What B2B Customers Really Value When Calling Businesses

When calling a business, people want their issue to be resolved quickly.  

A recent survey from Clutch found that nearly 8 of 10 people consider an “efficient resolution to their issue” to be one of the three most important traits they value when calling a business.

Despite the rise of chatbots and text support, telephone customer support is still critical. People value speed and availability, but some calls still require a human touch.

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How to Choose Customer Support Metrics that Matter to Your Business

In the data-driven corporate world we work in, metrics are everything. And, thanks to so many technology solutions on the market, getting information is easier than ever before.

However, getting the right information is the real challenge and what differentiates a customer support data novice from an expert. Looking at the exact information your business needs can elevate an entire team to perform better and exceed expectations.

Sadly, for finding this information, there isn’t a magic bullet. Instead, here are some tactics to consider for choosing the right customer support metrics that matter for your business…

Make sure the metrics explain your organization – More than anything else, it’s important to choose metrics that fit your company and your industry. For example, if your company works in a fast-paced environment with a high volume of inquiries, ticket resolution time may be an important metric to focus on. For companies that stress highly detailed customer interactions, ticket satisfaction may be the metric for you. Don’t track metrics just because a colleague or whitepaper says so. 

Choose a diverse range of metrics – When selecting metrics, it’s important to make sure the data you evaluate hits all layers of your business. Select simple metrics like number of tickets received that can be easily observed but also detailed customer support data points (such as average number of open tickets by customer) that drill into the details as needed. If you only look at the basic metrics, you won’t be able to see problems that are growing below the surface. However, if you spend too much time below ground with detailed data, you won’t see the full picture and miss common data trends. It’s important the metrics you keep an eye on have a blend of complex and simple.

effective-reporting Click here to download our whitepaper to understand the importance of effective customer support reporting!

 

Test and evolve metrics that add value – Tracking customer support metrics isn’t just something you do once and then forget about. Schedule a couple times each year to step away from your data and ask yourself why you look at these datapoints. Are some no longer providing value? Do they need to be updated as your business has changed? Don’t stick to a rigid set of metrics for years, instead keep an eye on how your business changes and adapt as needed. Look at some metrics you aren’t tracking and drill into the ones that make you say “I need to learn more”. Bringing in an outside perspective, such as a trusted executive from a different department, can be a great way to get fresh ideas on the data you’re tracking.

 

We hope these tactics were helpful in determining how to choose the right customer support metrics for your business. At the end of the day, make sure your metrics make sense for your specific company and they cover a diverse range of datapoints. If you’re stuck on what to track, a different internal perspective can sometimes help to revamp the value of specific metrics. Doing all of this will help you in monitoring those right metrics for business success!

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