How and why to evaluate the work of customer service representatives
23 March 2023
Customer service representatives often become the first members of a company with whom a potential customer interacts. This communication is an opportunity to make a good first impression about the brand.
Regular evaluation of the work of customer service representatives helps to improve customer service and increase customer loyalty. In this article, we will explore how often and by what criteria to conduct evaluations.
Regular evaluation of the work of customer service representatives helps to improve customer service and increase customer loyalty. In this article, we will explore how often and by what criteria to conduct evaluations.
Why it is important to evaluate the work of customer service
The importance of this interaction cannot be underestimated. According to surveys, when making a purchasing decision, 64% of people consider the customer experience to be a more important factor than the price of the product or service. Therefore, the professionalism of representatives directly affects customer loyalty and trust, and can help stimulate sales and support a positive image of the company.
Criteria for evaluation
Evaluating the work of agents using data and analytics is an excellent opportunity to help employees improve the quality of their work, increase the performance of the entire department, and achieve the business goals of the company faster.
Here are examples of effective criteria for evaluating work:
- Correspondence - the correctness of communication and promotion of sales.
- Is the agent polite? Do they fully answer the customer's questions? Does the conversation encourage purchasing décisions.
- Conversion from chat to sale - what percentage of chats end in the purchase of a product or service.
- Response time and average customer wait time - will help track growth points. It is important to take into account the total number of requests and representatives, as well as the settings for distributing incoming requests.
- Representative activity - for example, the number of inquiries processed per shift.
- Number of missed inquiries - how often does the representative leave customer questions unanswered? A high score may indicate poor quality work or a poorly organized process (for example, requests come in during the employee's lunch break).
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Evaluation Tools
The most effective evaluation tools for assessing agent performance are those that are available within the work platform. For example, Rox.Chat platform offers the following options:
Any evaluation deserves attention. To perform a qualitative analysis, it is worth answering the following questions:
Representatives do not work in a vacuum. Their productivity and work results are influenced by everything around them. Analysis based on data allows achieving the greatest objectivity, but it is not worth relying solely on figures to see the big picture.
- detailed reports on team and individual work;
- chat history for precise quality control;
- assessment of work quality after closing a chat (hint: in Rox.Chat, editable questionnaires can be created to evaluate agent performance based on the most relevant parameters for you).
Any evaluation deserves attention. To perform a qualitative analysis, it is worth answering the following questions:
- What contributed to a good performance?
- Why did the department show worse results than a month before?
- What needs to be excluded/added to the process to fix the situation?
Representatives do not work in a vacuum. Their productivity and work results are influenced by everything around them. Analysis based on data allows achieving the greatest objectivity, but it is not worth relying solely on figures to see the big picture.
Text channels in customer service agent work
Product quality remains an important factor in making purchasing decisions and brand loyalty. However, we see that the level of service and comfort in interacting with the company is playing an increasingly important role.
More than 57% of customers prefer to communicate with companies through text communication channels, such as email or chat, and 66% of customers have used at least three different text channels to contact customer support.
The omnichannel platform Rox.Chat combines all popular text channels and many tools for efficient customer service agent work, such as templates for quick responses, smart distribution of incoming requests, integration with CRM systems, and detailed department performance reports.
More than 57% of customers prefer to communicate with companies through text communication channels, such as email or chat, and 66% of customers have used at least three different text channels to contact customer support.
The omnichannel platform Rox.Chat combines all popular text channels and many tools for efficient customer service agent work, such as templates for quick responses, smart distribution of incoming requests, integration with CRM systems, and detailed department performance reports.
Rox.chat provides effortless connectivity with all of them.
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