The main goal and objective of customer service is to ensure that the buyer does not encounter obstacles and difficulties on their way. To make this a reality, you should analyze your work with customer service using the balanced scorecard (BSC).
It has several levels:
The financial level is the marketing and commercial performance indicators of the company.
Client level – indicators reflect the quality of the sales office, its pedestrian accessibility, the presence of queues, satisfaction with the work of the website, online resources (UX and UI).
Operational level – these indicators characterize business processes, IT infrastructure, and information flows of the company.
Growth and learning – indicators reflect the quality of communication with employees and characterize the company culture.
Let's look at what exactly the self employed data package quality control of customer service at each level of the BSC consists of.
Financial level
Here they determine how the quality of service affects sales efficiency and business development. To do this, they calculate all the metrics that are important for generating profit and identify those that are declining.
Sources of financial resources of the enterprise
Source: shutterstock.com
Typically, customer service issues result in gaps in conversion rates, churn rates, average order value, repeat purchases, and customer acquisition costs.
Client level
This data shows how the company is meeting customer service standards. This can be verified by analyzing choice factors or studying customer touchpoints using the mystery shopper method.
To determine growth points, special metrics are used, for example, CSI.
Operational level
These indicators identify business processes that have a positive impact on customer service and maintain high standards. Analysis of the company's work at the operational level is done by modeling business processes and using IT infrastructure.
Growth and learning
At this level, you can study the process of creating a service culture and how exactly the company sees it, what it puts into this concept. This important level is related to HR research.
Analyzing metrics at all four levels reveals the presence of problems in the customer service department and shows what they are. Having considered them as a whole, the company will be able to solve the problem, find ways to improve customer service.
There are certification bodies that professionally conduct such studies. They are involved in the work for an objective study of business efficiency.
The specialists will give a detailed assessment of the BSC levels: they will identify the risks, strengths and weaknesses of the company, and opportunities for improving customer service. They will check the organization for compliance with the International Standard (ICSS: 2020-2025) and prepare a certification report.
Recommended articles on this topic:
32 methods of finding and attracting clients