Customer service reports provide businesses with an overview of a support team’s service requests, individual agent performance, and customer interactions. Data gathered from these reports offer insights into best practices support teams should maintain and the areas for improvement. Customer service reports summarize analytics, agent rankings, service level agreement (SLA) compliance reports, agent availability, and customer satisfaction ratings.
There are different types of customer service software providers, and each of them offers varying types and features for reporting. In this article, we discuss the most essential reports every customer service manager, team leader, and supervisor should use. We also include their benefits, main key performance indicators (KPIs), and examples.
KPIs vs Metrics
Key performance indicators (KPIs) are measurable values that indicate how well you are hitting business objectives and targets. Metrics, on the other hand, track the status of a specific business process.
1. Customer Service Team Report
The customer service team report gives you an overview of your team’s daily, weekly, or monthly performance. It also highlights the agents’ SLA compliance, response time, individual performance, and request volume from every support channel. A quick look at this report helps you assess the overall health of your support team and determine if your agents are on track to achieving business goals.
Relevant KPIs and metrics:
- Average response time: Measures the time it takes a support agent to respond to a call, email, webforms, and live chat queries. The quicker your reps respond to queries, the higher are your customer satisfaction levels and agent productivity rates.
- First call resolution: The success rate of the support team in solving an issue during the first point of contact with the customer.
- Number of requests: The volume of incoming calls and support requests, including the nature of each issue. This lets you know which particular times have high call volumes so you can plan an appropriate work schedule for agents.
- Top-performing agents: Lists the support agents according to their performance over a specified period of time. It highlights those who deserve recognition and helps you identify which agents need additional training or coaching.
2. Customer Satisfaction Report
The metrics included in the customer satisfaction report help you understand your customers’ sentiment toward your company and the quality of support provided. A drop in these metrics could indicate decreasing customer service quality, poor product quality, or bad marketing decisions. On the other hand, a company that maintains good scores in this report has satisfied, engaged, and loyal customers.
Relevant KPIs and metrics:
- Net promoter score (NPS): Shows how the public perceives your service levels and how likely they are to refer your business to their peers.
- Customer effort score (CES): Measures how much effort your customers have to exert to get an issue resolved or to obtain an answer to their questions.
- Customer retention rate: The percentage of a company’s existing customers who remain loyal over a given period of time.
3. Customer Service KPI Report
The customer service KPI report provides internal evaluations of each support rep’s performance and gives you the option to drill deeper into individual metrics. The KPIs in this report counterbalance customer-based feedback, giving you a more accurate picture of how well your agents are meeting your support standards. They help you determine whether the feedback was intended for your support, product, or customer experience.
In some cases, support agents receive bad ratings because of customers’ unrealistic expectations of how they should resolve issues. Other situations involve customers who give high ratings for services that did not reach the quality of support you set for your team. Customer service analytics give managers a targeted insight into the quality of your service based on rating categories specific to your company.
As an example, consider a customer who purchases a product from a company for the first time and is impressed by the way the support agent handled the transaction. The buyer gives the transaction a high rating even when their interaction lasted longer than what the company considers as acceptable. This discrepancy can be easily spotted by looking at the customer service KPI report.
Relevant KPIs and metrics:
- Service level agreement (SLA) compliance: Measures your capacity to meet the standards in your SLA with your customers and helps you identify new ways to improve your overall service standards.
- Customer support vs revenue: Calculates the cost of your customer support in relation to the total revenue. The ideal goal is to provide high standards of service at lower costs.
- Customer satisfaction (CSAT) score: Measures a customer’s satisfaction with your products and services at key customer touchpoints. This KPI provides you with insights into how effectively your company is meeting expectations.
4. Customer Retention Report
The customer retention report provides detailed analysis and metrics that help you understand how and why your customers either stay loyal to your brand or churn. It offers at-a-glance insights into the strengths and weaknesses of your company, as well as how much money is won or lost in a given month. This report also helps you identify potential customer loyalty issues and create strategies to retain more clients.
Relevant KPIs and metrics:
- Customer churn rate: The percentage of your customers who have stopped using your brand or service over a specified time frame.
- Revenue churn: Tracks, monitors, and measures the percentage of revenue you have lost from existing customers and tells you where the revenue loss came from.
- Monthly recurring revenue (MRR) growth rate: Tells you how your customer retention rates are affecting your monthly revenue.
5. Ticket-level Report
The ticket-level report offers granular data, such as created and resolved tickets, missed calls, chat average pickup time, average resolution time, and ticket volume from each channel. This includes details of all incoming emails, support calls, live chats, survey forms, and social media messages. It also indicates which support channels are used most by your customers.
It is important to monitor the ticket-level report because its metrics play a critical role in customer satisfaction. For example, if the average time to close is high, you can investigate what’s taking up their time. You can also ensure that the frequently answered questions (FAQs) are covered in your knowledge base so your reps don’t need to repeatedly type out the same instructions to customers.
Relevant KPIs and metrics:
- Ticket volume: The number of incoming support tickets received by the customer service team.
- Time to close: The average time it takes for the support team to resolve an issue.
- Open rate: The proportion of tickets that were waiting for a solution in a specified period of time.
- Escalation rate: The percentage of cases that first-line agents elevated to their seniors and managers to be resolved.
Looking at the images below from Zoho Desk, you can immediately see how many tickets are open, overdue, and unassigned. You can also conclude that most of the tickets are coming from chats, and that the majority of the customers are happy with the service they received. If you want to explore the Zoho Desk’s wide range of ticket-level statistics, sign up for a 15-day free trial or start using its free basic plan.
6. Individual Agent Productivity Report
The individual agent productivity report gives the manager a detailed view of a support rep’s activities and performance within a specified time frame. The relevant metrics here are similar to those seen on the customer service team dashboard, except this one is for an individual agent. This report allows you to monitor a rep’s efficiency and ability to resolve issues, as well as determine where additional one-on-one coaching is required.
Relevant KPIs and metrics:
- Ticket volume per rep: The number of tickets assigned to an agent for a specified time period.
- Tickets closed: The proportion of received requests that have been successfully resolved by an agent.
- Customer satisfaction: Reflects customers’ collective rating or level of happiness with an agent’s performance and engagement.
- Time to resolution: The average time it takes an agent to resolve an issue.
Top 5 Benefits of Customer Service Reports
Regularly running and monitoring customer service reports helps support team managers easily spot trends and patterns in agent performance and customer experience. Below are five of the top benefits of customer service reports, including details on how they contribute to increased customer satisfaction.
Better Understanding of Customer Experience
Customer experience metrics like CSAT and NPS are excellent indicators of how happy your customers are with your products and services. To make sure your interpretation of these statistics is accurate, you have to implement customer service reports at every touchpoint. These reports allow you to spot and fill customer experience gaps, as well as determine what you are doing right along the way.
As an example, let’s take a look at how unexpectedly high shipping fees could affect a customer’s buying experience. If a report indicates a lot of customers are abandoning their shopping cart once shipping fees are shown, the online shop might consider offering free shipping vouchers to shoppers who purchase at least $50 worth of product. This tactic could improve customer experience and encourage shoppers to complete their purchases.
Real-time Updates on Team Performance
It might be easier for small businesses to keep track of their support team’s performance and activities. However, it’s not the same for bigger companies with dozens of employees. Fortunately, you can easily generate and pull up real-time updates on your team’s assignments, activities, and performance using customer service reporting tools.
Real-time reports give you a birds-eye view of the health of your work processes. For instance, your customer service team dashboard tells you your agents’ number of resolved tickets has been abnormally low in the last few days. Upon investigation, you find out they are having difficulty answering questions about a new product. To improve their resolved ticket score, you can conduct additional training or a refresher course on the product in question.
Data-based Goals & Decisions
Customer service reports provide support team managers with reliable data they can base their decisions on. These include decisions on staff scheduling, hiring, team expansion, promotion, coaching, and even termination. You can also refer to data on customer satisfaction when proposing changes in your service protocols.
For example, launching a new batch of products has doubled your team’s ticket volume, and many support calls are going unanswered. Based on this finding, you can opt to hire new agents so your team can accommodate all of the incoming requests.
Increased Agent Productivity
Leaderboards display the rankings of all your support reps and indicate how long each agent has been on that spot. You can post these reports weekly or monthly to motivate your agents to do their job better so they won’t be ranked at the bottom. This can also inspire high achievers to maintain their level of performance.
Improved Customer Loyalty
Happy customers tend to make repeat purchases and refer your product or service to their peers. Reports on customer experience and satisfaction tell you if your clients are happy with your company. If reports reflect that they are unhappy with either your product or their buyer’s experience, you can propose and implement changes to improve their perception.
For example, a ticket-level report shows that each customer has been submitting multiple support requests for a new app. After analyzing customer feedback and finding out the issue, the company launched updates to get rid of bugs in the app. After the product update, the company’s ticket volume dropped dramatically, and the majority of their users started giving the app positive feedback and referrals.
Customer service reports are essential indicators of the health of your support team, product, and work processes. They also give you insights into what your customers expect of your product and service, as well as how well your agents are handling requests for support. Ultimately, these reports contribute to higher customer satisfaction because they guide you on how you can best meet your customers’ needs and expectations.
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