Chapter 4: Effectively Use Service Data to Uncover Insights

 

Chapter 4: Effectively Use Service Data to Uncover Insights

Service managers often contemplate critical questions like:

  • Are my customers happy?
  • With all the business growth, is the service team prepared for change?
  • Are we using the right service metrics to measure what we care about?

Service Cloud implementation can bring your business tangible benefits by improving customer service quality and increasing agent productivity. But for optimised implementation and lasting impact, it is important for service teams to track and analyse the right service metrics and to create a service metrics strategy that aligns with overall business goals.

Align Service Priorities and Business Goals

The customer support team – leaders, admins, agents, etc. – should identify their top priorities, such as:

  • Reducing the time agents spend on manual repetitive tasks
  • Training existing or new agents
  • Improving CSAT scores

Next, business goals for the service teams can be identified. Goals may include:

  • Empathy-driven support
  • Customer success
  • Brand loyalty

Once service teams have identified their priorities and goals, they can define the exact metrics that align with these, and measure the success of their service strategy and efforts.

Use Case Management

Before any service metrics are available for analysis, basic case management must be implemented in Salesforce Service Cloud. Cases are what track customer questions and feedback, and service metrics are eventually inspired from these cases. Discuss with the key members of your service team about what they want to gauge from metrics and which metrics are important. Simple, strategic questions can lead to a better sense of what they really want to measure, for example:

Types of Service Metrics

There are mainly two types of service metrics:

Internal metrics

  • Focuses on what happens inside the contact centre, for example: overall employee turnover
  • Measures the effectiveness and satisfaction levels of your agents

To monitor the productivity of your contact centre, it is important to measure both – individual agent performance and performance of the entire service team. Such performance related metrics will help you learn:

  • What agents are doing with their time
  • How effective and efficient agents use their time
  • How much time the contact centre staff, as a whole, needs to get their work done

External metrics

  • Focuses on what happens outside the contact centre
  • Measures the satisfaction of your customers and quality of customer relationships

For a better view of service as a whole, it is important for every organisation to strike a balance between both types of metrics.

No other department in an organisation has more customer touchpoints than the customer service team. So, external metrics like CSAT (Customer Satisfaction) and NPS (Net Promoter Score) scores help a company to gauge whether the tide of customers is coming in or going out. CSAT and NPS scores are great indicators of overall customer happiness and how they perceive your brand overall. On the other hand, a metric such as customer churn rate can help an organisation determine if there are more customers leaving than joining in.

Service Metrics are Always Evolving

While service metrics can say a lot about the performance of a company, business activities often impact service metrics too. For instance, introducing a new HR benefit can help agent retention, or the launch of a brand-new product could increase the caseload and backlog. Even the introduction of a new service channel, such as chat, can require its own set of metrics given how unique chat conversations are – shorter and less complex – than conversations on other service channels. So old or static service metrics aren’t good enough.

Salesforce Service Cloud offers service teams the freedom and flexibility to revisit the list of service metrics that matter to their business. This enables the service department to respond to heightened customer demands, identify how agent success can be measured best against a changing business or organisational landscape, and also factor in the importance of shared metrics between departments.

 

To get a detailed understanding of how you can use evolving service metrics effectively in your service strategy, download the complete report – New Service Metrics for an Evolving Landscape.

Reporting and Analytics

Identifying the service metrics to be tracked? Check! Next, the relevant service data is fetched from Salesforce to understand and act on.

This is where Service Cloud’s reporting and analytics tools come in. Salesforce offers an entire suite of reporting and analytics tools that can help service teams to make sense of their data, monitor, and manage their metrics:

For a step-by-step understanding of service data analysis in Salesforce Service Cloud, click here.


Read Chapter 5: Leverage AI to Improve Customer Service

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