Customers are the most vital asset of every business. A study by Helpscout suggests that 80% of companies say they deliver “superior” customer service, However, only 8% of customers agree with that assessment. Customer satisfaction act as the primary catalyst in pushing a company forward, and ensuring repeat business. However, companies cannot create their customer service strategies based on vague data or few interactions and can only trust quantitative data. Needless to say, thorough survey work and few measuring parameters have to be employed to understand the standards of customer service. These metrics will help in improving customer value while reducing the churn rate.

Customer-centric companies make it a healthy practice to determine the customer’s satisfaction levels, very frequently. Marketing teams can also improve their strategies using this particular data. Such practices keep them far from service deficits and place them ahead in the competition.

There are many worldwide methods for measuring customer satisfaction. However, only a few of them provide near to accurate data. Here’s a look at the most commonly used customer satisfaction metrics:

  1. Customer Feedback Through Surveys:

Customer Surveys are one of the most common and important methods of measuring the quality of customer service. It is better to ask your customers directly what they think of your service, rather than just self-assumptions. You may initiate different types of surveys on various channels, mostly after the service is provided. Surveys can be hosted in 4 different ways:

a) In-App Surveys:

Customers often tend to overlook such surveys unless they are caught in the action. In-app surveys are presented to the customer while they are in the process of using your service. This facilitates an immediate reaction and a potentially high response rate.

However, such surveys should not deter the customer experience when availing of the service. The survey should be short and precise and seamlessly inserted into the interface.

b) Post-Call Surveys:

The best feedback is received as soon as the service interaction gets over. CSAT surveys can be initiated immediately once the call gets over. The customer can provide feedback by just pressing a key, which is automatically rolled up to the manager in the CSAT report.


If you’re looking to ask insightful questions about the entire customer experience, then email surveys are a sure thing. You can also target segmented customers to ask in-depth questions about their situation and feedback.

While these surveys will give you the lowest response rates, still they allow customers who wish to do so to answer in greater details and provides you constructive feedback on your services. You can use this in-depth feedback to create CX strategies and increase customer satisfaction across a wider spectrum.

d) Voluntary Feedback:

Sometimes customers who had a bad experience or an extremely good experience want to let you know of the same and hence it’s also important to offer a way for customers to speak up of their own desire. However, an automated response often deters them from further engagement.

Thus, you should ensure a personalized response or arrange a phone call to understand the customer’s expectations. Furthermore, positive feedbacks can be recorded as success stories to encourage other customers and can be published as a success story on your website also.

  1. Net Promoter Score:

As per a study in 2020, 64% of customers are more likely to recommend a brand to their friends or families if it offers simpler experiences and communications. The net promoter score or the NPS method of measuring customer satisfaction revolves around this point.

NPS was introduced to fill in the gaps that CSAT couldn’t as it lacks the predictive power to gauge customer loyalty. NPS uncovers how likely your customer will recommend your product/service to their friends. The scale ranges between 1-10 where 1 denotes ‘Not at all likely’ and 10 denotes ‘Extremely likely.’ You can calculate your NPS by subtracting the percentage of detractors from that of promoters. The higher your score, the better is NPS.

NPS is ascertained upon the basis of an emotionally motivated question. Thus, the response rate is higher, and often dissatisfied customers never miss this opportunity to answer the survey. Ideally, you should use this opportunity to retain dissatisfied customers and make an impact on them with absolute customer service.

  1. Customer Satisfaction Score:

The customer satisfaction score or the CSAT score is a universal and most common metric used to rate a customer’s recent interaction with the customer service team. The parameter ranges from 1-5, where the lowest number denotes highly unsatisfied, and the highest number signifies highly satisfied. The more respondents give a positive answer, the higher is your CSAT score.

The CSAT is the basic method of understanding the quality of your service as it does not indicate any essential factors from the interaction that took place. The method won’t cover a customer’s principal impression of your company. Similarly, its results tend to be biased, since mildly satisfied or dissatisfied customers will tend to neglect the question entirely. Though the CSAT is an inevitable metric, it is by no means a complete one.

  1. Customer Effort Score

The customer effort score, or CES, is a customer-centric approach for understanding the quality of customer service. It asks the customer: “how hard did you have to work to get your issue with product/service fixed/query answered/service rendered?”. The measuring scale here ranges from 1 to 5, where 1 denotes fewer difficulties, and 5 denotes excessive hassle, and the lower your score, the better it is. The CES is a good indicator of increasing customers’ loyalty by saving their time and effort and shifting their efforts more towards unhappy customers. Most organizations also add a text box after the survey so that the customers can elaborate on their issue, assisting the organization to improve specifically on those fronts.

  1. Web-Analytics

Website analytics is a data-driven metric that works without any direct involvement of the customer. It crawls your website traffic actively, reads your sales funnel, understands your customer behavior, and predicts future conversions. Such insights, if compiled and utilized smartly, can result in the creation of a successful customer service strategy that can be a crucial differentiator among your competition

  1. Social Media Metrics

Customers can reach you from any medium and Social media is one of the most popular one nowadays. They openly flaunt their purchases on social media and even go on insulting the brands who dissatisfy them. Social media is an important channel to monitor customer happiness. Most social media platforms come with a business account facility that provides an analytics dashboard and insights. Carefully observe your audience and focus on their comments, on their recommendations. Customer support teams should gather this data and create CX strategies to improve the satisfaction/engagement levels for a better social media presence.


Customer service metrics are the food for every business. Ways for measuring customer satisfaction might vary across industries; however, the above-stated pointers are the most successful parameters that are used to guide a customer support team. You cannot improve what you don’t know or what you can’t measure. Thus, measuring customer satisfaction must be a widespread practice at businesses of all sizes, and domains

DialDesk is a company that understands the importance of this practice and pushes a synergetic support system for businesses across the world.

In its simplest definition, customer experience is the sum of all the interactions that a customer has with a company over the course of the relationship and includes the customer’s feelings, emotions, and perceptions of the brand during the course of those interactions. Some people question whether product and price are part of customer experience.

Customer experience is actually the “umbrella discipline,” so to speak, while customer service falls under that umbrella. Customer service is just one of those interactions, one touchpoint in the overall customer experience; servicing customers is one action of many that comprise the customer experience.

Journey maps are a way to walk in – and to capture – your customer’s steps and chart her course as she interacts with your organization while trying to fulfill some need or complete some task, e.g., call support, purchase a product, etc. The map (created with customers, from their viewpoint) describes what customers are doing, thinking, and feeling at each step in the journey. With the right data integrated into the map, you can identify key moments of truth, i.e., make-or-break moments or moments during which the customer decides if she will continue to do business with you or not, and ensure that those moments are executed flawlessly going forward.

Important to the journey mapping process is to have the right customers and the right stakeholders in the room to create the maps. The right customers are those for whom you’re mapping, obviously. We typically identify the personas for which we’ll map before beginning any mapping workshop; the right customers will represent those personas. The right stakeholders include individuals from the cross-functional departments that are either directly or indirectly involved in the journey that you’re mapping.

The customer service experience is one of my favorite journeys to map because it is such a rich experience; it affords such huge teaching and learning opportunity.

People contact customer service when the product isn’t working right; the documentation isn’t clear; marketing set expectations that the product didn’t deliver; sales sold the dream and not what the product actually does; the invoice is not accurate or hard to decipher; or for a variety of other reasons. Something (i.e., the experience) broke down somewhere upstream, long before the customer even thought about calling – or even wanted to call – customer service.

In other words, when messages are misleading or confusing, when the customer has a complaint about an interaction or a transaction, or when something doesn’t work the way the customer expects, the experience is broken. The resultant action: the customer calls customer service to get help or to get answers.

This call isn’t customer service’s fault. This isn’t a breakdown in service; this is a breakdown in the experience. And so, customer service takes the beating and the anguish from the customer for something that could’ve been designed better upstream. Had that proper design occurred, the number of frustrated customers calling the call center would have been drastically reduced!!

Suggested Readings: TOP 6 Reasons to Invest More in Customer Experience

Have you ensured Positive CX at all touchpoints – Get your checklist


Customer service reports  not only provides you an overview of all customer service requests received from your customers but also allows you to identify the key areas for improvement, plan your workload and schedules of your customer support team. You can keep track of your CX trends, and most importantly, you get to know whether your customers’ expectations are met or not.

Lets have a look at the reports:

1) Number of requests received per day:-

The “number of requests received” report shows you how many customer requests you have received within the last day(s). Knowing the number of requests you receive helps you identify customer service trends and gives you insight for how you can plan and schedule your support team.

For example, if you start to notice an increase in requests on Saturdays and Sundays, it might mean that you need to schedule your team to work on the weekend.

2) Number of requests closed per user:-

The “number of requests closed per user” report provides an overview of how many requests each support agent is closing. With this report, you can measure the performance of individual customer service agents, allowing you to identify how productive each agent is and how many requests they are able to handle.

If you find that an agent is answering twice as many requests as the rest of your team, it might mean that the agent is “cherry picking” the easy requests over the more difficult ones. One way to solve this is to automatically assign requests to the next available agent so that all requests are distributed equally.

Another example might be that one agent is answering too few requests compared to the rest of the team. If an agent is struggling, then you should consider conducting a training session. Find out what’s slowing them down and suggest ways they can improve their workflow.

3) Average response time:-

According to a study, 82% of customers say the number one factor to great customer service is having their issues resolved quickly. This is why it’s important to measure how long it takes you to respond to a customer!

Average response time is calculated from the time a request has been sent by a customer, to the time an agent has responded. For example, if a customer sends a request at 3pm and a customer service agent responds by 4pm, then the response time is one hour.

The faster you can respond to a customer, the better service you deliver.

If you find it is taking too long to respond to customer service requests, if could be due to the fact that the right department or agent isn’t receiving the request and that the delay occurs when trying to find the right contact person.

Another reason for taking too long to respond might be due to the responses themselves. Are your agents creating each response from scratch? Are lengthy emails slowing down your response time?

4) Number of messages per owner:-

Customers don’t enjoy endless back and forth messages with customer service departments and prefer to have their issues handled by an agent who has all the right information, asks all the right questions and gives accurate answers, within the first reply.

What is first contact resolution?

It’s when you can resolve a customer issue in your first response.

Only 11% of companies are able to manage customer requests in the first reply.

This report tells you how much effort your customers have to put in to get their issues solved.

A high number of messages could indicate that the request responses from your team are not detailed enough.

However, an agent could easily include all of these details within the first response, which would lead to a high first contact resolution rate.

5) Number of requests created per month:-

The “number of requests created per month” report is an important report for identifying customer request trends.

Like any business, you will have your high season and your low season. If you sell your product or service to businesses, you can expect a high volume of requests during the work week and you can expect the number of requests to drop during the weekends.

When there’s so much data available, it’s easy to spend time reading the wrong reports.

And there’s no use in getting bogged down in data without knowing what to actually do with it. The reason you are reviewing this data is so you can make better decisions, improve your processes and understand how your team is performing.

By using these customer service reports, you can keep track of trends, employee productivity and customer satisfaction, all of which have a significant impact on your bottom line.

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