previous icon Back to blog
Jul 05, 2022
5 minutes read

Optimising Customer Service With The Right Metrics

If you’re investing a sizeable budget in refreshing the way your customer service operates, you’ll naturally want to see significant ROI. It’s very easy to focus on immediate results and then forget the iterative process of refining a solution to ensure it’s still delivering in 12 or 24 months’ time and beyond.

Emily Jane Brown
Emily Jane Brown,
Senior Marketing Manager

When it comes to chatbots, the key to ensuring your investment keeps paying for itself is to set and monitor the appropriate metrics for your business to ensure your solution is delivering value for you and your customers.

Sometimes, setting metrics for yourself is akin to letting a credit card customer set their own interest rates. You’ll want a solution that delivers a host of information to allow you to take a deep dive into the data and work out where things are going right and going wrong, and figure out which metrics are really important for your business. 

Actionable Insights

Accurate, powerful reporting on a variety of metrics allows you to make changes to your consumer offering in real-time, tweaking chatbot responses and adding extra functionality to cope with frequently asked customer questions, for example.  

These reports can help you understand where your chatbot is struggling to answer specific questions thanks to Q&A overlap, where it’s failing to answer typical questions due to missing recognition, or where gaps exist in your database that need to be addressed to deliver a rewarding customer experience. 

Getting feedback in its simplest form, via customer feedback post-interaction with your chatbot, for example, is a hugely valuable tool to help you improve and iterate on your chatbot’s functionality. Customers are able to deliver positive and negative feedback right after they’ve completed their interaction so you get fresh, real-time insights you can use to improve for next time. Having members of your team available to analyse this feedback is crucial to ensuring you can be as reactive as possible to customer feedback. 

Equally, pre-live chat surveys are an invaluable method of discovering why many of your customers are contacting you. It could be something as simple as accessing account information; something that might be a relatively quick fix and immediately relieve pressure on your customer service agents. 

The reverse of this scenario occurs when you use your customer contact data to uncover where your team is spending too much time. Are your customers constantly asking questions about billing, for example? In this instance, you might review your FAQ copy or use Gap Analysis to uncover instances where your chatbot could provide customers with the required information. 

You may find that some of your channels aren’t being used by customers particularly frequently. Underperforming channels may not be the result of a lack of desire for customers to interact with them; it may be to do with your navigation. Do these channels have obvious entry points? Are you pushing customers towards these channels? Or are your other channels just much more visible to customers?

What’s most powerful about all of this insight, is the intersection between the data you’re able to collect. Using a data-driven approach to making strategic decisions, you can create a living, breathing, three-dimensional personas rather than using single sets of data to try and extrapolate conclusions.

The Benefits Of Measurement

There are a host of benefits of using reports and metrics to measure the effectiveness of your chatbot interactions. 

  • Increasing customer satisfaction

Refining typical customer conversational flows to deliver answers to your most-asked chatbot questions improves customer experience, and with it, customer satisfaction. Conversational AI Cloud’s Feedback report allows you to find out what customers are saying and whether or not they’re getting satisfactory responses so you can take action. 

  • Reducing Contact Costs

Gap Analysis can quickly identify areas where unanswered queries are routed to your call centre, costing your team time, and money. From there, you can quickly fill in the blanks and create answers to the questions that are causing your team the most headaches.

  • Boosting Employee Productivity

The Project Manager Overview report in Conversational AI Cloud gives an overview of where your chatbot is delivering the most value. That means you can refocus your customer service agents on other areas, ensuring they’re delivering real value and boosting morale. 

  • Continuing Knowledge Growth

Ensuring you’re continually refining answers and adding knowledge to your chatbot is a vital element of improving its ROI and labour-saving abilities. Gap Analysis and FAQ reports will help you improve your chatbot’s breadth of knowledge and answer relevance.

Customer Success Story: Missguided

Missguided experienced rapid growth which meant its fledgling customer service team was quickly overwhelmed with queries. Partnering with CM.com to implement a chatbot resulted in a reduction in contact and costs of 14% and allowed the team to use the data gathered to inform their decision-making. ROI tracking was key to Missguided and the team invested heavily in data analysis and the introduction of other tools, such as Google Analytics, to complement the chatbot’s operation.

Read the full case study

Conversation AI Cloud’s Dashboards 

Conversational AI Cloud includes 20 ‘out-of-the-box’ dashboards that cover every aspect of customer chatbot interaction. Users can download these dashboards or create their own – we provide raw logging via our reporting API to help you do that.

These dashboards are broken down into two specific categories:

  • Optimisation Dashboards

Used for improving customer journeys via Gap Analysis, Answers, Recognition Analysis & Interaction Explorer.

  • Reporting Dashboards

To monitor project health (Monthly & Weekly report, KPI).

If you’d like to find out more about Conversational AI Cloud and how our chatbot dashboards can help prove and improve ROI, get in touch with one of our team and we’ll take you through the use cases and benefits of our all-in-one solution. 

Learn how to optimise customer service with the right metrics

Was this article interesting?
Share it!
Emily Jane Brown
Emily Jane Brown,
Senior Marketing Manager
logo linkedin icon

Is the Marketing Manager for the UK and Ireland at CM.com and mainly writes about the music and sports industry with a focus on attendee experience.

Latest articles

hero-17-sms-customer-service-templates-to-use-today
Nov 11, 2024 • Conversational AI

Turning shoppers into loyal fans: How to retain customers post-Black Friday

Black Friday is a huge shopping event, drawing crowds of eager shoppers hunting for deals. But after the frenzy fades, the real challenge begins: turning one-time shoppers into loyal, repeat customers. Customer retention is vital for long-term success and post-Black Friday is the perfect time to build lasting relationships. So, how can your business retain customers post-Black Friday? In this blog, we’ll explore how to make it happen.

blackfriday-2024-blog-featured-global
Oct 16, 2024 • Conversational AI

The art of simplicity: Helping your customers make quick decisions this Black Friday

Black Friday 2024 is just around the corner, bringing with it a great opportunity for retailers to maximise their sales. However, standing out in such a competitive event isn’t easy. Consumers expect attractive offers, fast deliveries, and top-notch customer support. In this article, we’ll show you how to simplify the purchasing process during Black Friday, optimising everything from promotions to logistics and 24/7 customer service. Discover the best strategies to ensure a seamless experience and increase customer loyalty. Don’t fall behind this Black Friday!

unlock-communication-excellence-with-cpaas
Jul 11, 2024 • CM.com

Unlock communication excellence with CPaaS

Diving deeper into CM.com's CPaaS approach is empowering business users to unlock Communication Excellence - a guest article by Quadrant Knowledge Solutions, a global advisory and consulting firm focused on helping clients in achieving business transformation goals with strategic business and growth advisory services.

engage-platform-effect-customer-service
May 10, 2024 • CM.com

Happy clients, happy agents: The "platform effect" in customer service

As a member of the customer service team, you stand on the front lines of customer interaction every day. In a world where customers demand quick and personalised service - long wait times, impersonal responses, or worse, incorrect answers, can quickly drive a customer away. Your goal, however, is to connect customers with your organisation and deliver the best answers and service possible. It’s incredibly satisfying to see a customer leave a conversation happier and eager to purchase your product. Your efforts can significantly enhance the customer experience, but you need the right tools to truly excel. Integrating these tools into a platform amplifies your capabilities and lets you experience the power of the platform effect.

blog-email-open-rates
Mar 27, 2024 • Conversational AI

Navigating AI Adoption in South Africa

In this ever evolving landscape, businesses that proactively invest in AI capabilities stand to gain a significant competitive edge in the years to come. By embracing AI as a strategic imperative and overcoming the hurdles to adoption, South African businesses can unlock new opportunities, drive innovation, and position themselves for success in the digital era.

Conversational AI Cloud web conversations blog woman chatting chatbot
Mar 11, 2024 • Chatbots

6 steps to MSP profitability with AI Chatbots

As the Managed Service Provider (MSP) landscape continues to evolve, staying ahead means embracing innovative solutions that not only enhance efficiency but also elevate customer service to new heights. Enter AI Chatbots from CM.com – a game-changing tool that can revolutionise how MSPs interact with clients. In this blog, we’ll provide you with a comprehensive roadmap consisting of six steps to boost profitability using AI Chatbots from CM.com.

digitalizacion-administracion-publica-y-educacion
Jan 12, 2024 • Customer Experience

Experience Elevation: Customer engagement tech trends 2024

As we approach 2024, the ever-evolving landscape of technology continues to shape how customers connect, consume and communicate with businesses. Forrester even predicts customer experience (CX) will improve for the first time in three years, meaning 2024 will be a pivotal year for engagement with every touchpoint becoming a make-or-break opportunity in the customer journey.

Education Technology
Nov 01, 2023 • Conversational AI

How AI Supercharges your Customer Service

Meeting customers' expectations remains the biggest challenge in service. Speed, convenience, and accurate responses are critical to achieving this. With the power of Generative AI, customer questions can be identified, categorised, and resolved more quickly. Plus, your organisation is continuously fed with data to improve the entire customer journey.

Acquisition and retention in marketing engage platform
Oct 25, 2023 • Conversational AI

Decoding the Struggles of Acquisition and Retention

In life, they say percentages don't matter, but in marketing, they are everything. The customer journey, spanning from acquisition to retention, is a path filled with potential incremental drop-offs at every touchpoint. A confusing experience here, an ill-timed communication there, and suddenly, your conversion rate is plummeting.

Is this region a better fit for you?
Go
close icon