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11 important metrics for Customer Care

Customer support It's one of the most important aspects of doing business in any field – it's how you address questions and concerns and solve problems so customers continue to use your services. your service. However, many customers prefer not to contact support. There is a survey that shows that 60% respondents do not like long wait times and 59% fear they will be transferred to different departments and have to repeat their problem repeatedly. By improving the operational efficiency of the department Customer care, you can deliver positive experiences and make your customers happier. And the first step to increasing efficiency is to track metrics to give you a clear picture of your department's performance and the experience you're delivering to existing customers.

This article will summarize 11 essential KPIs for every employee in the company part Customer care, managers and leaders of the company. By making effective use of these metrics and having professional tracking statistics, you'll be able to improve your team's productivity and create efficient and comprehensive processes. Here are the 11 indicators mentioned in the article:

  • Average Response Time
  • First Call Resolution (FCR)
  • Customer churn rate
  • Staff Customer care the best
  • Number of problems
  • Customer satisfaction
  • New Promoter Score (NPS)
  • Customer Retention Rate
  • Service Level Agreement (SLA)
  • Support costs and vs. turnover
  • Lost Revenue Ratio (Revenue Churn)


Measure the time customers wait for the machine 

Average response time (Average Response Time) measure the time from the moment the customer calls to the time the agent picks up the phone. This is an important metric to consider when evaluating team performance, as it is one of the main factors that cause customer complaints, yet many businesses neglect to track customer care metrics. this. By responding quickly enough to your customers, you show respect for their time and give them a good impression of your brand. Because when they call, they most likely have a problem. According to statistics, a third of customers hang up after one minute of waiting: these missed calls can affect the company's finances and image.

To keep response times as low as possible, you must have enough agents. Daily, weekly or monthly call tracking are metrics to assist you in measuring and coordinating accordingly.


Figure 1. Measuring customer wait time 


Limit the case where the customer calls back for the same problem

First Call Resolution measures effectiveness in resolving issues on the first call. This metric shows how well your people understand and solve problems without moving on to another person or department or responding on a later call. 

There are several ways to optimize this customer service KPI, starting with training your staff on their communication skills, providing them with call scripts, and conducting customer surveys. , giving a clear process are also best practices that you should consider. Building a document that collects all the common and possible customer issues and how to resolve them is also a good thing in the long run. This will take some time to write at first, but it can save you a lot of time in the future.

Figure 2. Limit customer callbacks for the same problem



Make sure you keep your customers

Customer churn is one of the most important customer service KPIs and needs constant attention and meticulous analysis. You need to evaluate why customers stop using your product or service, especially in Enterprise SaaS (Software as a Service). By continuously monitoring your customers' churn or service drop on a monthly basis, you can instantly spot which months are performing best and which are experiencing problems. For example, if you find that October has a particularly high churn rate, you need to dig deeper and discover why to improve the situation.

Figure 3. Make sure you keep your customers


Identify employees Customer care the best in the team

Evaluating your team's performance is important to know how they're performing. You can look at various customer service metrics to gauge their productivity and success like first call resolution rate, average number of calls they handle in an hour, and surveying. Monitor customer satisfaction with the quality of their support. That will help you know who is most likely to become a manager and who may need further training. However, when measuring, there can be a lot of randomness and variance. In other words, be careful not to jump to conclusions too hastily: an employee Customer care may have bad luck and will have to deal with a lot of upset customers for unrelated reasons, but still evaluate personnel negatively. 

Before making any decisions, monitor these indicators for several months. A few days is too short for an accurate chart.

Figure 4. Determined customer care staff the best in the team 


Track the number and nature of customer problems

To calculate staffing needs and plan ahead, you should measure the number of calls, inquiries, and issues your team receives over time. That way, you're aware of periods of overload and you can adjust staff, avoiding both stressed employees and unhappy customers from long wait times. By breaking down this customer service KPI into different communication channels, you'll better understand how customers want to reach you and which channels are most popular.

No matter how great your company is, there will always be problems. If you can resolve them quickly and keep the customer happy, that's a sign of good service.

Figure 5. Track the number and nature of customer problems 


Dig deep into what your customers think about you

The most important of all customer service performance metrics is, of course, what every business aspires to: customer satisfaction. It is important for your business to monitor this KPI as you may not be aware of certain issues your customers are facing over and over again and that can leave them with a bad impression of the service. your. A satisfied customer will recommend your company on average to 3 of their friends, while an unhappy customer will tell…Google. Take regular satisfaction surveys: at the end of a call, via email, directly on your app… 

Figure 6. Dig deep into what your customers think about you 


Assess the possibility of your business being introduced to acquaintances by customers 

“How likely are you to recommend us to your friends or colleagues?” – this is a question you should ask your customers to measure your Net Promoter Score (NPS). Customer Satisfaction Index (NPS) an index from -100 to 100 that measures the willingness of customers to recommend a company's products or services to others. NPS is used as a proxy to gauge overall customer satisfaction with a company's products or services and customer loyalty to a brand. Sort the answers into three groups: 

  • 0-6 are detractors
  • 7-8 are indifferent customers (Passives)
  • 9-10 are the people who really support the company's product (Promoters). 

Then calculate according to the following equation: 

NPS =% promoter -% detractor

Finally, compare your NPS to your competitors' NPS – if they're much higher, you should figure out how you can improve your service, but if they're lower, you're doing well. Find comparison scales specific to your niche or industry to see how you rank. Use the data you have to understand where you are failing or succeeding and try to improve your services based on the feedback you get from customer satisfaction surveys.

NPS is not only a good measure of customer loyalty, it is also correlated with increased business growth: don't miss that opportunity to promote your company. Apple is an international standard with an NPS of 75.

Figure 7. Assess the possibility of your business being introduced by customers to acquaintances 


Calculate how many customers return to buy

Increasing customer retention is something every company should aim for. It is usually measured based on the total number of repeat customers divided by the total number of customers. Everyone knows that retaining a customer is less expensive than attracting a new one. There is no one-size-fits-all value as it varies by business model and industry. For example, an auto dealership can grow even if customer retention is low, while an online retailer should strive for a high rate to be sustainable in the long run. A positive brand image and high satisfaction score will directly increase your customer retention.

Figure 8. Calculate how many customers return to buy 


Provide services as committed

Service Level Agreement (SLA) demonstrates the ability of the business to fulfill the standards set out in the agreement with the customer. It is an agreed set of service standards that your company is committed to upholding. For example, did you respond to 70% email requests that you received within 1 working day, or process them on the first call on 80%, or did not let customers wait for more than 30 seconds. Tracking these customer service metrics is important so you know if you're performing well against this predefined goal. It doesn't really matter which specific metric you choose, but it is essential to honor these agreements. Not evaluating them can lead you to lose your way and not see some problems, delaying the moment you become aware of them and begin to correct what happened.

Figure 9. Delivering services as promised 


Find out what your support costs as a percentage of your total revenue

Last but not least, you need to calculate the support cost to revenue ratio because one goal of every business is to provide the highest quality at the lowest possible cost. For another perspective, you can divide the total cost of support by the number of issues. Customer support costs are inevitable, but managing and keeping them low means your staff is well-trained, efficient, and your staffing is tailored to your needs. bridge. For example too many employees can be a good thing under certain circumstances (peak hours/day), but it increases operational costs.

Figure 10. Find out what your support costs as a percentage of your total revenue 


Keep track of how much revenue you've lost

One of the revenue-focused customer care KPIs is the Revenue Churn Rate, which tells you what percentage of your revenue you've lost from order cancellations, reduced service plans, or reduced sales. stop buying. By comparing lost revenue (Revenue Churn) and customer churn rate (Customer Churn), a business can see if customer retention is consistent throughout the system. or whether leaving customers are mostly small (Higher Customer Churn, Smaller Revenue Churn) or large (Lower Customer Churn, Higher Revenue Churn). By having multiple ways to measure the overall health of customer service, an organization can reduce overreliance on one metric and be more likely to spot problems before they become serious. more important.

Figure 11. Track how much revenue you've lost

Gcalls is a software solution to digitize the phone system of enterprises, capable of integrating with many other software, helping businesses to centrally manage customer and call data, and easily evaluate KPIs of sales teams. products and customer service, thereby increasing revenue and improving services.

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