

Chat – This conversational tool facilitates online communication with your customer support team using text or email, and you can set it up to handle the majority of your customer service inquiries as soon as they appear in your inbox.

Schedule appointments – By messaging a user’s mobile number, it can let you schedule appointment reminders via email.

Require users to pass out documents – It’s just one of the many ways you can use this system to automate everyday tasks.

Contact the customer – It’s smart to ask customers when they’re free for a meeting or should they give you a phone call.

Visualize and plan – Gather the feedback from employees, customers, and other stakeholders to build a future plan for how you’ll improve customer service. This will then allow you to identify the areas that need improvement and will help to improve the customer experience.

It’s important that you’re continuously reviewing these processes, processes, and standards to improve customer service. This is especially important if you’re running a call center. In fact, if you regularly make changes to your processes, then it’ll be much easier for your customers to tell whether they’re getting a quick, successful response from your customer support team.

In summary, a winning customer service culture involves a lot of communication between your employees and customers. Alongside improving processes and systems, the use of customer training, employee feedback, feedback from consumers, and automated systems are all key factors in developing a thriving company culture.

Supportbench unifies customer support, success, experience, knowledge management, and account management into one simple platform. Do more, with less, to maximize your retention.

Ready to provide excellent customer support and build a customer support team? Contact us today!