Paris, Thursday, June 14, 2017 – easiware, the publisher of the software platform, CRM, Customer Service, unveils the results of the second edition of the Benchmark KPIs Customer Services*, carried out in partnership with Hubicus, AMARC and the blog of the customer relationship. Based on a panel of more than 300 professionals of companies of all sizes and from all sectors, the Benchmark of KPIs analysis of practices and the latest trends in the field of performance measurement.
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Through the responses of the participants to the benchmark 2017, it is clear that performance measurement was more concerned with the productivity and the operational efficiency of the creation of value, says Brendan Natral, co-founder & CEO of easiware. My belief is that Services Clients will continue to be considered as cost centres as they will not be able to say clearly how much they relate to it, and to do this, they must develop KPIs that are tangible evidence of their Kings.
Six channels of average contact
According to the results of the study, the diversification of channels will continue this year, brands offering, on average, six channels of contact different, one more in 2016. If the telephone, e-mail, web form, and mail remain very predominantly offered by the brands, whatever the sector of activity, the study shows, however, that from now on, 10% of them do not offer the phone (compared to 5% last year — a trend that runs contrary to the usages of the consumers, the phone remains the channel most used to contact the Customer Services.
Some changes are also observed on the side of social networks since FaceBook and Twitter are in decline in favour of other networks, including Instagram, which is now offered by 12% of the marks. Instant messaging are also popular and are offered by 13% of the Services Clients.
Response times are very variable according to the channels
50% of brands say they answer phone calls within 30 seconds. The champions are companies of 50 employees and less, with a response time of only 10 seconds. The situation is a little less pink in the companies of more than 1000 employees, in particular in the sectors of banking, insurance, and financial services, which are on average more than two minutes to respond to calls. 13% of respondents admit that they themselves do not know the average response time of their Customer Service on the canal phone.
For the e-mail and the web form, the brands that participated in the benchmark are broadly in line with the expectations of the customers : 68% of them say they respond to requests by e-mail within 24 hours (compared with 52% last year) ; 25% respond to it even in 6 hours. Furthermore, 59% of brands say they confirm receipt of the requests, e-mail, and 52% of the requests through the web forms.
Approached a few years ago to become major channels, it is clear that FaceBook and Twitter have not realized the expectations : FaceBook is only 6% of the total requests, clients, and Twitter to 4.5% — the figures on the decline in comparison to 2016.
DMT, Once & Done, and customer satisfaction rates
If the Average Duration of Treatment (DMT) is sometimes controversial, it remains an indicator is very followed by the marks, which are only 22% do not calculate it. 38% of brands using it to declare a MTD less than or equal to 5 minutes.
The rate of first contact resolution (Once & Done) is not convinced all Services to Clients and is down compared to last year : this year, 45% of respondents do not have a goal in this area, do not measure this indicator or did not feel concerned. They were 37% in the last year does not have a target of resolution rate at the first exchange.
73% of the participants in the benchmark measure customer satisfaction, with some variations depending on the size of the company (65% for 50 employees or less, compared to 78% for companies with more than 1000 employees). The methods may vary (Net Promoter Score, Customer Effort Score, C-Sat), but only 26% of brands use only the survey to be hot, and more than 2 marks out of 5 find it necessary to take the pulse of their customers, both hot and cold. The investigations are mostly conducted by e-mail (64%), compared to only 19% for the phone. The rate of return through these survey questionnaires is 37%, which seems to indicate that a clear majority of customers do not see the interest to respond to these inquiries, or feel they receive too. Despite this, satisfaction rates are quite high overall, with 65% of brands get a higher rate to 80% and 40% are between 90% and 100%.
And the human in all this ?
Surprisingly, 27% of the participants state that they do not measure the performance of their advisors, an increase of 11 points compared to last year. This trend is even more pronounced in companies of 50 employees and less, which are 40% in this case. In fine, in all sectors, the average duration of treatment and the number of requests processed per adviser per day to appear in the top 3 of the most widely used indicators for measuring the performance of advisors. However, neither the one nor the other does not give indication on what could be thinking or feeling the client. The rate of satisfaction with advisor is measured by 30.5% of respondents, compared to only 11% in 2016.
The human remains at the heart of the device, which seems to meet the expectations of consumers who prefer, to 79%, having to deal with a human being to obtain advice on a product or service**. But the marks start to become interested in complementary solutions such as chatbots, a channel that they are up 6.6% to want to put in service in the short term. Instant messengers are also considered by 13% of respondents, but the preference is by far for the cat, human (51% of citations).
The true face of outsourcing
40% of respondents say they outsource their Customer Service, of which only 11 per cent in all. For 45% of the respondents, the outsourcing part relates to only some channels (voice or voice/email in the majority of cases) ; 39% for certain levels of treatment (mostly level 1) ; and for 53% of specific time periods related to seasonal peaks or special operations.
* By extension, we call KPIs (Key Performance Indicators) counts, measures and other indicators used to measure productivity, accountability and performance manage the activity of Customer Services in daily life.
** Accenture, Global Consumer Pulse Survey (2016)
French company launched in 2008 by Brendan Natral and Charles Dolisy, easiware offers brands the platform of customer knowledge the most complete on the market. Over 350 brands worldwide rely daily on the CRM Customer Service easiware to deal effectively with the demands of their customers. Expert in 5 sectors of activity (tourism, consumer goods, agri-food, e-commerce, cosmetics), easiware platform offers a enchanting client that allows to better know the customer, to manage all of its claims or of information on all the digital channels, and centralising customer knowledge to make it usable in real-time by the advisers.
For more information : http://www.easiware.com/
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