Part 4: Measurement & metrics – what gets measured, gets managed!

measurements & metrics

Customer service is just one important component making up a successful business, but how do you know if your interactions with your customers are hitting the mark? Measuring your customer service is a vital step to ensuring consistency and quality in all your company's dealings with that crucial stakeholder – the people that buy your goods or services.

There are many good ways to assess the quality of your customer service accurately - here are 5 simple steps that you can implement and which will only cost you your time: 

Are people buying more from you?

One of the easiest metrics for measuring the quality of your customer service is simply to look at the volume of your sales. Happy customers tend to purchase more products, so if the number of sales you’re making are going up, it could be attributed in part to your level of service.

However, this method alone will not give you the most accurate assessment on the quality of service; an increase in sales could also be put down to seasonal variations, the economic climate or a recent markdown in prices. This gauge is more effective when you combine it with other measurement tools.

Ask your customers

One way to determine whether customers are happy with your level of service is to simply ask them. You can do this informally, by posing the question when they visit your business premises. You can offer follow-up phone calls or emails to ask customers about the quality of their last visit to your business. Or you can make the process more formal – create a survey that ask questions about different aspects of your service which customers can fill out and return to you. This can also be done easily via an online survey service like Survey Monkey (free for certain types of surveys). Many online stores nowadays ask customers to rate the product bought, or rate the overall purchasing and delivery experience with that order.

Measure the number and nature of complaints

Some companies evaluate the quality of service by the number of complaints they receive.  Don’t fall into the trap of thinking that just because you have fewer disgruntled customers, your quality of service has improved. Take note: by not paying attention to your quality of service, you may be inadvertently sending those grumpy customers down the road to a competitor – which leads us nicely to the next point…

Know your weaknesses

Effective measurement of the quality of your customer service will help you identify specific weaknesses within your business. For example, perhaps customers are not happy with the length of time they have to wait for answers or feedback, or they are frustrated because a certain product always seems to be on backorder. No matter what metric tool you use to evaluate your current level of service, it should be able to help you identify very specific areas where you have room for improvement.

Be aware of the competition

Knowing what your competitors are doing in terms of delivering great customer service can also help you know whether you are on track with your own service level. Send an employee down the road to act as a customer and find out how they are treated.  Talk to customers who used both businesses and ask them which company's service they like better and why.

Measuring your customer service will help you know if your service level is on par and where it can be improved. Through these easy tools, you can get an accurate idea of whether the quality of your customer service is where it needs to be or what you can do to raise your game on your current service level.

So how do we measure up? Let us know what you think of the #Clevercustomerservice! We’d love to hear from you – good or not so good (we don’t want to hear ‘ok’ – nothing to work on there!). Contact Clever Towers on This email address is being protected from spambots. You need JavaScript enabled to view it. or 01865 989899

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