If you’ve ever been on the receiving end of a frantic call from a customer, you know that it takes a great deal of patience and understanding to de-escalate the situation, address their concerns, and turn their disappointment into delight at a satisfactory resolution. It also takes a great deal of empathy, which is an important common thread between great customer service and exceptional user experience (UX) design.
In growing companies that don’t have UX design teams, customer service representatives often bear the burden of compensating for poor interface design by filling in the information gaps and handling tasks a user can’t complete on their own. This can leave a customer service team feeling like it’s drowning in a flood of calls, emails, and endless negative feedback.
When you’re ready to make the long-term investment in better UX in order to take some stress off your customer service team (and to increase conversions as a bonus!), where do you begin?
How might you better understand the unmet needs of your customers? And if your goal is to reduce the friction customers experience when interacting with your website or apps and support higher interaction volumes, how will you gauge the success of the UX enhancements you make?
The key is to gather data both before and after a UX-improvement initiative. Changes in customer service metrics can not only help you identify the areas that need attention, but they can also help you determine the effectiveness of the UX changes implemented to address those customer roadblocks.
Many customer relationship management (CRM) systems can track key customer service metrics, like:
These are great metrics when you want a bird’s eye view of your support operations. They not only indicate how your customers feel about the support they’re…