11.06.2017   12:23    Project news

How to measure customer happiness

There are lots of digital tools at the disposal of customer support departments. These serve to automate workflow as well as to precisely evaluate the quality of provided support.

Companies with a large flow of incoming requests have generally accepted KPIs (Key Performance Indicators) for support teams:

  • Initial response speed
  • Average resolution time
  • Number of processed tickets by the period
  • Successfully resolved tickets
  • Tickets resolved by priority
  • Customer complaints against an agent
  • Individual customer service rating

Helpdesk solutions with built-in analytics can measure the average response time or the number of handled tickets per day, but these data do not answer the central question: Is your customer really happy? In the pursuit of the best scores, there is a risk to neglect the true customer concerns. In this article, we decided to gather the most important indicators that affect the client's happiness.



One of the most important metrics is how fast you react to new requests and how quickly you resolve them. According to research, 45% of users will cancel an online purchase if their question or comment is not handled promptly. For different communication channels, there is a different expected response time:

  • For a phone call: 53% of customers expect an answer within 3 minutes.
  • For email: the maximum allowed response time is 24-48 hours.
  • For social networks: 42% of users expect a reply within an hour, 32% – within 30 minutes.

It is social media where response speed matters the most. Just let it sink in: customers are willing to pay up to 40% more to companies that respond in time on social media. We can tell from personal experience: if you mention a big company (e.g. your bank) in an angry tweet, they are likely to respond in 5 minutes, while you will be waiting for free operators on the line for hours. Failure to respond on social networks is unforgivable – it causes up to 15% of customers to leave said business, as the ruthless statistic claims.



If the response speed can be measured quite accurately, the individual customer service rating is volatile and unstable. Studies confirm that response speed is not customers highest priority. It is much more important to be human and show empathy. If the client has a problem, listen to them carefully. Try to make your response more personal, speak the human language instead of template phrases, and you’ll have more chances to satisfy your customer. If the speedy support increases customer satisfaction sixfold, empathetic support does so ninefold.

Customer service rating is also based on how easy it is to get the help from the company. 55% of customers acknowledge that the easier it is to get support from the brand, the more likely they will fall in love with it. Want loyal customers? Make their lives easier. One of the first steps of building loyalty is to reduce the number of unnecessary actions for your clients. And the more channels of communication you provide to customers, the better for you. For example, today 58% of users want to contact support services via online chat. And 91% would rather use the knowledge base before contacting technical support.



The percentage of successfully resolved tickets directly affects customer satisfaction and your profits. Satisfied customers are likely to spread the word to their friends and colleagues. It is estimated that 1 happy customer equals 9 referral links. In addition, the probability of making money with existing customers is much greater than with new ones – 70% against 20%. Increasing the retention rate by only 5% can increase profits by 95%.

We can assure you: any of your investments in customer service will pay off in full. It was estimated that 86% of users are willing to pay more for excellent service. On average, the customer is willing to pay 2.4 times more to companies that provide top-notch service and support.



Customer complaints are an alarming signal, and it's even more serious than one might expect. As a rule, one unhappy client with a complaint means there are another 26 dissatisfied clients who remained silent. This is how we are: we share negative news and experience more willingly than positive ones. On average, 1 dissatisfied customer tells about their negative feedback to 16 people.

82% of customers stop using company products or services after a negative experience with their support team, and 59% of users would try the product of a competitor in search of better customer service. If these numbers don’t terrify you, your customer support team probably works like a charm.

One of the above-mentioned metrics is the percentage of successfully resolved tickets. It is very important. Have you successfully closed 12 tickets? Nice job. The same time and effort will be needed to make amends for only one negative incident. If you really screw up, you must apologize. In 74% of cases a sincere apology and successful problem resolution lead to customer satisfaction (2 times more so than without any apology).



Your support team also needs care! Provide support agents with all the necessary tools, spare no time for their training and preparation. The first way to enhance your support team performance is an extensive and understandable knowledge base. We already mentioned that the vast majority of users (91%) will first try to find a solution to the problem themselves. Another key to success is automation. Use automatic responses, ready-made templates that can be quickly edited and customised, automation rules, etc. Even for a small team of 3 agents, automation saves 25 business days per year. Finally, provide the right motivation. Someone likes the "carrot and stick" approach, but here is an unbiased statistic: 81% of employees are better motivated by recognition of their work and its value, while only 37% of people are driven by fear of losing a job.

Measuring the KPIs of your support team is not superfluous, but it's not worth only digesting the numbers. Encourage your team, respect your customers, and you will hit it big time with loyalty and profits.

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