5 Trends to Uncover in Your Customer Service Data

By Brett Grossfeld

A whole lot of data comes out of support interactions, enough so that astute support leaders can pull insights, discover trends, and improve how their business serves customers. While the data may only suggest what’s going on with your customers and agents, it’s important to be able to spot trends quickly.

Here are five telltale signs that there’s a trend involving your customers and the effectiveness of your customer support:

Changes in your customers’ expectations

Metrics to watch: CSAT, spikes in self-service resolutions

Customer satisfaction (CSAT) scores indicate more than just a gratifying support interaction – it’s metric that can indicate if customers are happy with the entire business.

If overall CSAT is decreasing, it’s good practice to look deeper and find out why. You could send out a follow-up survey), or even analyze tickets that received a poor satisfaction score to try and find similarities between them (look out for slow resolution times or too many escalations). Tickets with low satisfaction provide great insight into opportunities to make process adjustments or provide additional training to your team.

Pay attention to spikes in self-service resolutions as well. If multiple customers are finding the assistance they need in a specific help article (or one is frequently recommended by an AI assistant like Answer Bot), it could indicate a point of interest amongst your customers. That information could be passed along to a product team for future improvements, or it might inspire a campaign to drive more awareness towards how the feature works.

Your customers’ channel preferences

Metrics to watch: volumes by channel, self-service resolutions, ticket deflection rate

If you offer multiple support channels, knowing which channels your customers gravitate towards could inform your support optimization strategies.

By looking at tickets volumes by channel, you can see how many tickets are coming in through each one. That could give support leaders a better sense of how to staff agents on those channels or which channels customers should be guided towards. For example, a customer may prefer to live chat with someone when they’re looking to make a purchase or urgently need support. That option could be surfaced to customers on your pricing page or in their shopping cart.

Since many customers prefer to self-serve before reaching out to an agent, take note of how frequently self-service resolutions occurs. It may be worthwhile to optimize those options. Measuring the success of self-service involves finding your ticket deflection ratio by dividing the total number of users of you help center by the total number of submitted tickets. Pay close attention to article views and comments as well—those numbers will indicate if the help guide is being used.

When your customers want to seek help

Metrics to watch: ticket volume spikes

Spikes in ticket volume reveal when your customers prefer to use your products, which often correlates to when they seek customer support. Look for patterns and cross-check them with other factors, such as an uncommon event like a service outage. If spikes are occurring without unusual …read more

Read more here:: B2CMarketingInsider

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