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Successful e-commerce businesses have one thing in common. They take the time to understand the needs and wants of their customers at every stage of the customer journey.
But it can be a bit tricky to figure out which metrics are truly useful to track to increase customer satisfaction. We're here to help you out with that.
In this blog post, we’ll share five key customer support metrics you need to track to boost customer satisfaction in your e-commerce business. Let’s dive in.
1. First response time
Customers hate waiting on hold. Especially when they have an issue. Your team should respond as quickly as possible to customer inquiries, whether it is via WhatsApp, email or live chat. This is non-negotiable. Your first response time plays a vital role in determining the levels of customer satisfaction.
“90% of customers rate an 'immediate' response as important or very important when they have a customer service question. 60% of customers define 'immediate' as 10 minutes or less.” (Hubspot)
Are your customers actually able to get a response when they reach out to you? How quickly do you respond to them? These are the questions you need to ask yourself if you want to improve your first response time.
Here are some tips to improve your first response time:
💡Omnichannel widget
If you want to respond to your customers as quickly as possible, you may want to think about adding an omnichannel widget to your website. The widget shows all your integrated channels in one view and your customers get to pick their preferred channel of communication. This can be a great asset to your team, especially during busy days or after office hours. By using the chatbot and flowbot that you can add to the widget, you can answer FAQs quickly and efficiently, helping your website visitors 24/7.
Another option is to add a WhatsApp chat button to your website. The best way to add a WhatsApp chat icon on your website is by using an omnichannel widget. Using the widget, your customers can contact you via a WhatsApp button on your website.
A WhatsApp chat button comes with a few perks. When a website visitor reaches out via live chat, your team won't be able to contact them after they leave. However, if a visitor gets in touch via WhatsApp, they get the same experience without having to stay on your website to get an answer. This gives them a better experience while also giving you more time to reply.
2. Resolution time
Resolution time is a critical factor in customer support because it directly impacts customer satisfaction and loyalty. The longer it takes for a customer to get their issue resolved, the more frustrated they become, and the less likely they are to do business with you in the future. Customers whose issues are resolved quicker will be more likely to buy from you and recommend you to others.
Customer support teams need to make the most of their time and tools in every interaction to provide the best possible customer experience. This can be challenging. Fortunately, Trengo provides tools and features to help you achieve this goal.
Here are some tips to improve your resolution time:
💡@tag colleagues
When you’re having a conversation with a customer, it is important to quickly get to the bottom of their issue. Sometimes a team member will know the answer immediately. However, more often than not, they will need help from a different team or team member to resolve the issue.
Sending your customer a half-answer and telling them they need to contact a different department creates a terrible customer experience. And forwarding conversations internally back in forth is equally annoying. Luckily there’s @tagging.
This feature in Trengo makes it possible to get help from colleagues quickly. Below any customer conversation, team members can @mention each other and discuss the matter internally to find a solution - all without troubling the customers.
💡Assign conversations to specific team members
You can automate various tasks with rules and help your customer support team to work efficiently—without wasting any time.
Is there a question about orders or one about invoices? No need to go through all messages individually. Assign them straight away to the right team by using automation. The right team member with the know-how on this specific topic can pick it up and respond fast. This ensures customer queries go directly to the person responsible for handling them.
💡 Answer frequently asked questions with a chatbot
In Trengo, you can create your own chatbot and teach it everything it needs to know. You can simply fill in questions that you get asked frequently (FAQs) and add the right answers. The more variations of a question you provide, the smarter it becomes and the more accurate its answers will be. A chatbot can answer frequently asked questions and decrease the workload of your team.
💡 Provide self-service with a Help Center
By building a Help Center, you can enable your customers to help themselves. You can create articles on frequently asked questions and make the Help Center accessible on your website or in your website widget.
3. Customer satisfaction rate
Customer satisfaction rate is an important metric in customer support because it reflects the quality of service you provide for customers. Measuring customer satisfaction rates can help you identify areas for improvement and make changes to better meet your customers' needs.
To provide an experience that your customers will appreciate, it's essential to have a deep understanding of them. Every team that affects the buyer’s journey should listen to customers actively. You can do this by gathering qualitative feedback with a customer satisfaction survey, monitoring the content of customer service tickets, or simply setting up regular chats with your customers.
Sending customer feedback shows that you value your customers' opinions and are committed to providing the best possible service. But what do you actually do with the feedback you're given?
After you receive feedback, it’s important to follow up to show your appreciation and address any concerns or issues raised. You need to be transparent and communicate your efforts to your customers. This will help build trust and credibility with your customers as they will feel heard and valued. Also, they’ll be encouraged to provide more feedback in the future.
📚Related: WhatsApp is the perfect platform to collect customer feedback. Check out how you can automate collecting customer feedback on WhatsApp with Trengo.
4. Customer retention rate
Measuring your customer retention helps you understand how many customers are staying loyal to your business over a given period. A high customer retention rate shows that your customer support is meeting or exceeding your customers' expectations and they are likely to continue doing business with you in the future. Did you know that increasing customer retention rates by just 5% can increase profits between 25% to 95%?
In today's world, customer experience is the primary factor that determines whether customers will return to your business or not.
💡Tip: To improve your customer retention rate, you need to keep engaging with your customers through reactivation messages. Reactivation messages can help you win back customers who have stopped using your product or service. You can send a broadcast message on WhatsApp to reactivate your customers.
5. The data in your dashboard
In a customer service dashboard, you can track all of the above metrics and more. This helps you to keep a clear overview and makes reporting easy. In Trengo’s dashboard, you can monitor the following metrics:
- Average first response time
- Average resolution time
- CSAT (Customer Satisfaction Rate)
- Busiest communication channels
- Labels report. Which labels are being assigned the most?
📚Related: If you’re planning on using WhatsApp Business as a channel to connect with your customers, you’re going to need a WhatsApp analytics tool. Here’s how you can monitor all key metrics in a WhatsApp Business dashboard in Trengo.
Start measuring how your customer support team is performing
Measuring customer support metrics is the only way to know how well you are meeting your customers' needs and expectations as an e-commerce business. By tracking these five metrics, you can identify areas for improvement and make data-driven decisions to increase customer satisfaction.
Would you like to assess the performance of your customer support team? We have prepared a free template for you. Check out this Customer Service Performance Dashboard.
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