Behaviour, it’s one of the things about people that is fairly predictable. As said in the earlier blog post this post will be dedicated to behaviour tracking and the KPI:s that are used. Humans are predictable, and behaviour does not always equal to what we state is our opinion. This is why your customer service should focus most of the tracking on behaviour.
So how can your customer’s behaviour inform you on how you should organise your organisation? Keep on reading and you will find out.
You can tell a wide range of details about your preferences but that does not always equal to your behaviour. You might knowingly, or unknowingly, try to portray a certain image of yourself but the data that you leave behind might tell a completely different story about you. We all know that changing our habits are a difficult mission. While we might succeed at first, we sooner or later probably will fail with our change.
Behaviour provides more concrete data than opinion. Opinion is nothing more an emotion, and those are hard to express in a concrete way. Even worse is it to express emotions in a number. Emotions are after all more complicated than a scale ever could visualise.
Customers’ & Customer Service’s Behaviour
When you measure behaviour, you should both measure your customers’ behaviour and your customer service’s behaviour. For a customer it could for example be interesting to have the following data. How often does your customer contact your customer service? What channel do they choose to contact you by? How many times have they purchased something from your company and to what amount? Have they returned any items? Have they mentioned you on social media?
For you customer service the following data could be of interest. How quickly will your customer receive a response to their inquiry? The metric for this is called First Response Time (FRT). For how long on average does a customer have to wait for you agent to answer the phone? This is called Average Queue Time (AQT), and it has a direct correlation to your Service Level Agreement (SLA). Most customer services cares about SLA which means you have you care about bringing down the AQT. We also have the obvious metrics like how many calls are coming in, and how many calls goes unattended.
Organising Behaviour Tracking
The amount of data you could collect will quickly grow and you should probably connect the data to your customer journey. By connecting it to the journeys different steps you can quickly see where there might be a problem. That problem can be a reason for your volume of incoming problems to your customer service. At least make sure you know the why to each metric. Try to limit the data you are tracking to only what you need. So be clear on what those needs are.
Another way to make sure you are collecting the right data is by first creating a model for what is called health score. The Customer Health Score is more common in customer success but it can be utilised in customer service as well. The score is quite flexible and you can create your own model for it, but read ToTango’s version of the health score here. It can become quite complicated but I think it’s useful to track behaviour.
Don’t forget to read the last blog post to get the bigger picture of this blog post. The next blog post will be up on Friday. We at Connectel focus a lot on statistics which you can see in our product called Insight. Contact us if you are interested in finding out more about Insight and CEC. You can also read about CEC on OpenYourChannels.com.