Top CX metrics to measure self-service effectiveness
In the past, people would use the phone to speak with a support professional if they had a problem. The method has changed significantly. According to a recent survey, customers are no longer seeking answers to basic issues from your support representatives as the first step. Instead, they prefer to use self-service channels such as websites, communities, mobile apps, voice response systems, and online chatbots. Customers no longer seek answers to simple problem-solving questions, but procedural queries such as “How do I pick which notifications I receive?” “How do I deactivate my account?” and so on. Since self-service has come so far, your company must adapt its measures accordingly. This post discusses the customer experience metrics that are important to measuring self-service success.
Here are the top CX metrics to measure self-service effectiveness:
Net Promoter Score (NPS)
A net promoter score is a KPI that allows you to measure the probability of your customers recommending your brand to others. NPS is a benchmark business used to measure, evaluate and improve customers’ self-service experience. It measures the customer’s overall sentiments about the experience with self-service instead of just a perception of a single interaction or purchase. However, don’t bombard your customers with the survey after their maiden attempt. That can be very annoying. Once you observe them using your self-service portal regularly, ask them.
Measuring the net promoter score is quite simple. This involves surveying your customers by asking how likely they are to recommend your brand to a friend on a scale of 1-10. The responses can be categorized into three groups, including NPS detractors (0-6), NPS passive (7-8), and NPS promoters (9-10).
Customer Effort Score (CES): Efforts made by customers while using a product or service is measured using CES surveys. The response scale usually ranges from 1 to 5, with 1 representing ‘Very Difficult’ and 5 representing ‘Very Easy.’ According to the studies, 96% of customers who reported facing difficulties while solving a problem later turned out to be more disloyal. Self-service surveys are a fantastic method of assessing the ease of using a portal by examining your efforts with a fine-tooth comb after an interaction on your self-service channel.
Self-Service Recontact Rate: If your customers aren’t engaging with your self-service portal’s search results, or even if they are, they still end up contacting support, that means your portal has failed to accomplish its objective. There might be the reason that your portal is unable to provide the necessary content. A customer will recontact for three reasons:
- Relevant content isn’t present on the portal.
- The content is not relevant enough for users.
- It is present but can’t be easily found, which means there are zero clicks.
Your community’s search is the source of all three problems. You can monitor how
Well your portal’s search is working by checking the ‘Successful Searches,’ ‘No-Clicks Searches,’ and other metrics. The cognitive engine can help you solve this issue. It combines the content of your community, product documentation, bug-tracking systems, content management systems, and other sources to deliver highly relevant results.
Conversion Ratio: According to research, 86% of B2B executives prefer using self-service tools for reordering rather than talking with a salesperson. High-quality self-service and assistance are crucial for B2B purchases. When customers return from your self-service channel satisfied, they are more likely to reorder from you and recommend your business to others. You can gauge the conversion rate by looking at the number of leads who land on your support avenues and subsequently become customers.
Technology is a significant part of any game-changing business solution. Therefore, it’s time for organizations to reconsider how they approach self-service. The old tricks won’t work, and these CX metrics are just what you need to achieve self-service success.
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