Embracing the Data: The SAAS Customer Support Metrics You Need to Measure at Team Level

on July 19, 2019

Your support teams are your support capabilities. They’re on the front line every day, engaging with your customers and delivering satisfaction at every opportunity. But just how well do they do it? What could they improve? Where do they excel?

These are all good questions, and unless you have the right SAAS Customer Support Metrics in place, it’s likely you won’t be able to answer them.

Understanding how they’re performing is an essential capability and helps with decision making throughout the support function.

In most support infrastructures, a single support team will be overseen by a support team leader. This individual will look at the both individual and team metrics and work to improve them wherever possible. In this management structure, it’s critical the team leader has access to the right information to effectively evaluate team performance and improve the quality of support delivered on a day-to-day basis.

Most businesses benefit from a data-driven approach to customer service management. They monitor, evaluate and iterate to ensure each element of customer service is delivered to a high quality and that changes are made where needed to maintain the quality customers expect. Customer satisfaction is key to successful SAAS customer support and so it’s essential the right metrics are in place to ensure evaluations are done in the right way and to deliver above and beyond expectation.

Metrics That Matter

Here we take a look at the team metrics that make a genuine difference and how they help you evaluate your support performance. With these in place, you’ll be able to identify your support strengths and weaknesses, and take steps to unlock the full potential of your support function.

Average Team Handle Time:

The average query handling time across a team

The average amount of time it takes for a team to handle a query will depend on multiple factors. In most instances, a team’s average handling time will often reflect the complexity and depth of the average query and this makes it very difficult to measure and identify what good looks like. However, if you have several teams working with the same customer base, comparing their stats is viable and will provide high-quality data, helping you to effectively measure their relative performance and set valuable goals.

Most teams are set a target handle time based on their own set of variables and this encourages them to find the most efficient way to deliver high-quality customer service, without sacrificing customer satisfaction. However, the times set must justifiable to ensure they maintain accountability within the business.  

Average Response Time:

The average amount of time it takes to respond to a customer support enquiry

Average response time is a good indicator on how well a support team is performing and is often indicative of whether they’re delivering a high-quality customer support experience. Customers left waiting long will often consider their support experience sub-par and may take action that impacts your bottom line.

In most instances, where the average response time is high, the support team are either too busy due to the volume of calls, wrongly prioritizing other activities or lack the resources/capabilities to quickly and effectively resolve the calls that do come in. If the response time is low then customers are receiving a high-quality of customer service and are likely to be satisfied, as they’re getting the attention they need, when they need it most.

Highest Wait Time:

The longest a customer has had to wait on hold before talking to a support operative

Understanding the longest wait time for your customers is key to effectively evaluating your performance and helps you understand how well your team operates in peak periods. In addition, it may also offer perspective on the resources your team has available and whether greater numbers are required to meet customer support demand.

Most support teams are set a target for highest wait-time that must not be exceeded. This is to ensure an acceptable quality of service is delivered. Many institutions are embracing alternative solutions to prevent customers waiting for excessive periods, such as call-backs or messaging systems. As such, this metric is becoming less important as it’s having less impact on the quality of service delivered.

Team Utilization:

The amount of time support teams are online (%)

Your support teams are often busy and so they’re not always online to handle support activities, although it should be one of their primary concerns. As such, it’s important you monitor how much time they’re active, to ensure enough is being committed to delivering a high quality of service.

If team utilization is low, it may mean support activities are being misprioritized, or alternatively, there may in fact be too much resource for the support demands. Whatever the case, team utilization is a good indicator of efficiency within your support teams.

Average Customer Satisfaction Score:

The average performance score based on external customers surveys

This figure evaluates how satisfied customers are with the support provided after the call is finished. The score will often reflect the capabilities, attitude, resources and quality of the team in question.

A good average score suggests the team is happy and has everything they need to deliver a desirable quality of customer service. A low average score on the other hand suggests there are issues or challenges that must be addressed.

Asking customers to evaluate teams is the best way to recognise good/bad performance. Averaged out over multiple calls, this is often one of the strongest and most reliable indicators of high/low quality customer service offering. In some instances, it may even be worth incentivizing your customers to answer this question, as the more data you can collect, the better and more valuable the insight will be.

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The SAAS Customer Support Metrics You Need to Measure at Team Level Summary:

  • Average Team Handle Time

  • Average Response Time

  • Highest Wait Time

  • Team Utilization

  • Average Customer Satisfaction Score

With the right information on-hand, your team leaders will be able to effectively monitor, evaluate and improve their support team’s performance and take action to enhance efficiency and the quality of the support delivered. Team-based information not only helps them to see strengths and weaknesses, but also enhances visibility on opportunities to improve, effectively informing the decision-making process.

Team metrics also help compare performance across the business. If there are multiple support teams involved, all serving the same customer base, then these metrics will help determine what good looks like at a team-level, and how it can be achieved. This ability to compare is essential to setting the baselines that will play a large role in scoping and setting further objectives for your teams.

Using the right SAAS customer support metrics at a team level is critical to effectively creating a data-driven operation that is always progressing. Remember, there’s always room for improvement and your data is key to bringing the very best out of your support teams.

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