Key Metrics That Will Help You Improve Customer Relations
Customers are the heart of any business. If you don’t nurture them, your company will struggle to succeed, yet so many companies fail to build relationships with their customers. Whilst you do want them to buy your product or service, you also want them to be invested in what you do and keep coming back. That’s why customer support and relations are so important. When you decide to outsource your customer support, make sure to choose a trusted Philippine call centre provider in order to ensure the quality of service they offer.
Customer relations is no longer just dealing with requests and complaints. It has evolved into managing the entire customer experience, getting to know your clients, and engaging with them to find out what they really need. Collating this evidence allows a business to stand out from its competitors and become a leader in the industry, meaning repeat customers and increased revenue. However, this data needs to be analyzed before being put to use. From metrics to measure CX to social media analytics, there are plenty of ways to use data to improve your customer relations.
Customer Experience Metrics
Improving your customer experience is a sure-fire way to improve overall relations. When you deliver a reliable, quality experience, your customer relations will naturally improve with time. Various metrics can be used to measure CX, including:
Net Promote Score (NPS)
NPS looks at customer satisfaction and customer loyalty and gives a score of between 0-10 of how likely they are to recommend your business. On a survey or feedback form, you only need to ask one question to gain an insight: “How likely would you recommend this product/service/company to family and friends?”
It is usually scored on a scale from 0-10, with 10 being extremely likely and zero being not at all likely. If you can see that many of your customers are giving you a low NPS, you can work on strategies to improve relations and encourage customer satisfaction.
Customer Satisfaction (CSAT)
CSAT looks at your customer service and determines a score using a client’s answers to simple questions. Respondents generally answer by rating each aspect of your business somewhere between ‘very satisfied’ and ‘very unsatisfied’. All these results are then used to create an average score. High customer satisfaction levels will naturally lead to better customer relations.
Social Media Metrics
If you’re a company that has an engaged social media presence, take the time to review your channels often (monthly is best). Facebook, Twitter, Instagram, and the other top social media platforms all have their own internal analytics, which is easy to understand, or you can use an external tool. Below are a few of the metrics you should focus on to improve customer relations:
- Followers, likes, comments, saves, profile links and reach
- Audience insights such as demographics and when your audience is most online
- Individual post engagements
Social media is becoming a fast-growing channel for customer service and communication. Customers may message or comment on your posts with questions or feedback about your service. This feedback can be created into content or incorporated into an FAQ section. It helps you to tailor your marketing towards the correct audience, determine which products or services are the most popular, and can even form part of your brand identity. While social media marketing is not the only answer, the insights formed from these platforms are invaluable for improving your customer relations.
Conversion Metrics
Conversion metrics can be used anywhere on your website where a customer is on a product or service page. They can quickly show you what is working well and what needs improvement, which can help to enhance the customer journey and relations.
Conversion Rates
The higher the conversion rate the more people are purchasing from your website. If your figure is low, there is a reason that potential customers get to a page and don’t buy. Maybe they click through from social media but don’t end up finalizing with a sale. If your conversion rates are low, ask yourself (and your customers) why. Do your product descriptions need updating? Is it a difficult process to checkout? Could you improve the accessibility of your website? Try to gain this feedback before making changes presumptuously. Your customer experience is the most important part of running your business!
Repeat Purchase Ratio (RPR)
It’s also a great idea to look into repeat customers. How many people purchase once from you and never again? This is what your RPR will tell you. This metric is a simple percentage demonstrating how many customers have purchased from you more than once. If your RPR is low, you can look at ways of improving customer relations and encouraging repeat business.
The relationship you have with your customers is crucial to your success. Using these metrics can help you to understand your current customer relations and reveal opportunities for improvement. You can use these data points to refine your communication strategies and build customer loyalty.
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