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.
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:
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.
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.
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.
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 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.
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.
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.
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.
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