4 Data Points to Track Customer Satisfaction

Aug 25, 2017 — Tara Bartlett
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Have you ever called a customer service number, and then sat on hold for 20 minutes? Not only was listening to the elevator music annoying, but you also spent 20 minutes of your life waiting to solve a problem that probably only took five minutes to fix.

Tracking customer satisfaction is a key part of a successful business—after all, when shoppers are pleased, they're more likely to become loyal, repeat buyers. Understanding customer satisfaction data points will help wireless retailers see just how metrics can be leveraged to advance their business intelligently. Here are four important data points that can help track customer satisfaction.

1. Initial response speed

When something goes wrong for a customer, it is quite possible he or she could become impatient and frustrated. The best way for wireless retailers to stay on the patron's good side is to be there in a jiffy, ready to help. That's why it makes a lot of sense for companies to maintain metrics on initial response speed, or the duration of time between a customer's first contact with the company and how quickly the customer service team responds. When wireless retailers keep track of how many minutes it takes for them to reply to a customer's email or chat query, they are in a much better position to set goals of decreased response times and improve overall customer satisfaction.

2. Solution delivery speed

Data points on solution delivery speed

Of course, it is not enough to simply reply to a customer—companies need to actually provide useful information to help solve the patron's problem. But how fast can this be done? This is another factor that can be tracked with metrics. Data points for how long it typically takes customer service representatives to solve outstanding issues help companies stay on top of their staff performance and the relationships personnel are forming with customers. Following up with a quick survey after dealing with a customer question or complaint can also help companies assess customer satisfaction and decide whether or not processes need to be altered to better manage any issues.

3. Contact volume per channel

Omnichannel businesses will typically see customers contacting them via various communication lines including phone, web chat, and social media. Think of the incoming communications on these different pathways as different types of pitches in a baseball game. When wireless retailers are able to predict the type of pitch (or what channel the query will come from), the company will be more likely to hit a home run and solve the problem, which enhances customer satisfaction. That's why contact volume per channel, or the number of requests per pathway, is important to measure. You don't want too many people waiting to answer calls when most of your customer contact comes via Twitter.

4. Recommendation likelihood

Recommending brand to friends

It's a question many companies have been asking customers for a long time: How likely are you to recommend us to others? Recommendations and reviews still matter, whether it comes from in-person conversations or online surveys. People have a tendency to want to share their opinions—by asking this question, wireless retailers can get good feedback on whether their business matters to their customers, and respond accordingly if customers aren't happy. Of all metrics, this one has stood the test of time when it comes to tracking customer satisfaction. Word of mouth is an important way to gain business and solidify a positive reputation. You want to make sure your valued customers are sending more business your way, particularly in a world influenced by social media, where reviews are readily available and therefore increasingly sought out by those considering a purchase.

Equip your sales reps to with the tools to improve customer satisfaction

With the right technology, tracking these metrics and determining next steps can become streamlined and simple. Wireless retailers can improve customer satisfaction at every touchpoint by empowering sales reps to use new tools to take their customer service approach to the next level. 

Learn more about how to enhance your sales staff with our whitepaper, Empowered Associates = Improved Experiences: Giving sales staff the resources they need to succeed in retail.  

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Photos: Shutterstock / adriaticfoto, Shutterstock / tsyhun, Shutterstock / GaudiLab

Topics: Business Intelligence

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