A guide to making the most of your customer support data

All posts
December 3, 2019

customer data analysis

It’s easy to let data take a back seat in your business. Your to-do list keeps piling up, customers need to be replied to and it’s a struggle to keep up with the actual work.

But no matter how much you’ve got going on, data collection deserves to be a top goal for your business. With insightful analytics, your business is in the best position to see where you’re thriving and identify roadblocks to success.

One area you should monitor closely is your customer support data. The way you solve your customers’ problems shapes the overall impression your customers have of your company – and dictates whether they stick around and tell their friends, or whether they leave with a scathing review. Without good data, you can’t be entirely sure how you’re doing.

But what customer support data should you be collecting? And how can you put this data to good use?

Let’s dive into the customer data best practices worth following.

Collect the right customer support data

1. Help desk data

Choosing a good help desk tool is essential if you want to stay on top of customer interactions across all channels, including email, phone, live chat and social.

No matter the help desk tool you choose, you should be paying attention to certain customer data in the analytics dashboard:

  • Number of tickets
  • Ticket resolution time
  • Ticket resolution per support agent
  • Open tickets per agent
  • Tickets backlog

With this data, you can understand how effectively your customer support agents are managing tickets.

Trends to look for in your help desk data:

  • An uneven distribution in the number of tickets assigned or resolved per agent
  • Agents who take less or more time to resolve tickets than average
  • Agents with more or less open tickets than average
  • A ticket backlog across the team or for specific agents
  • Issues with tickets, such as slow resolution time, from certain channels

2. CRM data

Your customer relationship management tool (CRM) also provides key data into how your customer support team is performing and how happy your customers are.

Remember to look at your customer support data in the wider context of your company reporting – this includes metrics like churn (leaving customers) and customer value. After all, your customers are the reason your business exists and makes money, so it’s paramount that they are happy!

Pay attention to this data in your CRM:

  • Date that the customer was last contacted
  • Number of interactions per customer
  • Time in pipeline stages (from onboarding to live), if applicable
  • Lifetime customer value
  • Customer retention rate
  • Churn rate
  • Upgrade rate

Trends to look for in your CRM data:

  • How long customers spend in each stage of your onboarding pipeline
  • How frequently your customers interact with account managers
  • If customers are upgrading or churning and how these rates change over time
  • How your average lifetime customer value changes over time

3. Customer satisfaction metrics

It’s also valuable to measure at least one of the following customer satisfaction metrics using a tool like Wootric: NPS, CSAT and CES. Here’s what they measure and how:

  • NPS, or Net Promoter Score, measures overall customer happiness by asking: “On a scale of 0 to 10, how likely are you to recommend us to a friend or colleague?”

  • CSAT, or Customer Satisfaction Score, measures how satisfied your customers are with specific interactions, like a phone call or live chat conversation, on a rating scale.

  • CES, or Customer Effort Score, is also about specific interactions. A CES survey asks the customer: “How much effort did you have to expend to handle your request?” and is scored on a numeric scale.

Many businesses get best results from sending NPS surveys to all customers and either CSAT or CES to those who reach out to support.

You can use automation to instantly ask for NPS at set intervals in your customer’s journey, such as 10 days after purchase and every six months after that.

For CSAT and CES, it’s super effective to trigger one or the other surveys after a customer interacts with your customer support.

Make sure to keep an eye on rising and falling NPS, CSAT and CES data trends – they provide a clear indication of how your customer support is performing.


What to do with your customer support data

Create automation workflows

Once you’re collecting valuable customer support data, one of the most powerful ways to put it to use is with automation.

With CRMs like HubSpot and automation software like ActiveCampaign, it’s easy to create action-based automation workflows. These could trigger actions such as:

  • New tasks for team members
  • Internal notifications
  • Emails to customers

When you notice negative trends in your customer support data – such as if your churn rate has increased, or satisfaction among one agent’s customers has dropped – you can use automation to trigger notifications to the relevant people. This could be the support agent, customer team lead or management.

Of course, the reverse also applies – if positive data is rising, use automation to make sure you notice it and celebrate it.


Visualize your support data on reporting dashboards

Collecting customer support data doesn’t mean much if you don’t have a way to visualize it. Most help desk tools and CRMs allow you to create dashboards that show the data that matters in a meaningful way, so make sure you’re using them.

Check that your full team has access to your dashboards – especially your customer agents – so everyone knows how your business is performing. This also helps your team to be accountable and understand how their role contributes.


Sync your customer support data with other tools

One of the most common problems with customer support data is that it becomes siloed. Data silos happen when one team’s data becomes isolated from other departments in an organization. For instance, your marketing team might be unsure if they’re attracting the right leads, as they don’t have easy access to customer insights.

Two-way data syncing between all of your apps resolves data silos by creating a 360° view of your customers. It’s easier than you might think to set it up, too.

Here are five ideas for customer data syncs:

  • Update the contact record in your CRM when a ticket is created in your help desk
  • Enrich your customer support software with data insights from your CRM
  • Update customer contact details such as phone number or email when they change in one app
  • Change account manager in one tool based on actions in another tool
  • Pass customer data to a specific tool or mailing list if they meet certain criteria, like NPS score or location

By using PieSync, your data is instantly synced across your business tools in the right way for you. Everyone in your organization can then see the latest customer information, no matter what tool they’re looking at. Your reports instantly become more accurate, too.

To connect your customer data between your apps, try PieSync for free.

About Lucy Fuggle

Lucy Fuggle writes for PieSync, the two-way contact sync tool for hundreds of apps. She also works with her clients to make their brand matter with a content-rich marketing strategy.