Customer service quality management
You may be feeling good about your company’s customer service; however, this doesn’t mean you’re actually doing a good job of keeping customers happy. If there is no way to measure your effectiveness, you could miss some key tasks that your customer service personnel need to perform. It is possible to measure your company’s customer service effectiveness and evaluate the areas that require extra attention. Measuring service quality is absolutely crucial, and it is different from measuring customers’ satisfaction, although the two correlate. Do not leave this important aspect of your business to guesswork.
Let’s examine some traditional techniques and metrics for measuring your customer service quality and improving business processes, regardless of your line of business.
Service Quality (SERVQUAL) is the most popular method used to measure the subjective elements of service quality. Customers are asked to rate the delivered service compared to their expectations via a survey.
The 5 elements of service quality are:
- Reliability — the ability to deliver the promised service in a consistent manner.
- Assurance — the knowledge level and politeness of the employees and the extent to which they create trust and confidence.
- Tangibles — the appearance of the building, website, equipment, and employees.
- Empathy — to what extent the employees care about the customers and provide individual attention.
- Responsiveness — how willing the employees are to offer speedy service.
2. Mystery Shopping
This method is used for retail stores, hotels, and restaurants, but works for most other services with front offices, including banks and insurance companies. The ‘undercover customer’ assesses the services based on a number of criteria, similar to those provided by SERVQUAL.
3. Post-Service Rating
Customers are asked to rate the service right after it’s been delivered. For instance, you can use Userlike’s live chat to switch to a service rating view once it closes, enabling customers to rate the service they have received, share explanatory feedback, and close the chat.
Additionally, you can use the Help Scout, where you can rate the service from your email inbox or via phone support. A simple scale of 1–10 is sufficient for post-service rating.
4. Social Media Monitoring
Using social media to evaluate employee performance and measure service quality has been yielding positive results. Several people consider the social media a place where they can unleash their frustrations and be heard.
Facebook and Twitter come to mind as the most obvious choices, but review platforms like TripAdvisor or Yelp can also be very useful. You can also request feedback on your service quality from your social media followers. Mentionand Google Alerts are two more powerful tools to track internet mentions of your business.
5. Objective Service Metrics
Objective Service Metrics are the stats which allow to implement a quantitative analysis of your service. Although they are not sufficient to judge the quality of your service, they do play an essential role pointing to the areas that need improvement.
· Volume per channel. Tracks the amount of inquiries per channel, allowing you to decide which channels to promote or cut down.
- First response time. Tracks how quickly a customer receives the first response on her inquiry. Although the issue may remain unresolved, it notifies them that they’ve been heard.
- Response time. The average time before a response. The majority of people who contact you via email expect a response within 24 hours; for social media channels, it’s 60 minutes. Phone and live chat require an immediate response, less than 2 minutes.
- Replies per ticket. Indicates an average number of replies needed by your service team to close a ticket. It’s a measure of efficiency and customer effort.
- Backlog Inflow/Outflow. The ratio of the number of cases submitted to the number of cases closed. The growth of this indicator implies that you need to expand your service team.
- Things Gone Wrong. This is the number of complaints/failures per customer inquiry. This parameter allows to identify products, departments, or service agents that need improvement.
There is, however, a whole range of metrics that the traditional methods do not — and simply cannot — measure. They include a deep linguistic analysis of the entire contents of the interaction between an employee and the client, both client’s and employee’s facial and verbal expressions, and many other parameters. It has been only recently become possible to measure them by the most current and innovative technologies of service quality measurement, which now employ neural networks, live video and audio stream and machine learning in business. A whole new era of measuring service quality is beginning, and companies need to prepare themselves, because the precision of measurements is only going to increase.
Heedbook is one of the most noticeable artificial intelligence tools for service quality management. Analyzing results of facial emotion recognition, verbal expressions, the content of the conversation with the employee and other parameters, it offers a complete range of services to measure overall customer satisfaction and control business processes on the front line.