- Metrics and data
- Customer service reports
A guide to customer service reports
Discover the reports that help you better understand and improve the customer experience..
By Kristen Hicks
Last updated March 14, 2022
The customer service requests your agents field have something valuable to tell you about your customers, product, and business. More than that, the cumulative data produced by your customer service tickets can reveal key insights.
But for your business to learn from the information included within all those requests, you need a good method for tracking and analyzing them.
Any business that cares about providing an exceptional customer experience will benefit from developing a system for creating and learning from customer service reports.
What is a customer service report?
A customer service report is a presentation of customer service metrics that helps you identify actionable insights related to the customer experience.
Customer service reports can include a number of different potential metrics that gauge the overall performance of your customer service team. They can be used to track how well you’re meeting your goals, and help you identify areas for improvement.
6 ways service reports contribute to customer satisfaction
Customer service reports provide business intelligence that can help you improve the overall customer experience your company provides in several key ways.
Reports help customer service managers track the quality of service that agents provide
Customer service agents are on the frontlines of the customer experience. The company needs a way to track how well they’re meeting customer expectations and providing the level of customer satisfaction your brand aims for.
Customer service metrics show customer support managers how well agents are performing on the whole, and how well specific agents are doing. They can then quickly identify when teams or individuals aren’t meeting their goals, and determine the best way to address it and improve outcomes.
They can motivate customer support agents to improve
Customer service reports provide customer service agents with a way to track their own progress. They can see how well they’re meeting goals they’ve set for themselves, and identify ways to improve their work performance.
For many agents, they function as a tool to incentivize them to meet customer needs better, as well as a way to show proven results that can help them in their career prospects.
They help the company track the volume of customer service tickets
You can have the best customer service representatives in the business, but if customers regularly face long hold times on the phone, or wait days for an email response, their expertise won’t count for much. To keep customers happy and set your agents up for success, you need enough staff to respond to the number of inquiries coming in.
Customer service reporting helps you track how many tickets come in during a given period, and identify when you need to scale up your team to address them all effectively.
They clarify which channels customers use to contact you
You don’t just need the right number of customer service representatives on staff, you also need them covering the right channels.
If your call center agents spend most of the day waiting for calls to come in, while your social media team is consistently overwhelmed, customer satisfaction will suffer.
Customer support reporting provides insights into how many agents you need covering each channel and at which times.
They reveal areas for product improvement
If a huge number of customer support tickets are about a particular product feature not working as expected, the company needs to know about it.
Customer service reports can reveal important types of business intelligence. This can help the product development team create a better product, the marketing team develop better messaging, and your sales team ensure their pitch is accurate.
Customer support is often the first department to learn about it when customer expectations of a product aren’t being met. Customer reports can reveal key business intelligence that’s beneficial to the rest of the company.
They help you identify content gaps
A lot of the support your agents provide depends on the information they have access to in your knowledge base . They need content that helps them provide accurate answers to common customer issues.
And 81% of customers express a preference for trying solving a problem on their own before contacting a customer support representative, according to Harvard Business Review . Publishing content that solves common customer problems can create a better customer experience, while also reducing the number of tickets customer service agents must manage.
Customer service reports help with identifying opportunities for articles or video tutorials that explain how customers can solve common problems on their own. And if you realize agents are fielding questions that your internal support content doesn’t adequately cover, you can determine what knowledge base articles or macros should be created to enable them to do their jobs better.
6 common types of customer service reports
Customer service reports are only useful if they include the right key performance indicators (KPIs) to help you better understand the customer experience you’re providing and meet your overall customer satisfaction goals.
These are some of the KPIs that are commonly useful to include in a business report.
First reply time
Zendesk’s research shows a clear correlation between the time it takes for customers to receive an initial reply to a ticket, and their overall satisfaction. That makes this an important metric to track. Pay attention to the breakdown of how long it takes in different channels, for different agents, and for different issues.
Customer wait time
Customer wait time, sometimes called requester wait time, is the combined amount of time a customer spends waiting on responses and answers in the time it takes to find a resolution to their issue.
Even if you knock the first reply time out of the park, if customers routinely spend long periods of time waiting on answers, their overall experience is likely to be negative. As with first reply time, note how this breaks down for different types of issues and for your different agents.
Zendesk Customer Experience Trends Report 2020
Discover how top companies provide experiences that keep customers returning and the best practices that separate the leaders from everyone else.
Time to full resolution
Ultimately, one of the most important metrics for customer success is how long it takes you to fully resolve the issue at hand.
If agents manage to get answers out fast, but customers end up having to repeatedly come back because the problem isn’t solved, prioritizing response speed could end up drawing the time it takes to find a real solution out longer.
Pro tip: For time-related metrics like these, looking at the median is usually more valuable than the average. The median figures won’t be skewed by outliers.
Interactions per ticket
Every time a customer has to follow up on an open ticket, or provide additional information, they’re having to do more work.
Agents should prioritize minimizing the number of touchpoints required to solve a customer’s problem. To see how well they’re pulling that off, track the typical number of interactions per ticket.
Customer satisfaction scores (CSAT)
Most customer service metrics measure something that influences customer satisfaction . But CSAT scores are based on asking customers directly what they think. As such, they’re typically among the most accurate measures available of how well your team is serving customers.
That said, looking at CSAT scores in isolation can still be misleading. CSAT can provide an overview of how your team is performing, but it’s also valuable to look at how often people respond to CSAT surveys. An agent with a good CSAT average, but a low response rate, may not be wowing customers as much as the average makes it look.
Number of incoming tickets
This is less about gauging customer service performance, and more about helping customer service managers determine the staffing levels required to provide adequate customer service.
When you break this metric down, you’ll get more out of it. Knowing how many tickets or inquiries are coming in by channel tells you where you need to do the most hiring. And tracking which days and times of day are busiest helps you ensure you’re scheduling agents at the right times.
Tracking the number of incoming tickets can also help you identify issues with the product. A big uptick in tickets within days of releasing a new product update tells you something’s not working right, or the changes are unintuitive.
How to create and use customer service reports
At some companies—particularly small or new businesses—creating customer service reports requires putting data about customer service interactions manually into a spreadsheet. This can make the process tedious, and make it harder to pull useful insights out of the data. And creating customer service reports is only useful if your company puts the information learned to good use.
What’s become more common, and works better for most companies, is investing in customer service software that automates the creation of customer service reports.
A good customer service reporting tool:
- Removes most of the work from the process of collecting customer service metrics
- Puts the data into a format that enables you to understand and use what you learn more effectively
With easy access to up-to-date customer service reports, customer service managers can monitor service reports in real-time to look for trends that point to areas that need work, and to spot any changes that suggest the need for immediate action:
- If a sudden spike in live chat inquiries comes in, you want to notice right away so you can get more agents working that channel
- If the metrics suggest agents are struggling to provide adequate answers, that points to a need to develop better content or provide enhanced training
Customer support agents won’t need access to service reports as often as managers. But for those who want to track their own progress, monthly reports can provide motivation and help them identify areas to improve.
A warning about customer service reports
Monitoring customer service metrics doesn’t automatically translate to knowing how to interpret them effectively. They’ll point you toward where problems exist, but it’s still up to people to diagnose the reason for the problem and the best solution to it. Building reports that don’t actually provide useful information is easier than you may think. How you slice and dice numbers matters.
Make sure the metrics you prioritize match your stated goals or answer specific questions you have. And don’t assume you know what the numbers mean without further exploration. Combine quantitative data with qualitative by examining individual tickets, talking to agents, or checking in with customers to fill in any gaps in the data.
Use them well, and customer service reports are good for business
So much of long-term business success depends on ensuring customer happiness . Customer service analytics can give you actionable information you can use to keep customers happy.
If your customer service metrics enable you to accurately identify areas in the business that need improvement, it can lead to:
- Higher customer acquisition
- Improved customer retention
- Increased customer lifetime value
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6 customer service reports that every manager needs.
- How do you track support requests today?
- How can you automate customer service request tracking?
- 6 key customer service reports every support manager needs
How many customer service requests have you received today?
More importantly, how many requests have been responded to?
Sure, you can take a wild guess, but that won’t get you very far.
Or, you do what many customer service managers do – count them. One by one.
However, if you're tired of manually counting customer requests using post-it notes and spreadsheets, then what you need is a solution that provides out-of-the-box reports that automatically turns raw numbers into visual data.
This is where customer service software can help you.
How, you ask?
It's because customer service software includes out-of-the-box customer service reports!
Customer service reports provide an overview of all customer service requests so you can keep track of the trends, which allow you to identify areas for improvement, plan the workload and schedules of your support team and, most importantly, make sure your customers’ expectations are well met.
6 Customer service reports for better support
In this article, we’ve outlined 6 essential customer service reports to help increase the quality of customer service you deliver.
1. Number of requests received per day
The “number of requests received” report shows you how many customer requests you have received within the last day(s). Knowing the number of requests you receive helps you identify customer service trends and gives you insight for how you can plan and schedule your support team.
For example, if you start to notice an increase in requests on Saturdays and Sundays, it might mean that you need to schedule your team to work on the weekend.
Another example could be that the number of requests suddenly increases by twice as many overnight due to the success of the new email marketing campaign . Therefore, the next time your marketing team plans to send out an email campaign, you know to schedule in more staff on the following day in order to answer these requests in a timely manner.
Just remember to respond as more than 60% of companies do not respond to customer service requests!
2. Number of requests closed per user
The “number of requests closed per user” report provides an overview of how many requests each support agent is closing. With this report, you can measure the performance of individual customer service agents, allowing you to identify how productive each agent is and how many requests they are able to handle.
If you find that an agent is answering twice as many requests as the rest of your team, it might mean that the agent is “cherry picking” the easy requests over the more difficult ones. One way to solve this is to automatically assign requests to the next available agent so that all requests are distributed equally.
Another example might be that one agent is answering too few requests compared to the rest of the team. If an agent is struggling, then you should consider conducting a training session. Find out what’s slowing them down and suggest ways they can improve their workflow .
3. Average response time
According to a study by Live Person , 82% of customers say the number one factor to great customer service is having their issues resolved quickly . This is why it’s important to measure how long it takes you to respond to a customer!
However, based on research from our customer service benchmark report , the average response time is an appalling 12 hours and 10 minutes.
Average response time is calculated from the time a request has been sent by a customer, to the time an agent has responded. For example, if a customer sends a request at 3pm and a customer service agent responds by 4pm, then the response time is one hour.
The faster you can respond to a customer, the better service you deliver .
If you find it is taking too long to respond to customer service requests, if could be due to the fact that the right department or agent isn’t receiving the request and that the delay occurs when trying to find the right contact person.
Another reason for taking too long to respond might be due to the responses themselves. Are your agents creating each response from scratch? Are lengthy emails slowing down your response time?
This is where customer service software can help you. For example, if an agent responds to a customer and the customer replies, the same agent will receive the customers reply. Another benefit is that instead of creating a new response from scratch, you can create a set of customer support email templates that all of your agents have access to. This way, all your agents can select well-written email templates and respond as quickly as possible.
4. Average handle time
The “average time to reply” report shows you how long it takes to handle a customer request. As well as response time, average handle time is essential to achieving best in class customer service . Your customers not only expect to get a response quickly, but they also want their issues handled quickly.
Handle time is calculated from when an agent reads a request to when an agent responds to the customer.
For example, let’s imagine a customer sends in a request to add two new licenses to their account. Your customer support agent reads the request at 3pm, checks the customer’s profile, and adds two new licenses, which takes 15 minutes to complete and then responds at 3.20pm. This would be reported as a handle time of 20 minutes.
What you’re looking for is a gradual decline in the time it takes to handle requests (as shown above).
If you see that the average handle time is increasing, it means your team is becoming less efficient and may require additional training. A well-trained customer service agent will reduce the handle time by knowing how to use CRM software to find the customers' complete profile, which email templates to use and who to contact if a request needs to be escalated.
Another benefit of using customer service software is that you can prioritize requests that have not been responded to within a specific time frame. For example, if a request has not been assigned to an agent within two hours, it will be automatically distributed to the next available agent. This way, no request goes unanswered!
5. Number of messages per owner
Customers don’t enjoy endless back and forth messages with customer service departments and prefer to have their issues handled by an agent who has all the right information, asks all the right questions and gives accurate answers, within the first reply.
What is first contact resolution?
It’s when you can resolve a customer issue in your first response (first contact).
Only 11% of companies are able to manage customer requests in the first reply.
This report tells you how much effort your customers have to put in to get their issues solved.
A high number of messages could indicate that the request responses from your team are not detailed enough.
For example, let’s imagine that a customer sends in a request asking for your company’s contact number. An agent could respond to the request with generic phone number. While that does “solve” the customer’s request, it could also lead to further questions from the customer (what are your open hours? Are you available on weekends?), which leads to a high number of messages and a low first contact resolution rate.
However, an agent could easily include all of these details within the first response, which would lead to a high first contact resolution rate.
6. Number of requests created per month
The “number of requests created per month” report is an important report for identifying customer request trends.
Like any business, you will have your high season and your low season. If you sell your product or service to businesses, you can expect a high volume of requests during the work week and you can expect the number of requests to drop during the weekends.
Earlier in this article, we covered number of requests per day (report number one), which is great for managing your team on a week by week basis. However, when planning long-term, you need to think about new hires, vacations, off-site team building activities and national holidays.
This report gives you key insight into how you plan your team efficiently. If summer is a quiet period (as shown in the report above), then schedule vacation time in during the summer. If you know that January is a busy time for you, then see if you could hire part-time staff to cover the additional workload.
When there’s so much data available, it’s easy to spend time reading the wrong reports.
And there’s no use in getting bogged down in data without knowing what to actually do with it. The reason you are reviewing this data is so you can make better decisions, improve your processes and understand how your team is performing.
By using these customer service reports, you can keep track of trends, employee productivity and customer satisfaction, all of which have a significant impact on your bottom line.
What are your favorite customer service reports?
P.S. If you enjoyed this article and think others should read it, please share it on Twitter .
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Niklas Stattin is the Head of Digital Marketing at SuperOffice. He is passionate about bringing together data science and technology with brand building and design, to create digital strategies and grow businesses. You can connect with Niklas on LinkedIn .
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6 Essential Customer Service Reports That You Need to Track [+ 3 Bonus Reports]
8000+ teams use Hiver to delight their customers!
Table of contents
A lot goes into running a business. While providing good quality products or services is necessary, modern customers expect a lot more from you. They are the ones that call the shots today. A market that was once ruled by brands is now largely dominated by the whims and fancies of customers.
This is where customer service comes into play. Customer service is integral to the long-term success of any business. 84% of customers feel that customer service is a key factor that helps them in deciding whether to buy from a company or not.
Jay Baer, bestselling author, and motivational business growth expert makes a point when he says that:
“Customer service is the new marketing. It’s what differentiates one business from another.” Jay Baer, Customer Experience & Marketing Expert and Advisor
Even though the success of the customer service department is crucial to the health and sustainability of a business, many times customer service is not given the importance it deserves.
With due credit to technology, customer service is now a highly measurable function. From tracking the time taken to respond to customer queries, to call volumes and resolution rates — you have an incredible amount of data at your disposal. The best way to ensure that you are on top of things is to create detailed reports that take into account key customer service metrics and key performance indicators (KPIs).
The numbers don’t mean much by themselves. They have to be analyzed and acted upon. You need to break down the data into actionable insights that will help you fine-tune your customer service strategies and obtain tangible benefits.
If done right, the reports can give you cues into how your customers see your business and its products. This will also help you to identify and act on pressing product or service-related issues that you may have missed on previous occasions.
However, report generation can be quite a time-consuming process involving data collation, analysis, and interpretation. When you’re working with a large volume of customer data , manually tracking key metrics and generating reports based on it can get overwhelming. What your business needs is a solution that provides you with state-of-the-art reports that automatically convert raw numbers into meaningful data.
Before we tread any further, let’s start with the basics.
Table of Contents
What are customer service reports.
Customer service reports are important indicators of the productivity and success of an organization’s support team. These reports present valuable insights that are derived from customer service data. They transform raw data into statistics and key metrics, giving you a detailed and digestible overview of customer service requests and how your team responds to those requests.
Statistics reveal that nearly 89% of people have switched to a competitor brand, following a bad customer experience. To prevent this from happening, you need to see the big picture!
You need to have an overview of all your customers, across different touchpoints to quickly improve your customer service offering.
Why are customer service reports important?
Today, customers have become more empowered and digitally savvy than ever before and expect top-class customer service from companies. If your business falls short of their expectations or offers poor customer service, they will be forced to look for alternatives.
Customer service reports contain several important metrics that reflect the performance of your customer service team. These reports help you:
To enhance customer loyalty , it’s important to give customers what they want. The sure shot way to creating a successful and profitable organization is understanding customer needs and meeting them to improve customer satisfaction levels.
6 customer service reports that every manager should track
We’ve gone ahead and done the groundwork for you — we have compiled 6 crucial customer service reports that will help you improve the quality of customer service you offer.
Here you go:
1. The number of customer requests received in a day
This customer service report will show you how many customer requests are received in a day. This report has less to do with gauging customer service performance and more to do with helping managers determine the staffing levels required to handle all the customer requests that pour in. It will help you track customer service trends and give you key insights into how you can plan and assign tasks to your team members.
By knowing how many requests are received, and through which channels, you can figure out where you need added support. Apart from this, tracking which days are the busiest will help you ensure you are adequately staffed to handle all of the requests coming in.
Pro-tip: If you start noticing that you have a large number of requests pouring in over the weekend, then you need to assign more agents to work on those days to make sure that all customer requests are attended to.
2. The number of requests closed per agent
This customer service report will let you know how many requests have been closed by each agent in your team. The report will help you measure the efficiency of individual agents. It will show you how productive they are and how many requests they can each handle.
If you notice that an agent is handling twice as many requests as anyone else on the team, it could mean that they are picking the easier requests and letting go of the difficult ones. One way to tackle this issue is to automate the process of assigning requests. This way, customer requests can be evenly distributed among all the agents.
Pro-tip: Hiver’s Workload Distribution feature is designed to help you manage your team’s workload better. You can easily view how many conversations each team member is handling at a time. This will help you quickly optimize their workload and further help your team members become more efficient.
3. Average Response Time
Average Response Time is the average time taken by your customer service agents to respond to customer requests. Average Response Time is calculated by dividing the total time taken to respond to requests by the total number of requests received.
If the Average Response Time is higher than usual, it might mean that your agents are overwhelmed with the number of requests coming in and are finding it hard to keep up. However, a quicker response time leads to better customer satisfaction .
Pro-tip: Make sure your agents are well trained to efficiently handle all customer queries and ensure your team is appropriately-staffed to handle peak hours. You can also lower your response time by implementing processes that allow your team members to work more collaboratively.
Take boutique wellness studio, Align Brooklyn, for example. By leveraging collaboration features like Shared Drafts and Private Notes in Hiver, the team is able to give its customers faster and more accurate responses .
4. Average Handle Time
Average Handle Time is the time taken by agents to handle customer requests. Much like Average Response Time, this is an important metric to track. Customers not only want faster responses but they want to get their issues resolved quickly.
Let’s consider a customer who calls an airline to reschedule a flight. A customer service agent receives their request at 10 am, helps the customer with the flight change within 10 minutes, and sends them a confirmation message by 10:15 am. The agent has successfully handled the issue in 15 minutes.
If you see that the Average Handle Time of your team is increasing, it’s a warning sign that your team’s efficiency is dropping.
Pro tip: As far as possible, you should try to automate time-consuming, routine customer service tasks like support ticket assignment, and troubleshooting common customer issues with the help of canned responses. Further, you should ensure that your agents have ready access to important product and company information so they can resolve customer requests quickly.
By automating their customer support queries with Hiver, freight forwarding and customs brokerage company, Flexport is able to resolve customer requests 50% faster .
5. First Contact Resolution
First Contact Resolution is when agents successfully resolve customers’ requests in the very first reply. This is easier said than done because the agent has to address every pain point mentioned in the request and take care of every possible follow-up question that the customer may have, in the very first reply!
Customers do not fancy exchanging multiple messages with customer support teams and would like to have their issues handled by a single agent who is capable of answering their questions and providing accurate information.
According to Microsoft, 72% of customers say that when contacting customer service, they expect the agent to know who they are, what they have purchased from the company, and have information on their previous engagements.
Pro-tip: Build a comprehensive knowledge base to help your support team and customers get the answers they need in a jiffy. You can also improve your First Contact Resolution (FCR) rates by streamlining your support workflows and the task assignment process.
Vacation rental company, Vacasa, did this by implementing Hiver – a Gmail-based helpdesk. With Hiver, the customer service team at Vacasa is able to clearly assign the responsibility of incoming customer emails to designated agents and collaborate on support requests seamlessly. As a result, the team has seen an 80% improvement in their FCR rates .
6. Customer satisfaction
Today, a lot of companies are employing innovative ways to ask customers how satisfied they are with what the business is offering.
CSAT or the customer satisfaction metric measures the quality of customer service. Customers are asked to rate how satisfied they are with the service received, soon after their interaction with a customer service agent.
According to Hiver’s latest benchmark report , 41% of support teams said CSAT is their most important KPI.
When customers give their rating, they not only rate their experience with a particular agent, but also share their satisfaction with a product, a service, or even the brand as a whole. Hence, it’s important to monitor this metric, both on an individual level as well as at team levels to understand how your support agents can provide top-notch services to elevate customer satisfaction levels.
Pro-tip: Work closely with your product and marketing teams to act on the customer feedback you receive. Doing this will help you identify and fix pain points in the customer journey, proactively.
Bonus – 3 additional reports you can track with Hiver
When you’re managing a customer service team that receives a huge volume of customer requests on a daily basis, it can get overwhelming to keep a tab on your team’s day-to-day activities as well as their performance.
That’s why, investing in customer service software that helps you streamline your team’s workflows, track the status of support tasks and helps you stay abreast of key analytics becomes important.
If you want to offer your customers multichannel support via email and live chat , while tracking rich customer insights and support metrics like the average number of tickets, CSAT scores, resolution time, response time, etc., check out Hiver — the world’s customer service software built for Google Workspace.
With Hiver, not only can you customize and track the six reports mentioned above, you also have access to the following three additional in-built reports that can give you useful insights about your support performance and quality:
1. Conversation Reports
Conversation Reports in Hiver help you understand how effectively your team is managing customer conversations. With the help of these reports, you can understand the number of conversations that have taken place, how quickly your team responds to customer emails, and the average time they take to resolve customer issues.
2. User Reports
With Hiver’s User Reports, you can keep close track every agent’s performance and workload. You can find out their average response and resolution times, Customer Satisfaction (CSAT) ratings and much more. With the help of these reports, you can identify who your top performing agents are and who are the ones that might need training or assistance.
3. Tag Reports
Tag Reports in Hiver help you gauge trends in customer conversations. With it, you can get access to important information like the number of open or pending customer emails that are tagged ‘high priority’. This way, you can identify key issues on time, and know exactly when and where there is a need for additional resources or agent support.
Tracking customer service metrics is incredibly important, but what’s more crucial is knowing how to interpret them successfully. These metrics will point you in the right direction and highlight the problems that exist in your customer service team’s performance, but it’s up to you to find out the reason for the issues, and the necessary solutions to them. Be sure to choose the metrics that match your goals or provide answers to important questions that you have. By equipping you with accurate insights, customer service reports will lead your business to build stronger customer relationships that result in higher customer retention , improved acquisition rates and lower churn.
Hiver’s incredible reporting and analytics capabilities empower you with actionable data to monitor how effectively your teams have been managing customer interactions.
Sign up for Hiver today and supercharge your customer service strategy with data-driven insights on your support quality.
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Passing data through the machine...
Customer Service Reports
B2B and B2C companies rely on data in almost every aspect of their business, including customer service . Thus, it is crucial to have a clear understanding of client interactions with your business, to maintain and deliver quality customer service. That requires access to the appropriate data – this is where customer service reporting comes into play.
Customer service reports take the raw data and transform it into statistics and key performance metrics, providing a comprehensive overview of all customer service requests. Therefore, enabling your business to;
- keep track of the trends,
- identify improvement areas,
- effectively plan schedules and workload of the support teams,
- improve their service offerings.
Consumers have become more connected, empowered, digitally savvy, and much more demanding in terms of service quality expected from brands. If you fail to satisfy their needs and deliver poor customer service , they will quickly opt for your competitor. Therefore, companies need a comprehensive overview of their customers across multiple touchpoints to immediately improve their customer service offerings.
Customer service reports enable a business to make more informed decisions based on accurate insights rather than making assumptions. Not only does it contribute to improving overall customer satisfaction levels, but understanding service reports can also help managers achieve better workforce management, effectiveness, and productivity of their customer service teams.
Customer service stats and metrics allow businesses to measure their performance and efficiency. Thus, having access to such data, your business can;
- understand which support channels your customers prefer to use to engage with your business,
- see whether you have enough staff to deal with the support volume effectively,
- know if your support team is meeting SLAs (service-level agreements),
- manage and customize your support workflows to ensure your customer service team operates at its best,
- monitor and optimize the individual agent ’s workload to avoid burnout or under-utilization,
- identify your best-performing agents and reward them accordingly,
- spot your low-performing agents and provide relevant training to enhance their productivity,
- discover your support inefficiencies and make data-based decisions to improve them,
- gain deeper insights into customer perception,
- make sure you meet customer expectations,
- make your service department more cost-effective and more valuable.
Each customer service software provider may offer different types and reporting capabilities. Below are some of the most common examples of customer service reports used by managers, team leads, and supervisors:
Call detail reports (CDR) are one of the most used call center reporting options. These reports capture various call details, such as time in queue, call duration, escalations, the cause of escalations, the outcome of the interaction, etc.
Multi-channel customer service solutions typically offer channel usage reports with detailed information of every communication channel, such as emails, calls , live chats , contact forms, feedback forms, and social media messages. As a result, you can view the most preferred channels by customers.
Service Level Agreements (SLAs) provide an effective way to manage customer expectations by setting clear targets for responding to support requests. Moreover, SLA reports enable you to easily view if your support team is meeting your SLA policies.
Agent activity reports show information such as the time agents logged in, breaks, and volume of tickets/calls/chats they answer within that time range.
Large corporations often benefit from using department reports since they display precise performance information about each team.
The agent productivity reports include the number of opened and answered tickets/calls/chats, the average speed of answers, average talk times, etc. As a result, the reports help managers identify top and bottom performers quickly.
Time tracking reports allow your business to track the time agents spent supporting customers. Thus, your managers can evaluate the performance of each agent. The whole process is automatic, and the time tracking starts once the agent is actively working on the case.
Agent ranking reports show how customers rate agents and the overall quality of service interactions. Thus, it enables managers to learn more about agents to identify best reps, spot negative trends, and take actions when needed.
LiveAgent is a feature-rich help desk solution that tracks, automates, and reports. The system gathers all the customer interactions into one interface and allows your agents to respond effectively. Learn more about LiveAgent in the video below or contact our support for further information.
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What is customer service reporting?
To put it simply, customer service reporting takes the raw data and transforms it into statistics and key performance metrics.
Customer service reports enable a business to make more informed decisions based on accurate insights rather than making assumptions. Not only does it contribute to improving overall customer satisfaction levels, but understanding service reports can also help managers achieve better workforce management, effectiveness, and productivity of their customer service teams.
What are the benefits of customer service reports?
By having access to and analyzing data from customer service reports, you can: identify best-performing agents, monitor and optimize agent workload, gain customer insights, customize support workflow, and identify lower-performing agents.
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11 Key Customer Service Metrics + 4 Real Example Reports
Customer service is a highly measurable activity, and the support software you use inevitably gives you access to a ton of customer service metrics.
Call volume, chat times, resolution rates, interaction counts, and myriad other numbers are more easily recorded and measured today than ever before.
But having access to that data is only the first step. The bigger challenge is deciding what data matters, how to report that data to your leadership, and what context is needed to help the rest of the company understand the impact your work is having on the business (and your customers).
In this post, we're going to simplify that challenge by giving you 11 meaningful customer service metrics, a process for choosing the right metrics for your team and company, and some example customer service reports shared with us by other support leaders.
Prefer to watch a video instead? Check out this 30-minute webinar on the essentials of customer reporting:
11 meaningful customer service metrics
Customer service metrics can be easily measured at the level of the individual support request and then aggregated to report on overall team and individual customer service agent performance.
Many companies use different metrics that report at the case level, individual agent level, and team level to get a holistic understanding of the organization's performance. By correlating customer service metrics at different levels, your management team can better grasp leading indicators for performance and make meaningful changes to your support strategy.
Case-level metrics are an excellent way to generate customer service reports that you can use to manage your hiring, staffing, and even product strategies. Use information about topic, time created, and location to help your team understand where and why you are most busy.
Volume based on topic, for instance, shows where your customers are having the most trouble. If you see that 25% of your cases by topic are account questions, it may mean that you need to rework your documentation around that part of your product or maybe even make product changes.
When correlated with other customer support metrics, case-level metrics can also help pinpoint critical areas of opportunity. For instance, correlating cases by topic and customer satisfaction can indicate areas of your product or support experience that delight your customers less than others.
If all of your conversations related to your billing page have a lower CSAT, it may mean you need to either improve your strategy of response or change the billing page itself.
1. Cases by time created
Review the volume of new conversations created in any given time frame. This metric can help you identify times when your customers are most active and help you better set staffing levels to match demand.
If you notice that you have an increasing number of conversations coming in overnight, it may be time to consider staffing additional team members during that time. Of course, companies can best use this metric when correlated with agent capacity.
If you do not have enough volume coming in overnight to reach agent capacity, you may be able to wait a bit before hiring new folks. After all, unless you have other work that needs to be done (such as documentation or operational tasks), you don’t want to staff a role and not have enough to keep them busy.
2. Cases by topic
If you use tags or custom fields to label conversations, you can quickly spot changes in volume that might indicate a problem in your product or the effectiveness of an improvement you’ve already made. For example, has that new redesign reduced questions about updating a password?
Customer service reports by topic, especially around case volume, also give an excellent view into how your team's volume is trending. You may see that conversations around a topic grow or decrease over time.
Use that data and compare it with actions you have taken within your support strategy to understand the efficacy of your changes. If the volume is growing, it may be that the work you've done isn't as impactful as you thought.
3. Cases by location
Understand where you have the most customers needing help so you can support them appropriately, or perhaps consider adding options like localization or support in other time zones.
Speaking the same language is essential: 72.4% of consumers said they would be more likely to buy a product with information in their language. Language is also a comfort — when you can understand which language most of your customers are speaking or where they are coming from, you can provide an even better experience.
Different countries may also have cultural differences that affect how they perceive your support . By knowing which countries are reaching out most often, you may cater better to specific populations.
Individual agent metrics
Customer service metrics at the agent level are a great way to understand how individual performances contribute to the larger team's productivity. Understanding how each team member contributes and benchmarking performance are critical steps for coaching toward growth.
Beyond that, individual agent metrics often correlate up to team level metrics. Companies can also attribute average handle time and time to first response to individual team members.
Consider which types of behaviors you are trying to incentivize and encourage within your team, then use customer service reporting to get a handle on it.
4. Resolved cases
How many conversations did this person close in a given period? Averages aren't always illuminating, but trends over time can reveal top performers and those who may need some more help.
This metric can also help inform how far along in the onboarding process someone has come. As you integrate new team members and they learn more about your product and processes, you can safely expect this number to go up. If you notice stagnation or the number of resolved cases going down, it may indicate that the individual needs more help or training.
The same can be said for seasoned members of your team. While a drop in resolved cases can be a sign of burnout or a team member not being as well-informed on certain product functionality, it may also indicate other shifts in your support volume.
For instance, tickets might be becoming increasingly complex and require more effort to resolve, thus taking up more time and keeping your agents from working through as many tickets.
5. Customer interactions
A team member can be doing an excellent job while showing fewer than average resolved cases. Measuring individual interactions helps compare workload and working style.
You may have some team members who can power through hundreds of tickets a day, whereas others max out at thirty. Consider the types of conversations that each team member handles and the depth they put into their troubleshooting or discovery before responding.
For instance, if the team member who responds to thirty tickets a day often responds to tricky technical issues or has an extremely high first contact resolution rate, it makes sense that they would also handle fewer tickets.
With information like this, instead of shifting the volume higher for the person who responds to fewer tickets, you can assign each person the types of tickets they are best equipped to handle. That may mean putting the lower-volume person explicitly on technical tickets and the higher-volume individual on low-hanging fruit.
Cater to your team's strengths, and your customers will be happier for it.
6. Customer satisfaction
When customers rate their support experience, they may also be rating the product or service, so any individual rating isn't necessarily meaningful. Looking at longer-term rating averages for individuals and across the team is more helpful in spotting champions or those needing to improve.
You can also track customer satisfaction over time or as it correlates to product releases, bug improvements, or exciting announcements. This metric is handy when linked to the "cases by topic" customer service metric noted above. Looking at these two metrics together can give you information about if:
Agents are well-informed enough to answer questions about specific product areas or new features.
Certain product areas are frustrating your customers or causing problems.
Documentation around features is lacking.
New announcements and changes aren't sitting well with customers or users.
Your company needs to improve its product marketing or announcement methodology.
Support agents don't have the necessary vocabulary to explain to customers the "why" behind changes or features.
Use the reactions in your CSAT as they correlate to topics to inform your strategy and areas of improvement moving forward.
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7. Average handle time
For individuals, having a low average handle time can reflect their comfort and skill with the work, meaning they get through cases quickly. Be careful to review it in the context of the type and complexity of the tickets.
Similarly, be wary of incentivizing average handle time too heavily. If you are encouraged to respond quickly to boost this customer service metric, you may find that your agents start to slack on the quality of their responses. It's easy to be fast if you aren't worried about whether your answer is 100% correct.
Average handle time is best when managers relate it to topics rather than to individual agents. Doing so will help inform your team's leadership if specific topics or areas take longer to answer questions about.
For instance, you might expect the subject of "bugs" to have a slower average handle time than "getting started" types of questions.
To manage anything well, you need to have metrics around it. While both agent- and contact-level metrics are valuable, team-level metrics are the foundation of meaningful growth.
Use the more granular metrics to understand your opportunities, then use customer service reports around your team-level metrics to see how the changes in your strategy are working.
Team-level metrics are most valuable when viewed over time. These metrics will best suit teams looking for a gradual improvement or exploring how significant outages or new announcements affect them. However, you shouldn't expect drastic changes week over week with these types of metrics.
8. Time to first response
How soon after a customer requests your help do they get an initial reply? Does it take longer for escalated tickets to get a response than run-of-the-mill product questions? Customer expectations for response time will vary from channel to channel, so it's worth splitting your metrics out by channel, too.
This metric usually serves as a leading indicator for customer satisfaction. This means if you begin to lower this number, you will start to notice your CSAT gradually rising. After all, customers don't want to wait long for responses and are generally delighted when a reply arrives more quickly than expected.
For that reason, some companies choose to flip the strategy of responding to the oldest tickets first. For specific questions or low-hanging fruit, your company may consider responding to the newest questions first, just to see how it affects your relationship with customers or your CSAT.
However, be careful experimenting with all types of inquiries when considering time to first response: Some types of conversations, like bugs or account/billing issues, require more adherence to the traditional strategy to treat every customer fairly.
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9. Interactions per resolution
Generally, the fewer interactions it takes to resolve a conversation, the happier customers will be. If that number is rising, it can be an indicator of product or service issues or a shift in the type of customer you are helping.
Instead of looking at this metric on a short-term basis, understand whether it has gradually increased or decreased over time. Similarly, consider segmenting out different topics to see if the number of interactions per resolution is higher for some than others. It may make sense that technical conversations require more interactions to resolve than basic product questions.
A few ways you can lower this metric if you notice it's starting to climb:
Retrain employees on the topics where you notice this metric is the highest.
Implement or improve your saved replies.
Update internal and external documentation to provide additional resources for team members.
Identify areas of the product that create additional complexity within the context of customer service.
Ask customers for additional information in your automated responder that acknowledges receipt of their conversation.
Trigger automated routing based on specific "keywords" to ensure that the ticket gets to the best team member as quickly as possible.
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10. Average handle time
Handle time reflects how long a conversation is open before your team takes follow-up action. Long gaps might mean opportunities to improve processes, training, or tooling to get that answer back more quickly.
This is another customer service metric that is most effective when segmented. While it's excellent to understand how long your team is taking overall , it's more beneficial to understand if individual topics take longer than others.
Tracking this at an individual level can also be helpful for understanding the health of your team members. While it can be concerning to see average handle time starting to rise for a specific team member, use it as a jumping-off point for conversation rather than accusations.
Rising average handle time can certainly mean dwindling focus, but it’s just as likely to be a leading indicator for burnout or job dissatisfaction.
11. Customer contact rate
This measures the percentage of your active customers who request help in a given month. Improved self-service options, bug fixes, clear product descriptions, and product design can all help reduce that rate as you grow.
You should look for that perfect "hockey stick" growth when it comes to this metric — meaning that it rises gradually before leveling out. While you don't want customers to stop contacting you entirely, at a certain point, the work you are doing with your ticket deflection should level out the growth.
Segment out your customer service reports to understand where most of the contacts are happening, and you'll have a clear map of what you can improve.
If you notice that conversations around your account page grow more rapidly than other topics, for example, you may have a case with your product team to improve the page, or you may just need to write more detailed documentation.
Use the metrics at your fingertips to create a road map around what you can impact, and implement service strategies to make meaningful changes.
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How to measure and report on the right metrics
As a customer service leader, you have access to most of the numbers above — and probably a ton more. The challenge is deciding which to report on, who to report it to, and how it should be presented.
To figure out the most important metrics for your team, consider these three questions:
Why is measuring a specific metric important?
The point of your customer service team is (I hope!) not to generate nice-looking graphs and reports. It’s to provide great service to your customers. Metrics are just a more measurable proxy for the real outcome.
For example, Kristin Aardsma is head of support for Basecamp, a company that considers their great service and fast response times to be product features. For Aardsma’s team, the combination of first-response time and customer satisfaction is a meaningful way to tell if they are staying on track.
Another example: During the high growth days of Mailchimp, Bill Bounds’ single most important job was hiring enough new staff to maintain support quality. In his words, “We were so focused on growth and getting enough people in that my primary concern was really on, ‘Hey, we’re not done hiring yet.’” So Bounds’ primary metrics were trends of volume per agent and customer satisfaction level.
When you are clear about why you are reporting, you can decide more easily what you should measure and report on and — equally important — what not to measure and report on.
Who are you reporting to?
Understanding your audience is critical to communication in all forms. What matters most to your frontline support team might not make any sense to your CEO who doesn’t have that ground-level perspective.
What you show and how you explain it might differ considerably depending on who you are reporting to. At Campaign Monitor, customer service reporting is done at three levels, and the contents of those reports are slightly different each time:
Individual agents are emailed daily reports on their personal activity and their team’s activity.
A monthly report is shared on the internal wiki with the whole company. These reports remove some of the individual agent details but add some long-term perspective.
The highest level of reporting is presented on a couple of slides to the senior management team with some written comments to explain the trends on display.
As a global and distributed company, that’s a great way to make sure everyone is up-to-date.
Alternatively, SurveyGizmo’s team is all in one building. The director of customer service presents the weekly reports in person to the support team, and there is an open discussion that senior managers are invited to attend. Physical proximity means that their whole team gets the full context and can ask for clarity easily.
Make sure to determine who you are reporting to and what they care most about. That will help direct you to the right measures.
What outcome do you want to see?
“What gets measured gets managed,” said Peter Drucker, America’s father of management philosophy.
It’s an appealingly concise piece of wisdom: You will effect change on those things you pay attention to. But as unemployed phrenologists will attest, something that is measurable is not necessarily meaningful .
“There can be too much emphasis on fluff numbers in support,” says Help Scout’s Justin Seymour. “The team likes to know what our goals are, what types of conversations we’re having, and how we’re moving the needle month to month.”
The customer service leader is in the best position to understand where the biggest opportunities are for the company. For Bounds at Mailchimp, he needed to quantify his need for more support staff, so he focused his reports on telling that story clearly and accurately.
Campaign Monitor, meanwhile, is a product company at its core, and identifying ways to improve the customer experience through a better product is a big focus of customer service reporting.
Your management team can’t have the perspective you can as the customer lead, so you need to lead them honestly and efficiently to a greater understanding of what action needs to be taken — and you can do that through consistent, clear reporting.
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The qualities of a perfect customer service metric
Ultimately, the metrics you choose to report should meet all of the following criteria:
Meaningful — They should tie back to something your company wants to achieve. For example, when your goal is highly responsive support, time to first response is an ideal metric. Resolution time may not matter.
Moveable — You should measure things on which your team can have impact. If you find that something you’re measuring doesn't matter, you have the freedom to drop that metric.
Authentic — Your reports must tell a true story. It’s possible to use real numbers to send a misleading message. Be honest even when it hurts.
Contextualized — Numbers in isolation can be stripped of meaning, so provide them in context.
Consistent — The trends over time are usually more important than specific data, and looking back over a quarter or a year can give you some fantastic insights and encouragement.
Building an impactful customer service report
When creating reports, follow these guidelines to make sure your reports are truly impactful:
Focus on trends — The direction of change usually matters most. Having an 80% customer satisfaction rate may not sound great, but a month-on-month increase from 70% to 80% is excellent news.
Direct limited attention to anomalies and changes — Your leaders are busy people, and they have a limited amount of attention to give you. Make sure it’s easy for them to understand what your reports mean. Consider providing an overall summary. For example: “We received 20% fewer questions about exporting this month, so the reworking we did in the app saved us 12 hours of support time already!”
Look for correlations that tell a bigger story — Looking at individual metrics is useful, but understanding the connections between them is where the real insight can come.
Combining metrics can also help you identify deeper issues. For example:
“When our email time to first response goes above four hours, we see consistent dips in customer satisfaction.”
“Answering billing questions takes us three times the average ticket length.”
Below is an example from my experience at Campaign Monitor. Our reporting tool could tell us when tickets arrived and how long customers were waiting for a first reply, but it couldn’t show us how many tickets were waiting for us to respond to at any given time.
By exporting data from our help desk and combining it with a week’s worth of manual measurements, we could produce a single chart that showed the correlation between larger queues and higher waiting times.
Our support team reviewed this chart, which stimulated a discussion about the stress and impact of a large queue of waiting tickets. Davida, our Head of Support, worked with her team to split our main queue into smaller, more manageable chunks. That change created a significant decrease in response times without adding any new resources or changing the volume of tickets.
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4 customer service report examples
Whether you’re building out your first customer service reports or you’ve been producing reports for years, there is always an opportunity to make those reports more effective at driving improvements in your business.
Consider the four example customer service reports below — each from a real customer service team — to brainstorm some new ideas for your own reports.
Note: The format and structure of these reports are real, but we’ve obscured the actual numbers.
1. Help Scout
The Customers team at Help Scout meets weekly to discuss general team business. We believe reports are best evaluated as part of a conversation, not a simple list of metrics. Individual goals are discussed in weekly one-on-ones with a player’s coach.
The head of support presents the team’s goals once a month during the company leadership meeting. In Help Scout’s quarterly company-wide Town Hall meetings, the head of support presents a slide or two refreshing the company on team goals, the progress we’ve made, and any upcoming changes and hiring plans.
When evaluating a reporting goal, we aim to define four things for the team:
Why do we care about this?
How are we currently doing?
What are the limitations of this metric?
A simple summary of the main takeaway we want the team to know
A few notes:
While we rely on our own reporting tools , our internal support reporting focuses on the narrative these metrics tell.
We use reports to keep a quantitative eye on our goals, but we never treat these numbers as "hit at all costs." An overly rigid focus on quotas can often backfire and lower quality and team motivation.
Volume of data should always be taken into account, and different timeframes may be useful to examine different metrics. For example, we may evaluate the team happiness score once a month but individual happiness scores looking back six months.
Monitor and benchmark your support
Help Scout’s reports are an easy way to track productivity and set expectations for every metric in your customer conversations.
"Here at Shinesty , all stakeholders share reports from their department in what we call our Q4 post mortem," says Antonio King, Director of Experience. "We build reports and list findings within the information/data we’re sharing. Additionally, we share insights to gain feedback or to deploy another set of eyes."
King came on as Support Leader in 2016. Since then, Shinesty has begun looking at self-service statistics to identify any service gaps, as well as looking at more high-level metrics.
Shinesty looks at the following self-service metrics:
bounce rate (Google Analytics)
sessions (Google Analytics)
searches (Google Analytics)
pages/session (Google Analytics)
missing articles/content gaps
handling time per deflection
Contextual explanations are included in the reports directly to frame the report with an overall story.
Data comparisons to previous periods help add meaning to the graphs.
"My primary purpose in reporting is to show that we’re doing a consistently good job — and that there are no red flags to be aware of," says Vuk Lau, Director of Client Support at Celtra . "I share my reports monthly in a Google Doc with our Sales and Service executives — and with my team."
Lau makes these reports available for everyone in the company to view, and he also produces more detailed reports, including hourly and daily distribution, client comments, and CSAT metrics, quarterly and annually.
The support volume is broken down by region, team, and tier.
Individual agent performance is also tracked.
The label breakdown helps identify the major sources of incoming support requests.
At Jayride , the team stays on top of reports by touching base daily, weekly, and monthly. Reports are posted in a Google Sheet so each team can track their own progress.
Aaron Lewin, Head of Customer Service, says they hold a daily 10-minute meeting with management and department heads where they talk about “what we did yesterday, what we're doing today, roadblocks, and wins. At the end of standup we also review the overall company targets (Passengers travelled, Booking Unit Profitability). All team members are encouraged to attend and listen."
Levin meets weekly with the head of operations to discuss his personal reports. Then, each month, each team showcases their progress to the entire company. These reports include conversions, resolution time, and support unit costs.
The support team has conversion targets that are tracked separately for pre-booking and post-booking interactions.
What metrics will you report on next month?
Customer service metrics matter. What you choose to report on and how you report it can make a real difference in the level of service you provide.
Don’t waste your valuable time compiling reports that provoke no questions and generate no action. Bill Bounds said it beautifully: “Metrics only tell you where to look for the story; they don’t tell you the story itself.”
Pick the right metrics and use them to tell a compelling story about how your customer service team is contributing to your company’s goals.
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After running a support team for years, Mat joined the marketing team at Help Scout, where we make excellent customer service achievable for companies of all sizes. Connect with him on Twitter and LinkedIn .
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How To Extract Maximum Value Of Your Customer Service Data Analysis With Professional Customer Service Reports
Table of Contents
1) What Is a Service Report?
2) What Are the Benefits of Customer Service Reports?
3) Customer Service Reports Examples
4) Tips for Customer Service Data Analysis
5) Customer Service Performance Mistakes To Avoid
Customer service and experience count now more than ever before—no compromises, no exceptions. Brands that invest in building faultless experiences and offer exceptional standards of customer service (CS) will set themselves apart from their competitors while earning genuine consumer loyalty.
When it comes to CS, in particular, today’s digital consumer is very much in charge. Due to the hyperconnected, incredibly convenient, and instantaneous nature of the modern consumer world, as well as the number of touchpoints on offer, maintaining excellent levels of service by utilizing carefully selected customer service KPIs is the ultimate key to survival.
That said, if you’re able to answer customer queries quickly and effectively, you stand to increase your brand loyalty ten-fold. To optimize your CS offerings, you need access to the right data, and this is where a customer service report come into play.
This kind of report will empower your organization to understand its clients on a deeper level, consistently meeting their needs. Armed with the right data and the right visualizations, a service report will make your organization smarter, more efficient, and ultimately, more consumer-facing (which is essential to ongoing growth in the digital age).
In this article, we will explain how data analytics can significantly improve your CS offerings while explaining the vital role reporting plays in propelling your business to new commercial heights. We’ll also look at a mix of inspiring dashboards and template examples based on different types of customer service reports.
Ready? Let's get started.
“There is only one boss. The customer.” – Sam Walton , founder of Walmart
What Is a Service Report?What Is a Service Report?
A service report is an analysis tool composed of a mix of customer service reporting metrics that help you meet customer expectations and provide a better experience. Thanks to real-time data, businesses can increase their service levels, generate value, and increase profits.
From average response time to NPS score , a customer service report provides a deep and valuable insight into key areas of your consumer-facing efforts. In turn, this will provide you with an astute understanding of the positive areas to build upon and the areas of improvement.
To provide the best possible standards of CS on a consistent basis, understanding how your consumers interact with your business is vital. Having the right online reporting tool will ensure your data stays up to date and evolves as your company changes.
What Are the Benefits of Customer Service Reports?
Now that you know what a customer service report is and the role it plays in improving your consumer-facing processes, let’s look at the key benefits.
In the digital age, consumers are more empowered, more tech-savvy, and more demanding than ever before. If you don’t satisfy a customer’s needs or resolve their issues almost instantly or with a degree of competency that they deem unacceptable, they simply will not stick around. Add to this the fact that clients now trust the opinions of their peers more than the brand itself, focusing on your CS offerings should be your topmost priority if you want to succeed.
There are seemingly infinite benefits to the pursuit of customer reporting. By gaining access to the insights and data, you can:
- Improve your company’s best response time
The response time is the backbone of any CS department or organization. We have written a bit more on the average response time below in our article, but the main point is to keep it as short as possible. If you track this metric in your weekly or monthly reports , you can significantly improve it by identifying your bottlenecks (maybe the number of available agents during a rush-hour shift is too low, for example).
- Prevent callbacks about a repeat issue
Let’s face it, customers don’t like to call back or repetitively point out a single issue. By utilizing comprehensive reports in which you can include the first call resolution metric (FCR) or recorded calls as they're critical, you will have immediate access to data and a better chance to act promptly, without providing low-level service that can cost you in the long run. Setting detailed reports on a single screen will enable you to increase the level of your support department and ensure customers are taken care of at all times.
- Reward your top-performing agents and boost internal morale
Top-performing agents should be rewarded. If you see beneficial results in your reports, investigate further and see whose work has brought those results. Better yet, implement a team KPI dashboard that will show you immediately how your team is performing and where you need to allocate more resources ( educational materials or workshops ) so that the whole department has more chances to improve their results. You can also ask your top agents to educate other team members and provide them with tactics that bring success and sustainable development.
- Track the level and nature of issues overtime to make informed strategic decisions
If you lose track and count of your customer issues when you manually insert data into a spreadsheet, you can cause serious issues in the long run. It’s simple to miss a row or comment made by another colleague, non-intentionally, but definitely harmful. If your reports , for example, have set intelligent alarms that will send you a notification as soon as an anomaly occurs, you can improve the tracking of issues and create an environment that will improve your decision-making processes in the future.
- Gain a deeper insight into how your company is perceived by your customers
Another benefit is measuring satisfaction. A satisfied customer is worth more than any other indicator you could possibly track or evaluate. It is fairly known that a contented customer will recommend you on average to 3 friends, while the unsatisfied ones have the power to access and write on the Internet about their experiences with your brand. By regularly evaluating how you are perceived by your customers, you have the power to predict and act on potential future obstacles.
- Evaluate and improve your net promoter score (NPS)
Net promoter score is one of the customer satisfaction metrics that is, simply put, all about referrals. The goal is to obtain as many promoters as you can which will enable you to expand your business and enhance your loyalty rates. The more loyal customers you have, the more rewards your company will reap. If you properly take advantage of ensuring your reports also include the net promoter score, you will be able to quickly evaluate how detractors, neutrals, and promoters affect your bottom line. In the above image, you see an example of an interactive way to display your NPS, dividing customers into promoters, passives, and detractors.
- Enhance priceless retention and loyalty rates
Closely connected to the net promoter score, the retention and loyalty rate are all focused on gaining your customers’ trust and enabling them to spread positive words about your organization. Retaining a customer is essentially much less expensive than gaining a new one and with the help of a proper report, your CS department can thrive. By looking at your customer retention metrics you can also extract conclusions like which channels your target audience engages in the most and allocate your budget and efforts accordingly.
- Make your CS department more effective by reducing costs
A customer service report sample can also help improve financial efficiency. Reducing support costs is not about cutting down the manpower or investing the lowest amount of dollars into your support department. It’s mainly about optimizing your processes and reaching the highest quality of your services with the lowest costs possible. That would mean that your agents are efficient, trained pretty well, and the agents’ schedules are corresponding with the needs of the department. To have an at a glance overview, creating a customer support report will ensure that you monitor your expenses regularly and efficiently.
It’s clear that there are a host of tangible benefits as stated in our 8 points above, and many of them will have a positive impact on other areas of the business. To get details into each mentioned KPI, you can read more about it below in our examples section of the article.
In short, they offer the power to understand your company to make informed decisions based on accurate insights rather than making estimations and taking actions that offer little value to the organization or its customers.
Companies that grow their retention rates by as little as 5% often see profit increases ranging from 25% to 95% . Like this, you’ll not only be able to boost your retention rates significantly but you’ll also be able to boost your brand’s reputation, thereby resulting in commercial growth and increased profits.
We live in a world rife with invaluable digital insights and data. If you fail to use this information to your advantage, you are missing out on vital opportunities that can improve the efficiency, output, and cohesion of your organization’s CS department, which could prove disastrous in the long run.
- Understand your customers’ preferred channels of communication
As we migrate towards an increasingly hyper-connected age dominated by digitally native consumers (mainly millennials and gen zers), consumers can access a wealth of information at the swipe of a screen or the click of a button. As such, today’s consumers like to interact with brands across an increasingly broad range of channels or touchpoints.
From Instagram, Facebook, and Snapchat to TikTok, YouTube, mobile apps, online chat, email, and beyond, there are so many ways you can connect with your customers in the modern age. And while there is almost an endless scope for connecting with them you will find that almost everyone who interacts with your business has a preferred channel.
By working with the right customer service analysis metrics, you can discover, at a glance, which channels your clients prefer for particular issues or communicative reasons. By uncovering this information with ease, you can branch out to your customers using the right method, solving their issues or pain points in a way that’s personable and meets their needs. This will boost your satisfaction rates, improve your brand reputation, and grow the company.
- Plan staffing schedules and spot the need for training
Providing your agents with the right training is essential to the ongoing growth and development of your CS department. Without adequate training and mentorship, your agents will not only thrive in their roles, but they will become more efficient, responsive, adaptable, and innovative.
With the right customer report, you can pinpoint where your agents are struggling to resolve your consumers’ issues or answer the right questions. Using this specific information to your advantage, you can provide tailored training to get straight to the root of the issue and ensure your team can tackle everything that comes their way with confidence.
Using this type of service report, you can also gain an informed understanding of how many agents you need working at one time, overseeing the entire operation with clarity to jump in and offer support or training when it’s needed. These business dashboards will also help you understand the days and times your customers are contacting you the most. Having this info is valuable as it will allow you to plan shifts and make sure you have the number of agents needed to cover the volume of tickets at any given time, boosting your service levels in the process.
Client support can prove to be a challenging role, and by offering your agents practical mentorship, it’s more than likely that you will also boost morale, motivate your team to keep improving, and boost productivity across the board.
- Identify areas for product improvement
This is a commonly overlooked facet of CS success, but it's incredibly important: the quality or value of your products will have a direct impact on the success of your service strategy.
By using a service report to monitor specific queries or issues, you will swiftly paint a picture concerning any products that are failing to meet your consumers’ needs or expectations.
If you’re a fitness tech supplier, for instance, and you notice a spike in complaints centered on the interface quality of your latest outdoor pursuits watch, you can quickly notify your product team about the specific issues resulting in complaints.
By providing this level of consumer intelligence, a report on customer service essentially becomes a vessel for overall organizational improvement. It’s true that your CS department is your main point of consumer communication or resolution. But it’s vital to understand that it’s also a vessel for invaluable frontline information.
Armed with dynamic information, your CS department will become a valuable hub for organizational intelligence, helping you improve your communications, marketing messaging, and the products you develop, sell, and promote.
“Do what you do so well that they will want to see it again and bring their friends.” – Walt Disney
Types Of Customer Service Reports: Best Examples
We’ve looked at the what and why of customer reports, now we’re going to explore the five primary customer service dashboards associated with an organization’s various CS-based activities.
1. Customer Service Team Dashboard
In this day and age, to provide an exceptional standard of service, you must exceed customer expectations.
**click to enlarge**
This first customer service report sample hones your team’s overall performance on a daily and monthly basis by focusing on response time and individual agent performance all in one centralized space. Your team’s performance is vital to the success of your entire operation and this BI dashboard will help you make valuable contributions towards driving your organization forward.
- Average response time: To enhance your customer satisfaction level and productivity rates, keeping your average response time to a minimum is a must. This particular KPI measures the time right from the moment a customer makes a call to the moment an agent responds. This along with other related service desk KPIs offer an excellent insight into your overall CS performance levels.
- First call resolution: The First call resolution rate gives a clear indication of how successful your team is at solving an issue upon the first contact. An improvement in this area might increase your call handle rate, but it will have a minor impact if your first call resolution level has improved.
- Top agents: Staff satisfaction and morale are perhaps one of the most vital drivers of positive customer support performance. By tracking this metric over several months, you’ll be able to identify which of your agents can benefit from additional support and training and which agents you should reward and recognize.
- The number of issues: By understanding the volume of calls and queries coming into your business as well as the nature of each inquiry, you’ll be able to make informed staffing decisions to cope with demand at particular times while improving your strategy to meet the needs of your customers.
2. Customer Satisfaction Dashboard
Customer satisfaction remains a number one priority for today’s businesses as it translates to an increase in brand loyalty and in many cases, an increased spend per customer.
Focused on all primary aspects of customer satisfaction, experience, perception, and retention, this particular example will help you keep your consumer happy, engaged, and loyal to your business.
- Net promoter score (NPS): Your NPS is critical to your entire operation because it shows the perception of your support levels by the public. Essentially, it determines how likely someone is to refer you to their peers. On a scale of 1 – 10, and based on their scores, customers are either considered promoters (9-10), passives (7-8), or detractors (0-6). By improving your NPS score, you’ll ultimately see an increase in growth and loyalty.
- Customer effort score: This is a particularly critical KPI as it gives you a glimpse into the standard over your overall customer experience offerings. By understanding the elements of your customer experience that are letting your business down, you’ll be able to make vital improvements and in turn, grow the company.
- Customer retention: As mentioned, customer retention is essential to the success of your organization. By setting a retention rate target and working towards it, you’ll improve your brand image and expand your customer base over time.
3. Customer Support KPI Dashboard
Regardless of your CS role or level of seniority, there’s always room for improvement.
That last customer service report template is heavily populated with information and tracks a host of indicators that are common to a helpdesk dashboard in addition to customer satisfaction or even a customer service dashboard . With a wealth of invaluable insights available on one easy-to-navigate platform, this dashboard offers managers all the support information they need at a glance with the option to drill deeper into individual performance indicators and insights.
- Service level: This particular metric calculates your capacity to complete the standards confirmed in the service level agreement (SLA) you provide to your customers. This KPI is important as it showcases your commitment to delivering on your promises and will help you identify ways in which you can improve your overall standards.
- Customer support vs revenue: A priceless support metric, this KPI helps you to calculate how much the support costs are in relation to the total revenue. If you can provide incredibly high standards of service for decreased costs, commercial growth and increased revenue are inevitable. This KPI will help you gain the insights you need to achieve this goal.
- Customer satisfaction: A satisfied customer lies at the beating heart of every successful organization. By getting a tangible gauge of what your customers currently think of you, you’ll be able to make improvements in areas that matter most.
4. Customer Retention Dashboard
It’s no secret that retaining existing customers is more cost-effective than attracting new ones. And given the fact that loyal customers spend an average of 67% more than new consumers , investing in your retention strategies and activities will prove essential to your success.
As one of our most valuable service reports, this dynamic customer retention dashboard is designed to sustainably improve your consumer retention rates.
Visually balanced and featuring charts, graphs, and KPIs that offer at-a-glance insights into retention-centric performance and trend data, this report is a go-to resource for companies across industries.
Here, you will find everything you need to benchmark your success in specific customer retention-centric areas while identifying potential strengths and weaknesses—a visual vessel for CS success.
- Customer churn: This sales KPI also plays an essential role in customer retention, as it helps you understand which portion or percentage of your customers have stopped using your business or service over a set timeframe. Here, you can identify peaks or troughs in your customer churn rates, pinpoint potential loyalty issues, and create targeted strategies to reduce them.
- Net retention rate: Your net retention rate is important as it gives you a deeper insight into new vs. repeat customer churn rates while calculating new product or service cancellations over a set period. By tracking the net retention rate consistently, you will be able to make valuable tweaks or improvements to your service or customer experience journey.
- Revenue churn: This revenue-focused KPI will help you track, monitor, and measure the percentage of revenue your business has lost from your existing customers. Here, you can trace trends, pinpoint where the revenue loss came from (a product cancellation or service downgrade, for example), and make strategic refinements to reduce your revenue churn rates consistently.
- MRR growth rate: Your MRR (monthly recurring revenue) is another essential metric. It will tell you how your retention rates are affecting your bottom line over a set period. In turn, you will gain a clear understanding of what might be affecting your MRR and tackle the issue head-on.
“Customers don’t expect you to be perfect. They do expect you to fix things when they go wrong.” – Donald Porter, V.P of British Airways
5. Agent Talk Dashboard
Despite the ever-growing number of channels available to today's customers, many people still like to communicate the 'old-fashioned' way - via the telephone.
The quality of your calls counts - and this talk-centric customer service analysis report will tell you all you need to make your telephone-based communications more impactful and efficient based on four key areas: unsuccessful inbound calls, general efficiency, agent activity, and conversation quality.
This insightful Zendesk dashboard will give you the data-driven tools you need to answer more calls and resolve more complaints within a specific time frame without compromising on service quality. By using this customer service report example as your talk-based informational North Star, you will improve the success of your CS offerings exponentially, improving your brand reputation in the process.
- Answer time: This most telling metric will give you an accurate gauge of how long it takes your agents to answer calls. By tracking this KPI consistently, you will gain an understanding of exactly how efficient your call system is and pinpoint any potential weaknesses so you can make targeted improvements.
- Leg talk time: This particular customer service analysis example is based on how long it takes your agents to provide a resolution during a customer call. Each leg refers to a different stage of the service or sales cycle, providing you with targeted information that will empower you to make improvements or agent support exactly where it’s needed.
- Unsuccessful inbound calls: Presented as a digestible bar chart, this KPI tracks how many customer calls fail to connect or get picked up within a specific period, as well as the primary reasons why. Gaining access to this level of detailed service information will empower you to understand where your service is failing most and dig deeper into the issue, improving your overall customer experience offerings in the process.
- Quality rate: The quality rate KPI measures the general performance of your call center. Essentially, the quality rate is the percentage of calls that receive good quality reviews based on the total number of conversations. Setting a realistic benchmark will give you a continual gauge of your call center’s result, empowering you to respond to any dips in quality quickly, preserving your service offerings as a result.
10 Top Tips for Customer Service Data Analysis
While CS data is priceless to any modern organization regardless of its industry or sector, due to the colossal volume of information available on a daily basis, creating and managing it effectively can prove to be challenging.
Here, we’re going to share ten essential tips for effective customer service data analysis.
1. Create a detailed report plan
To generate the best possible service report, you have to create a solid customer-facing plan. You need to understand the scope of the data that you are going to report on and the roles of the stakeholders involved (from front-line reps to service development executives, communications specialists, and beyond). Creating a draft to ensure you have all the steps covered beforehand will save you a lot of time later on. With the help of a BI reporting tool , you can look at the bigger picture and identify what kind of report you are going to generate (more on that below), who are you going to address, and what is your end goal. Preparation and planning are key factors in creating a stable and gainful report practice, and you should not skip this step.
2. Structure your reports based on the end-user
Depending on whether you selected KPIs for your support team, departmental or c-level manager, structuring your data is of utmost importance. Who will use the customer report is the baseline of your report creation. This is also closely connected to selecting the right metrics (more on this below) as the team leader won’t collect and analyze the same data as the support agent, but focus on the team’s performance, for example, to be able to provide necessary training and ensure stable processes. Using a comprehensive online dashboard , you can monitor performance indicators related to your top agents, the number of issues, or the first call resolution time automatically, streamlining your customer service data analysis efforts in the process.
3. Choose your KPIs
Each business is different and insights that might prove particularly useful to one organization might not be the same for another. However, selecting the right KPIs for your business in a collaborative capacity is essential to the reports’ success. The average response time, for instance, will tell you how long it takes for an agent to respond to a customer call. If you respond swiftly and diligently, your brand image will remain positive, and the customer will certainly not complain. On the other hand, if you put them on hold for a longer period of time (more than a minute), the probability that they will hang up significantly increases but also the potential to harm your reputation.
Once you’ve identified the information that will help you enhance your CS offerings the most, you will be able to set up a visual data dashboard customized to your needs, goals, and objectives. To ensure that you get optimum value from certain KPIs and metrics, you should set measurement time parameters that will give you a comprehensive snapshot of averages and trends. It will also give you the most accurate view of your CS data. That brings us to our next point. If you want a complete guide on how to choose the right indicators for your business, take a look at our KPIs vs metrics post!
4. Monitor and analyze your data regularly
To ensure your CS analysis report provides invaluable quality and the best possible data, you need to regularly monitor and analyze your findings. To create a sustainable customer KPI report , utilizing modern software and online data analysis tools such as datapine, will make sure your data is up to date and valid in any given situation.
By monitoring your information in real-time and graphically representing data through a series of charts you can easily manipulate and drill down into bits and pieces that would, otherwise, remain hidden. The analysis part is one of the most important steps you need to perform in order to successfully build and maintain a profitable strategy.
Through logical analysis, you will be able to meet your customers’ needs at every stage of their journey and provide a seamless service across every channel or touchpoint.
Customer reporting isn’t just collecting numerous data, but analyzing the numbers and answering important questions. If you do that, you will take your customer service offerings to the next level.
5. Use a balanced mix of service KPIs
Once you’ve established your goals, selected your most valuable KPIs, and put everything together with the help of a dashboard generator , your customer service analysis success will boil down to drilling down into the right information at the right times.
Armed with a dashboard that consolidates all of the most important data from your CS department, you will be able to regularly monitor a wealth of insights. However, if you want to extract maximum value from your data, it’s vital to work with a balanced mix of metrics . This will give you a clear indication of how valuable your existing analytical reports are in a practical context.
When we say you should use a mix of KPIs, we mean tracking:
- Historical data
- Real-time data
- Predictive data
For balanced and progressive analytics success, it’s essential that your metrics and KPIs work together to display insights that paint a picture of past trends of performance (for comparison), real-time activity (to adapt and respond to challenges as they happen), and potential future patterns (to create strategies that nip possible issues in the bud or capitalize on potential opportunities).
6. Tell a story with your data
As humans, we digest information far more effectively when it’s presented in the form of a story or narrative.
When interacting with your customer service report data, it’s important that you arrange your visualizations, KPIs, and metrics in a way that is logical and tells a story.
Doing so will provide accessible insights into how you are performing in key areas of your customer operations while giving everyone in the department the tools to use that data to improve their individual performance while communicating more effectively.
Our definitive guide to data storytelling will tell you all you need to know to get started.
7. Create customer profiles & personas
As mentioned, even when you’ve collected your customer service data, developed your reports, and started using them, you must regularly assess and refine your analytics efforts.
To put your data into a real-world context and ensure your metrics remain relevant, creating (and updating) customer profiles or personas is a valuable activity.
A customer profile or persona is a representation of your ideal target customers and consists of a description of their needs, wants, and pain points while outlining essential demographic information, including:
- Name (to humanize your customer profiles)
- Family situation
- Preferred communication method
- Level of digital literacy
By creating a set of customer profiles or personas, you will better understand your data and ensure the KPIs you’re tracking are still directly relevant to your strategy. Customer profiles will also help you humanize your data and make more effective analytical decisions as a result.
8. Segment your customers
Concerning your business’s more customer-facing activities, by segmenting your consumers into distinct groups, you will be able to understand their needs, preferences, or issues on a deeper level, improving the quality of your communications as a result. You can use your customer personas or profiles to do this.
For example, by working with your customer support and satisfaction KPIs, you can segment your customers based on whether they are new or repeat customers, their service or product preferences, or the nature of their issues.
Doing this will empower you to dig deeper into your most relevant data and create initiatives that will ultimately improve the way you tackle service issues as well as the standard of experience you offer your customers.
If you want to dig deeper into customer segmentation with professional analysis methods take a look at our complete guide to data analysis .
9. Map out our customer journey
In the age of information, customer service is consistent with countless activities and functions, many of which cross over with marketing and sales.
The point here is: digitally-driven companies are becoming increasingly cohesive and, as such, departments collaborate on activities and initiatives more than ever.
That said, one of the most effective ways of improving your service department across the board is using your various dashboards to develop a customer journey map.
A customer journey map provides an outline of how a customer might interact with your brand from start to finish. By developing a map using your customer data, you will be able to understand which channels or touchpoints need attention and where possible bottlenecks or issues might arise.
You should examine your KPIs across every key function (from support performance to retention) to create your customer journey and highlight where you need to focus your efforts. When you share this data with your sales and marketing decision-makers, you can all work together to develop a journey that is rich, rewarding, and seamless from start to finish using informative, reliable insights as your guide.
10. Share your report and derive actionable insights
Submitting your results via scheduled, automated emails or sharing an interactive dashboard will cut the time needed to generate, consolidate, and export numerous data points you might have. Sharing information is another important aspect of creating and managing customer support reports. To be able to fully focus on what is crucial in your analysis process, you can benefit from automated reporting that way you won’t need to spend numerous hours on exporting spreadsheets or preparing presentations, but your data will be immediately accessible while you can focus on what matters the most: actionable insights.
These were some basic tips on how to create a successful customer service analysis report and improve your bottom line.
Customer Service Performance Mistakes To Avoid
At this point, you know what elements make a solid customer service reporting structure. Now, it’s time to look at which mistakes you should avoid at all costs.
1. Not measuring performance with KPIs
Without a doubt, customer service is one of the most performance-driven departments of any modern business.
When you’re looking to develop your efforts, measuring performance matters. There’s more to CS development than a happy or unhappy customer alone. There are several factors that can influence the success of your communications across channels. And without using visual KPIs to benchmark and quantify your performance in these key areas, it’s unlikely that you will ever meet your customers’ needs fully.
Choosing KPIs based on your specific customer service goals will ensure you have the information you need to nip any potential service issues in the bud while enhancing your communications across channels. Without this information, all you will ever do is shoot in the dark and provide an average service, falling behind your competitors in the process.
If you’re looking to improve your overall call efficiency, you will use the talked metrics we covered earlier, for example. And, if one of your core aims is to improve the quality of your products, you should focus on KPIs that show specific customer complaints over a certain timeframe.
2. Not measuring every channel
If you only hone in on customer support reports metrics based on phone or online chat or email, for instance, you will never achieve a cohesive, well-rounded, and fully-operation customer service strategy.
Many businesses fail to explore every strand of relevant data across all communication channels, meaning that their overall service quality or NPS scores suffer. To meet your customers’ needs across the board, it’s vital that you explore metrics across any potential customer service channel that your consumers use to engage with you.
Today, customers branch out to businesses via social media, mobile apps, YouTube comments, email, third-party feedback platforms, online chat, telephone, and more. So, track data across every channel to ensure your efforts continue to evolve with your customer base. Fail to do so, and you will fall behind your competitors.
3. Not getting buy-in across the business
Setting accurate service benchmarks is vital to ensure you’re consistently performing at optimum levels. But without buy-in from the top or other seniors across departments (sales and marketing are strongly linked to CS), your customer service reporting goals will become seriously stunted.
To avoid getting your data-driven efforts quashed by the C-suite, you must build a case for your customer service performance reporting tools and strategies by building a compelling case on your existing service issues, explaining how working with cutting-edge report templates will help solve them.
Work to get buy-in early on, and you will reap the maximum rewards of customer service performance reporting.
Key Takeaways Customer Service Reporting
In today’s hyper-connected digital world, customer service counts. In fact, this year and beyond, customer experience (CX) and service are set to become the number one brand differentiator, surpassing both price and product in terms of business value.
Meeting your customers’ needs and pain points head-on is no longer a luxury, it’s essential — and customer service report will help you get there.
By using the unrivaled power of these reports to your advantage, you will become more productive, strategic, insightful, and approachable. The result? A reputation for customer service innovation that will not only help you stand out in your niche but accelerate the growth of your business.
With the help of cutting-edge dashboard software , you can develop dashboards that will let you dive deep into analysis and track essential day-to-day activities as well as performance metrics that will set you apart from the pack, one initiative at a time.
We have explored essential types of service reports, outlined the benefits, and shared tips on maximizing the value of your business’s most essential insights. Now, it's your turn!
To unleash the business-boosting power of customer service reports, try our 14-day free trial today .
How Write Customer Service Report
Jul. 8, 2022
How Write Customer Service Report?
A customer service report is a record of the interactions between a company and its customers. It can be used to track customer satisfaction, identify areas for improvement, and measure the effectiveness of customer service representatives.
When writing a customer service report, it is important to include all pertinent information about the interaction. This includes the date, time, name of customer service representative, and any other relevant details. It is also important to be clear and concise in your writing.
If you are including customer satisfaction data in your report, be sure to use a reliable source. You may want to consider using a survey tool such as SurveyMonkey or Qualtrics.
When compiling your customer service report, make sure to review it for accuracy and completeness. Once you are satisfied with the report, you can then share it with your team or management.
Customer service reports can be an invaluable tool for businesses of all sizes. By taking the time to write a customer service report, you can help improve the quality of your customer service and make your business more efficient.
Sales | Listicle
6 Essential Customer Service Reports for Support Teams
REVIEWED BY: Jess Pingrey
Jess served on the founding team of a successful B2B startup and has used a wide range of sales and marketing tools over the course of her 15-year career. She uses her industry knowledge to deliver the best answers to your questions about sales tools and sales management.
WRITTEN BY: Jillian Ilao
Published December 12, 2022
Jill is a writer at Fit Small Business specializing on Customer Relationship Management (CRM) software.
1. Customer Service Team Report
2. customer satisfaction report, 3. customer service kpi report, 4. customer retention report, 5. ticket-level report, 6. individual agent productivity report, benefits of customer service reports, bottom line.
Customer service reports provide businesses with an overview of a support team’s activity summary, individual agent performance, and quality of customer interactions, which can help identify best practices and areas for improvement. No single report can provide a holistic and all-encompassing view of a customer service team’s performance, so businesses often need to generate various kinds of reports to gain full visibility on their customer service quality.
Below, we share six essential reports every business should generate from their customer service software to assess their servicing quality regularly.
The customer service team report gives you an overview of your team’s daily, weekly, or monthly performance. It also highlights the agents’ SLA compliance, response time, individual performance, and request volume from every support channel. A quick look at this report helps you assess the overall health of your support team and determine if your agents are on track to achieving business goals.
Relevant KPIs and Metrics:
Kpis vs metrics.
Key performance indicators (KPIs) are measurable values that indicate how well you are hitting business objectives and targets. Metrics, on the other hand, track the status of a specific business process.
- Average response time: Measures the time it takes a support agent to respond to a call, email, web forms, and live chat queries. The quicker your reps respond to queries, the higher your customer satisfaction and agent productivity rates will be.
- First call resolution: The success rate of the support team in solving an issue during the first point of contact with the customer.
- Number of requests: The volume of incoming calls and support requests, including the nature of each issue. This lets you know which particular times have high call volumes so you can plan an appropriate work schedule for agents.
- Top-performing agents: Lists the support agents according to their performance over a specified period. It highlights those who deserve recognition and helps you identify which agents need additional training or coaching.
Salesforce is a feature-rich customer service platform that lets users download in-depth reports. (Source: Salesforce )
Freshdesk customer service dashboard (Source: Freshdesk )
The metrics included in the customer satisfaction report help you understand your customers’ sentiment toward your company and the quality of support provided. A drop in these metrics could indicate decreasing customer service quality, poor product quality, or bad marketing decisions. On the other hand, a company that maintains good scores in this report has satisfied, engaged, and loyal customers.
- Net promoter score (NPS): Shows how the public perceives your service levels and how likely they are to refer your business to their peers.
- Customer effort score (CES): Measures how much effort your customers have to exert to resolve an issue or answer their questions.
- Customer retention rate: The percentage of a company’s existing customers who remain loyal over a given period.
HubSpot Service Hub customer satisfaction dashboard (Source: HubSpot )
The customer service KPI report provides evaluations of each support rep’s performance and allows you to drill deeper into individual metrics. The KPIs in this report counterbalance customer-based feedback, giving you a more accurate picture of how well your agents meet your support standards. They help you determine whether the feedback was intended for your support, product, or customer experience.
Sample of customer service reports from HubSpot Service Hub (Source: HubSpot )
In some cases, support agents receive poor ratings because of customers’ unrealistic expectations of how they should resolve issues. Other situations involve customers who give high ratings for services that did not reach the quality of support you set for your team. Customer service analytics give managers a targeted insight into your service quality based on rating categories specific to your company.
As an example, consider a customer who purchases a product from a company for the first time and is impressed by how the support agent handled the transaction. The buyer gives the transaction a high rating even when their interaction lasted longer than what the company considers acceptable. This discrepancy can be easily spotted by looking at the customer service KPI report.
- Service level agreement (SLA) compliance: Measures your capacity to meet the standards in your SLA with your customers and helps you identify new ways to improve your overall service standards.
- Customer support vs revenue: Calculates the cost of your customer support in relation to the total revenue. The ideal goal is to provide high standards of service at lower costs.
- Customer satisfaction (CSAT) score: Measures a customer’s satisfaction with your products and services at key customer journey touchpoints. This KPI provides insights into how effectively your company is meeting expectations.
The customer retention report provides detailed analysis and metrics that help you understand how and why your customers either stay loyal to your brand or churn . It offers at-a-glance insights into your company’s strengths and weaknesses, as well as how much money is won or lost in a given month. This report also helps you identify potential customer loyalty issues and create strategies to retain more clients.
- Customer churn rate: The percentage of customers who have stopped using your brand or service over a specified time frame.
- Revenue churn: Tracks, monitors, and measures the percentage of revenue you have lost from existing customers and tells you where the revenue loss came from.
- Monthly recurring revenue (MRR) growth rate: Tells you how your customer retention rates affect your monthly revenue.
Insightly Service customer retention report (Source: Insightly )
The ticket-level report offers granular data, such as created and resolved tickets, missed calls, chat average pickup time, average resolution time, and ticket volume from each channel. This includes details of all incoming emails, support calls, live chats, survey forms, and social media messages. It also indicates which support channels are used most by your customers.
It is crucial to monitor the ticket-level report because its metrics play a critical role in customer satisfaction. For example, if the average time to close is high, you can investigate what’s taking up their time. You can also ensure the frequently answered questions (FAQs) are covered in your knowledge base, so your reps don’t need to type out the same instructions to customers repeatedly.
- Ticket volume: The number of incoming support tickets received by the customer service team.
- Time to close: The average time it takes for the support team to resolve a customer issue.
- Open rate: The proportion of tickets waiting for a solution in a specified period.
- Escalation rate: The percentage of cases that first-line agents elevated to their senior leaders and managers to be resolved.
Looking at the images below from Zoho Desk , you can see how many tickets are open, overdue, and unassigned. You can also conclude that most of the tickets come from chats, and most customers are happy with the service they received. If you want to explore the Zoho Desk’s wide range of ticket-level statistics, sign up for a 15-day free trial or start using its free basic plan.
Zoho ticket dashboard (Source: Zoho )
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The individual agent productivity report gives the manager a detailed view of a support rep’s activities and performance within a specified time frame. The relevant metrics here are similar to those seen on the customer service team dashboard, except this one is for an individual agent. This report allows you to monitor a rep’s efficiency and ability to resolve issues, as well as determine where additional one-on-one coaching is required.
- Ticket volume per rep: The number of tickets assigned to an agent for a specified time period.
- Tickets closed: The proportion of received requests successfully resolved by an agent.
- Customer satisfaction: Reflects customers’ collective rating or level of happiness with an agent’s performance and engagement.
- Time to resolution: The average time it takes an agent to resolve an issue.
Zendesk agency productivity breakdown report (Source: Zendesk )
Regularly running and monitoring reports on customer service metrics and performance helps support team managers easily spot trends and patterns in agent performance and customer experience. Below are five top benefits of customer service reports, including details on how they contribute to increased customer satisfaction.
Better Understanding of Customer Experiences
Customer experience metrics like customer satisfaction (CSAT) score and net promoter (NPS) score are excellent indicators of how happy your customers are with your offerings. To make sure your interpretation of these statistics is accurate, implement customer service analysis reports at every touchpoint. These reports allow you to spot and fill customer experience gaps, as well as determine what you are doing right along the way.
For example, let’s look at how unexpectedly high shipping fees could affect a customer’s buying experience. If a report indicates customers are abandoning their shopping cart once shipping fees are shown, you can consider offering free shipping to those who purchase at least $50 worth of products. This tactic could improve the customer experience and encourage shoppers to complete their purchases.
Real-time Updates on Team Performance
It might be easier for small businesses to keep track of their support team’s performance and activities. However, it’s not the same for bigger companies with dozens of employees. Fortunately, you can easily generate and pull up real-time updates on your team’s assignments, activities, and performance using service reporting tools.
Real-time reports give you a birds-eye view of the health of your work processes. For instance, your customer service team dashboard tells you your agents’ number of resolved tickets has been abnormally low in the last few days. Upon investigation, you find they have difficulty answering questions about a new product. To improve their resolved ticket score, you can conduct additional training or a refresher course on the product in question.
Data-based Goals & Decisions
Service reports provide support team managers with reliable data on which they can base their decisions. These include decisions on staff scheduling, hiring, team expansion, promotion, coaching, and even termination. You can also refer to data on customer satisfaction levels when proposing changes in your service protocols.
For example, launching a new batch of products has doubled your team’s ticket volume, and many support calls are going unanswered. Based on this finding, you can opt to hire new agents so your team can accommodate all incoming requests.
Increased Agent Productivity
Leaderboards display the rankings of all your support reps and indicate how long each agent has been on that spot. You can post these reports weekly or monthly to motivate your agents to do their job better so they won’t be ranked at the bottom. This can also inspire high achievers to maintain their level of performance.
Improved Customer Loyalty
Happy customers tend to make repeat purchases and refer your product or service to their peers. Reports on customer experience and satisfaction tell you if your clients are happy with your company. If reports reflect that they are unsatisfied with your product or their buyer experience, you can propose and implement changes to improve their perception.
Do you want to increase your customers’ loyalty and affinity to your brand? Apart from providing them, high quality products and services, make sure to reward their loyalty by creating a customer loyalty program .
For example, a ticket-level report shows that each customer submitted multiple support requests for a new app. After analyzing customer feedback and finding out the issue, the company launched updates to eliminate bugs in the app. After the product update, the company’s ticket volume dropped dramatically, and most of its users started giving the app positive feedback and referrals.
Did you know?
Understanding your customer experience is key to growing your business. Nearly 90% of consumers with positive experiences are most likely to make another purchase , while 50% of customers are likely to switch companies due to poor customer service. Additionally, 83% of customers are willing to recommend it to their peers after experiencing good customer service.
Customer service analysis reports are essential indicators of the health of your support team, product, and work processes. They also give you insights into what your customers expect of your product and service, as well as how well your agents handle requests for support. Ultimately, these reports contribute to higher customer satisfaction because they guide you on how to best meet your customers’ needs and expectations.
About the Author
Jill is a sales and customer service expert at Fit Small Business. Prior to joining the company, she has worked and produced marketing content for various small businesses and entrepreneurs from different markets, including Australia, the United Kingdom, the United States, and Singapore. She has extensive writing experience and has covered topics on business, lifestyle, finance, education, and technology.
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FREE 10+ Customer Service Report Samples [ Monthly, Weekly, Annual ]
Merely selling a product or advertising your service isn’t enough to end a sale. Despite putting out all the details and instructions, customers are bound to ask further questions or want to add some special request. Even after sales, companies should expect complaints, refunds or misunderstanding between clients. This is why companies should have an efficient customer service to deal with these kind of situations to provide assistance and give advice to those who buy or use its products or services. To gauge customer service performance, a metrics called a customer service report is used by most companies. Learn more about this in our article today, and for ready made templates check out our free customer service report samples below:
Customer Service Report
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Some products or services out in the market may come up more or less the same as others, so companies try to exert effort to continuously set them apart from their competitors. Yet, with an exceptional standards of customer service would stand to set themselves apart from their competitors in a notable way. Customers may want to have someone to address any issues concerning the product or service. Thus, it is crucial to have a clear understanding of client interactions with your business, to maintain and deliver quality customer service. To be able to keep track of this, a customer service report records your goal progress, and help you identify areas for improvement.
Customer reports are critical for setting and meeting customer expectations. The purpose of a customer service report is to get direct feedback, and then take that user generated data to make better decisions in the future. Here are some benefits your company can receive if these reports are initiated properly:
- Reports can help management track the quality of service offered by the agents
- Better understanding which platforms generate most inquiries in regards to your business
- Motivate customer service agents to improve
- Meet customer expectation and identify the common inquiries or problems
- Track the level and nature of customer issues over time to make uniformed strategic decisions
- Reveal areas for product improvement
There are various of customer service reports depending on a company’s requirement and how they wish to gauge customer service performance. Each business is different and insights that might prove particularly useful to one business might not be the same for another. Here are examples of a customer service reports that can help you decide which type that would benefit your company.
Customer feedback is an important method of collecting first hand experiences in dealing with customer related queries in regards to a company’s product or services. This would reflect how well the problem was dealt, how a customer perceive a product or service and perhaps establish possible candidates to partner with in the future. A customer feedback report allows you to evaluate how well you are meeting customer’s needs and expectations, whether you work in customer service or product. It provides you with detailed insights that can help you improve your product roadmap, customer experience, and beyond. These are typically collected from survey submissions after events, specific times in a customer’s lifecycle, or with routine questionnaires that assess individual customer interactions.
- Call Detail Report: for companies who are engage with call center services, these reports capture various call details, such as time in queue, call duration, escalations, the cause of escalations, the outcome of the interaction, etc.
- Multi-channel customer service solutions typically offer channel usage reports with detailed information of every communication channel, such as emails, calls, live chats, contact forms, feedback forms, and social media messages. As a result, you can view the most preferred channels by customers.
- Agent activity reports show information such as the time agents logged in, breaks, and volume of tickets/calls/chats they answer within that time range.
These are combined reports submitted by each team which displays the overall performance information.
This is an individualized report per agent to track their productivity and ranking when it comes to service interactions. Overall, these reports help managers identify top and bottom performers quickly.
Some companies invest in software applications that automates the creation of customer service reports to help them measure their customer service performance. Yet it is still very acceptable especially for new or small business to manually input their data to create their reports. However this is done, the main point of the report is to help with the data analysis .
Customer satisfaction is how satisfied customers are of the product or service in which fulfils their needs and expectations.
An efficient customer service helps retain your clients and would allow those clients to refer your product or services to others. Businesses are able to regain customer acquisition costs and cultivate a loyal following that refers customers, serves as case studies, and provides testimonials and reviews.
This is a visual storyline of every engagement your customer has with your service, brand, or product. Here you are to understand your users, their behavior, and what you can do to improve your product or services.
The overall goal of all businesses is to retain and gain more customers. Thus, a customer service report can help give you actionable information you can use to keep customers satisfied. Ensuring a stability in profit and increase in customer lifetime value.
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The Purpose Of Customer Service Report
Revolutionizing field service applications - reports and dashboards.
What's the purpose of customer service reports ? In order to ensure customer loyalty, it is necessary to provide what they want. The key to a successful and profitable service business is comprehending customer needs and meeting them satisfactorily Field management requires insight into day-to-day service activities, operations, and delivery. Customer reports are critical for setting and meeting customer expectations. The Purpose of a customer service report is to get direct feedback, and then take that user generated data to make better decisions in the future.
With ServiceMax Reports & Dashboards , you and your executives can instantly view losses, profits, inventory and service levels. ServiceMax reports:
- Provide details about field service operations — work orders, customers, and technicians
- Allow managers and executives to have real time information
- Allows you to determine the key performance indicators (KPIs) that ensure the profitability and competitiveness of your service business
Having complete visibility over parts and service enhances customer service in the long run. Customers of ServiceMax have field service and CRM systems tightly integrated with inventory and service parts management.And with the customer service report feature, you can send the right tech to the right customer and get even better results. Learn what the leading service management software can do for your company today!
Customer service is key to maintaining good customer relations and growing a successful business. Customer service allows a business to stay connected with its customers and to receive valuable feedback. Without this ongoing connection, mos...
Exceptional customer service involves understanding the product or service being sold, going beyond customers’ expectations, fulfilling explicit and implied promises to customers, showing respect and interacting with customers outside the p...
The phone number for Consumer Reports customer service is 1-800-333-0663. The hours are Monday through Friday 8 a.m. to 8 p.m. EST and Saturday 9:30 a.m. – 6 p.m. EST. Customers can also send correspondence to Consumer Reports by mail to Co...
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