Michiel Gaasterland
Michiel Gaasterland
Chief Brand Officer
Feb 20, 2020

Trend #2: Measure what customers value

Paying customer

This is the second post in our series of Seven Customer Service Insights for 2020 and Beyond.

There are so many recommendations on which customer-related metrics to watch out for in 2020 and beyond that it can be difficult to see the wood from the trees — especially for a medium sized company.

Overall, we noticed that, with the exception of resolutions rates and response times, almost all customer-related metrics are now being incorporated into customer experience metrics — often being summed up into CX KPIs.

In addition, as a result of the proliferation of new channels, bots, tech and tooling, it looks like ‘journey metrics’ are set to become much more complicated. Measuring across so many channels while trying to gain a cohesive picture of the customer journey is devilishly difficult.

So, who’s recommending what, when it comes to customer service data and analytics trends to look out for in 2020? 

Metrics, metrics, everywhere

Zendesk recommends focusing on trusty old CSAT. See Six Things Almost Everyone Gets Wrong About Customer Loyalty to find out why this can be problematic. They also recommend watching out for spikes in self-service resolutions, AI-assistant resolutions and more.

The likes of Gartner suggest looking out ‘augmented’ analytics as they are the ‘next wave of disruption’ in the customer experience. Augmented analytics are those drawn from machine learning (ML) and natural language processing (NLP), which are used to analyse customer responses and predict behaviours.

All of these metrics are useful in theory. But you’d have to be pretty technologically advanced, and have a full-on VoC (Voice of Customer) program and have fully connected systems to gain much value from these things.

The most important metrics of all

In practice, we know that too many metrics confuses. Analytics are a discipline in themselves. And interpreting data is an art and a science.

Most importantly, we know that the lack of customer-centricity is the greatest threat to any company’s customer service — and maybe a company as a whole. So, considering that Customer Service Literally Just Changed Forever, we believe the most important thing to measure is what the customer wants.

If you are in any doubt, this should be the foundation of all your customer service metrics. Customers today want a response that is fast, friendly, effective (resolved in one conversation) and they want you to be there whenever they need you to be there.

This is exactly why the first set of measures we provide in our Conversation Console is a set of four Shopper KPIs: speed to answer, friendliness, effectivity and availability — complete with targets. We also offer Wallboards to monitor progression as it happens.

Shopper KPIs in ROBIN

To sum up; our main message here is customer centricity at all cost! Teams that have too many metrics on their mind find it hard to focus on what matters most. And what matters most is your customer.

Takeaway For 2020, make sure every rep knows that their prime responsibility is to move the needle on what matters most to the customer. Measure and communicate it loud and proud. All other measures should flow from there.


Seven Customer Service Insights for 2020 and Beyond

Introducing Seven Customer Service Insights for 2020 & Beyond

#1 Customer Service Just Changed Forever

#2 Measure What Customers Value

#3 Fix Customer Self-service

#4 Get Chatbots Right!

#5 Learn How to Love Live Chat

#6 Prepare for Hyper-personalisation

#7 Adapt to Conversational Commerce

KPIs, CX, Shopper expectations


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