How To Perform a Customer Service Audit

Customer service has always been an integral part of business. Today, as there is increasing competition in the global digital landscape, delivering a better customer experience all-around is on everyone’s agenda. Like anything, of course, you have to know where you stand before you can improve. Enter the customer service audit. 

A customer service audit gives you a chance to review all aspects of the customer experience to see what is going well and what needs a little improvement. You may have your own specific objectives for this audit in addition to the general ones, so make sure that all objectives are communicated to everyone that’s involved with the audit process. 

The power of a checklist 

A customer service audit checklist is one of the most essential elements of the process. Without it, you won’t have a standardized process (or a handy list to follow). You can make evaluations and changes on a regular basis by simply answering the questions. This will help you focus on improvements and specific flaws that may otherwise be hard to find.

Supervisors and managers can use checklists as training tools, as well as to ensure that all standards are being met with customer service. Customer service teams can use these checklists to help them stay on track and focus on the goals at hand. Although every organization’s checklist might be slightly different, the following is a good baseline to start with:

• Is there a written customer service policy?
• Does the entire company get a copy of this policy?
• Do all customers receive their copy?
• Do you include customer service in marketing plans?
• What customer service elements are you monitoring?
• Are you monitoring competitors’ performance?
• Does your organization know the true cost of customer service?
• How do you report to customers on order/service status?
• Do customers have direct access to inventory/delivery information?
• Do you have a single point of contact for customers?
• Do you have efforts in place to estimate the cost of failures in customer service?
• Do you measure the costs of different levels of customer service?
• Do you have internal and external customer service policies and processes?
• How are policies communicated to customers?
• What is the average order/service cycle time?
• Do you monitor customer profitability?
• Does the CEO stay informed on customer service performance?
• Does your organization hire customer service-focused employees?
• What quality control measures are in place for customer service?
• Do you monitor customer service regularly?
• How do you monitor and respond to complaints?
• Do you manage the relationship effectively from start to finish?

This is a big list, but it’s not exhaustive. You might be surprised at just how much you find to add to it once you start going through your own customer service department. And if you have a product-based business, your focus might be slightly different than those with service-based organizations. 

Create a checklist that works for your organization and use it every time you perform a customer service audit. 

The audit process: Tips for success

In addition to going through everything in the checklist above, you’ll have a list of specific objectives or things that you want to accomplish. Again, these may vary from one organization to the next, but there are some tips and steps that you’ll want to make sure that you include. 

• Evaluate customer service quality and compare it with goals. 
• Identify areas of improvement and gaps that need to be filled. 
• Identify actionable ways to improve customer service at all stages. 
• Use a dynamic platform to gather and analyze the data. 
• Get internal (CSR) and external (customer) feedback about your customer service. 
• Conduct a complaint audit. 
• Establish a CSR onboarding process and verify CS standards across the organization. 
• Make sure that your customer service actually works (after-hours support, transfers, wait times, etc.). 
• Monitor key KPIs for customer service 
• Share reports with CSRs, executives, stakeholders, and other invested entities.

Examples of customer service metrics 

When you’re trying to monitor your customer satisfaction and the effectiveness of your customer service department, you will want to consider metrics like those below. 

Customer satisfaction score, or CSAT

This is the primary element of customer service metrics. CSAT, as it’s often called, is a metric that shows how satisfied someone is with your company, your products/services, or any other aspect of your business. You can use customer feedback tools to get this score or use survey tools and other feedback. 

First response time 

First response time is critical to customer service. No matter what happens after the CSR picks up the phone, how long it takes the customer to get to that CSR in the first place is everything. This affects the first impression and overall experience that customers have with your company. 

Slow response times tend to make customers feel like they aren’t a priority or that you’re too overwhelmed and they should find a company that has time for them. 

Average resolution time 

How long does it take your customer service team to resolve a single customer service issue or ticket? This is measured from the initial submission or inquiry until resolution and can have a huge impact on customer service ratings. 

Average conversion rate 

You’ll also want to monitor conversion rates for your products or services. Doing this will help you identify ways that you can improve customer service to help improve conversions. It will also give you the chance to target the right people with the right campaigns and make sure that you’re reaching audiences effectively. 

When customers are satisfied, they’ll come back for more

Making improvements for your business is great, but it also comes with increased responsibility. If you’re not in a place to handle a full CSR team, or you just want to outsource some of the extra work, ask how the virtual receptionists at Smith.ai can deliver solutions for lead intake, appointment scheduling, and even act as your 24/7 answering service so that you know your customer service is top-notch. 

To learn more, schedule a consultation or reach out to hello@smith.ai. 

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