If you offer any live chat system, you take customer interaction very seriously. However, beyond that, you also want to understand the customer experience because it helps you refine your strategy to continuously deliver value.
However, it’s better to have actionable insights to do this properly. How do you get these? That’s whereLive ChatIndicators enter the equation.
The idea is to use them as performance indicators, adjust when necessary, and keep doing what you do well.
Importance of Tracking Live Chat Metrics
In any business, there are a series of numbers that help you understand the situation you are in. This does not necessarily represent an accounting whatsapp and digital marketing perspective, as other basic data are related to other areas, such asCustomer Retention Rate, which could translate into revenue that the business could earn.
Many of these metrics fall under the umbrella of customer engagement, and determining how to measure this is key to top-notch customer service.
Key Metrics to Track
Chat volume
As the name suggests, this refers to the number of chats that filter in. This is a metric that is usually measured over a set time frame. For example, you can look at content for the day, week, month, or more.
Note that it’s not just about the number of chats handled. If chats are missed for any reason, including the customer being unable to cope with the wait time, these are still taken into account.
But be aware that there are better standalone metrics for tracking the success or failure of live chat. You have to consider it alongside other data points to get a complete picture.
Number of daily chats
This was briefly mentioned above. You may do things the simplest way have a system that provides summary totals, but you want to see things at a more granular level.
Here, you can use the Daily Chat Volume metric to understand how many conversations your team handles each day during the work week.
You might want to understand your daily performance, or you might want to understand your chat activity peaks and what days to expect.
Successful chat conversation
Likewise, depending on how your business rates this, successful chat conversations may also factor into how customers rate the interaction.
Missed chats
It’s no secret that customer service teams can’t reach every customer who reaches out. The actions taken in terms of engagement have to be so minimal compared to the number of representatives that nothing is missed.
Of course, this isn’t optimal because it means customers won’t engage with your product or service to the degree they’d like.
Waiting time
This is also pretty self-explanatory. It takes into account the amount of time a page visitor waits before a customer service representative interacts with that person.Measuring this customer service KPI has two advantages. First, it gives you insight into how well your team is handling traffic.
Next, many businesses use this metric to let customers know how long they might have to wait for a representative to contact them.
Response time
This is sometimes confused with the wait time metric. The best way to look at it is that wait time is based on initial response time. In other words, after a customer initiates a request via live chat, how long does it take for a representative to accept and send the first message?
Response time, on the other hand, depends on the conversation that follows. If a customer sends a message, you will assess how long it takes your team material data members to respond to that message.
You have to be careful how you use this metric, though. Sometimes customer service management puts too much emphasis on numbers, causing teams to focus more on the numbers than on the actual quality of the service.
Number of messages per chat
It is difficult to assess service quality and team capabilities using this metric alone.
As the name suggests, this is a measure of the number of messages that may be sent during a chat.
For example, let’s say your customer service team only offers support in English. Maybe there’s a customer whose native language is not English, which results in more clarification than usual on both ends. On the other hand, you have a customer who speaks English very well.