Last week I spoke about the Top 10 Reasons Why You Should Measure Customer Service.
This week I want to explain that there is an unhelpful and useful way of measuring customer service, and bear with me; it is a bit technical.
Data is great, but what do you do with it and can you make decisions and influence the outcome with the metrics you measure.
Unhelpful ways of measuring customer service are focusing on Lag Measures.
Lag measures are ultimately the most important thing we are trying to achieve in business but once you know them, they are history, they reflect the performance that drove them. They are already in the past.
Profits, Sales, Annual Customer Service Surveys are examples of Lag measures. Once you know them, you must live with these measures. Unhelpful.
I’m more interested in measuring data that helps you predict and influence the Lag Measures.
Useful ways of measuring customer service are focusing on Lead Measures.
Lead measures are a measure of the highest impact thing that you must do as a team to reach the outcome. (Lag Measure) It needs to be predictive, and it can be influenced by you and the team.
The number of staff recognised or given awards, tracking service moments in meetings, tracking coaching conversations for service agents, number of customer success stories and number of customer complaints, are examples of Lead measures.
Lead measures are the key activities that happen throughout the year on a frequent basis and will determine how close you will get to achieving your lag measure targets. Useful.