Measure customer service

It's important to measure customer service to determine whether your customer service practices are having a positive effect on your customers' perception and experience of your business. There are a number of ways to collect information on your customers experience to help you measure and evaluate your customer service.

These include:

  • asking customers at the point of purchase if they enjoyed their experience
  • using customer surveys and online questionnaires
  • hiring secret/mystery shoppers to report back on their experience
  • reading online review websites
  • observing interactions between employees and customers.

Read our Seek customer feedback page for more ways to gather valuable information on your customers experience and gather ideas for improvements.

Tips for measuring customer service

Set goals and targets for service

Setting targets and goals for customer service can help you in your mission of delivering consistent, high quality service to customers. They can also help when measuring and evaluating and reporting on the service you’re providing.

For example, you may have set a goal for how long an order should take to process from start to finish. You may decide to keep a record of the processing time of orders to check if you’re meeting this goal.

Ensure that your customer service goals and objectives are identified in your Business plan and documented in your internal policies and training procedures, so that your employees are aware of them.

Keep records of customer interactions

Not only will keeping records of key customer data help you evaluate whether you are meeting your customer service goals, capturing and evaluating these records may help you find service roadblocks that are creating unnecessary delays or negative experiences. Through evaluating the process you can look at ways to fix these areas to improve the service time for customers.

Read our page about Customer Relationship Management (CRM) tools and systems to help you capture customer data.

Assess your customer complaints

Monitoring and recording the number of customer complaints you receive can help evaluate the level of customer service you’re providing and whether your product or service is meeting customer expectations. If you’ve made improvements to your business based on customer feedback and find that customer complaints have also declined, this could be a good indication of success. Alternatively, if customer complaints are increasing, this feedback may provide insights where you can improve to meet expectations.

Analyse your online statistics

If you do business online, your website statistics can provide insightful information on your customers behaviour. Similar to keeping records of customer interactions, analysing your website statistics can help you determine when people are visiting, where they are visiting and whether they are visiting regularly (return visitors).

Read our Understand your customers page for more information on why collecting customer information can be useful for your business.

What to do...

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