Data is powerful in today's world and modern service teams have tonnes of data stored including customer feedback data, call recordings, etc.
To make proper use of this data, customer service analytics comes into the picture. It helps in bringing out insightful information from this raw and unorganized data. It also gives additional information about customers' expectations and behavior.
In this blog, we'll cover everything about customer service analytics, its benefits, use cases, and metrics that help in analysis. So stay here till the end for insightful information. Let's begin.
What is Customer Service Analytics?
Customer service analytics is the procedure for gathering and examining customer feedback to extract insightful knowledge. It can improve customer experience (CX) strategies, build customer loyalty, and retain customers by assisting you in better understanding their requirements and expectations.
To gain actionable insights that help you assess your strategy and create better customer experiences, customer service analytics includes collecting and analyzing various types of customer service data and metrics.
Every customer interaction from surveys, and support tickets to live chat, emails, and social media comments is an opportunity to gather data.
The best way to have a comprehensive understanding of customer experience and know about your customers' wants and needs from your product or service is to combine quantitative and qualitative data.
Analytics can assist you in understanding your customers' journey and pinpointing the problems they run into the most frequently. Also, you may utilize analytics to predict the behavior of potential customers based on current and previous customer activities and be better prepared to support them.
Use Cases of Customer Service Analytics
Let's take a closer look at some key areas where customer service analytics may make a real difference.
1. Finding Customer Pain Points
Whenever customers face any issues, they contact the customer service team. It's undeniable that nobody can understand customers' problems better than customer care representatives. Every dissatisfied customer has a significant pain point that a company fails to address.
Customer service analytics can help you identify those customer pain points that have caused discomfort along with strategies to position your business or product as a solution to those concerns. Even your customer care channels can be evaluated for effectiveness.
You must discover and solve every single pain point if you want your product or service to stay on-trend.
2. Customer Feedback Analysis
The majority of customers think that brands ignore their feedback. To understand your customers, a detailed analysis of customer feedback is necessary.
Customer service analysis can assist you in converting raw feedback into valuable and actionable customer service data. Your company can find significant solutions after thoroughly analyzing customer feedback.
For instance, customer service personnel can find out how satisfied consumers are with the quality of their service, or the product team can identify all significant changes that could be made to a mobile app's beta version.
3. Take Effective Decisions and Lower Costs
Customer service analytics can be a reflection of the future in addition to past performance. For instance, following a thorough analysis, your company can determine the customer interaction methods that are most popular among customers.
Data-driven decision-making will shape customer service in the future. Cutting staff or purchasing cheap hardware to lower customer service costs is not always necessary.
With careful planning, you can provide the best services at the most affordable prices wherein customer service analytics will play the role.
Benefits of Customer Service Analytics
Knowing customers better will help you in adding value for your customers via a customer-centric service. Implementing a data-driven concept to customer service can greatly influence your company.
Customer support teams can extract various customer insights from analytics and take proactive action on them. For instance, you might discover that new users are finding it difficult to understand how to use your product. In this scenario, you can update and enhance your documentation, guided tours, and FAQs to make things easier for potential users in the future.
Apart from this customer service analytics have various other benefits that are listed below:
1. Clear understanding of Customer Journey
Customer service analytics provides a comprehensive view of how customers engage with your business, enabling you to visualize the customer journey. In addition to identifying the most frequent problems that result in poor outcomes, you can spot patterns in the actions of happy customers and list down things that work well.
2. Dig into Customer Pain Points
You may learn which problems agitate your customers the most and what worries them the most by examining customer service interactions. Knowing the difficulties that your customers want to solve through your product (pain points) can help you find the best solution for those problems and provide a satisfying customer experience.
3. Track Rapid Actions on Customer Feedback
You can receive prompt and useful feedback by sending a brief survey right after a support conversation. Customers might post reviews on social media right away after making a purchase or signing up for a service, for instance. You can track your team's performance, find dissatisfied customers (and stop them from leaving), and keep track of customer satisfaction by keeping an eye on customer feedback in real time.
4. Be aware of Customer Needs
One of the most intriguing benefits of customer service analytics is the ability to predict customer behavior. You may identify trends, be better prepared for potential problems or events, and customize your customer care offerings to your client's needs by looking at historical customer data.
5. Evaluate overall Customer Satisfaction
Repurchases and favorable reviews are more likely to occur when customers are satisfied.
Customer service analytics may assist you in measuring customer satisfaction and identifying brand boosters, whether it be through sentiment analysis of customer support conversations or by looking at metrics like CSAT or NPS scores.
The nicest thing about analytics is that it gives you useful information on the particular causes of consumers' satisfaction or dissatisfaction with your customer service. You will be able to pinpoint exactly what influences customer loyalty and which areas of your company need to be improved.
6. Boost Customer Loyalty and Retention
A new customer costs a business five times as much to acquire as an existing one does to keep. The key to corporate growth in this situation is enhancing customer loyalty and retention.
Analytics help your customer service team understand how your clients feel and identify dissatisfied consumers who are at risk of leaving. To comprehend the causes of customer turnover, you may also use cancellation survey data.
You won't be able to create a strong strategy to increase customer retention until you've thoroughly examined this data.
Customer Service Data Metrics
Here’re some of the customer service data metrics that you need to track for customer service data analysis.
- Average Response Time
The average response time represents the length of time that it typically takes for your representatives to address customer questions or complaints. Customers want problems to be fixed right away. Therefore, regardless of the channel, the objective should be to dramatically reduce the ART (average response time) and share faster responses.
- Ticket Volume
You can make crucial choices if you are aware of the total ticket volume (problems or requests) heading into your company and their nature. For instance, you may determine how many employees you'd need to manage an increase in the number of tickets, and you can design suitable work schedules that ensure your agents are ready at all times.
- Customer Satisfaction Score
How satisfied clients are with a company's goods or services is a constant metric for successful organizations. You may assess the calibre of customer service interactions using the CSAT score, which is a crucial statistic. Using survey software, you can design a CSAT survey and distribute it to your target market in a matter of minutes.
- Net Promoter Score
By asking customers how likely they are to suggest your product or service to others, the Net Promoter Score (NPS) aims to evaluate customer loyalty. Customers must provide feedback on a scale of 0 to 10. For instance, you can post an NPS survey shortly after a successful support contact ends to assess the quality of your service.
- Customer Effort Score
Customer Effort Score tells you how much customer effort was needed by customers to resolve their difficulties. CES is a crucial metric that can show how well a customer was treated during a support interaction. Customers can rate their experience on a 5 or 7 point scale (from "Very Difficult" to "Very Easy") in a CES survey.
Customer service analytics provide in-depth information on how customers view your customer support and how well your team is doing in meeting the growing customers' standards.
You can determine whether your company is on the right route to providing excellent customer experiences by looking at various metrics Ticket Volumes, CSAT, NPS, etc. To fully comprehend the significance of these numbers, it is crucial to analyze qualitative data.
Olvy is here to help you gather feedback from customers and analyze that customer service data. Your company can measure the important parameters and provide wonderful support every day with the help of our user-friendly feedback collection tool. Try this once and see the results yourself.