For many B2C brands, prioritizing digital customer service is a relatively new strategy. Customer service teams across industries are experimenting with different channels including messaging, email, live chat, and web forms. They’re starting to add bots and AI into the mix, and they’re trying to weave these tools together so that they are most effective when it comes to delivering a great customer experience, while also adhering to budgetary requirements.
So when it comes to measuring the impact and results of these different customer service channels, there’s a lot to consider. Customer satisfaction is massively important, but there are also other factors like response and resolution times, agent productivity, and efficacy of automation that should be taken into account.
HPI Provides Visibility Into Meaningful Metrics
Support teams should have clear visibility into how their channels are stacking up with these considerations in mind— which is precisely why we anonymized and aggregated data from over eight million tickets to surface insights that would help brands evaluate where they fall on the digital support spectrum. We’ve compiled this data and associated insights into the newly released Helpshift Performance Index (HPI).
Here are some of our key takeaways (you can download the full report here):
- Brands see higher customer satisfaction ratings for asynchronous messaging-based conversations as opposed to live chat, email or web-form based communication. This reflects an improved customer experience, especially when taking into account lower CSAT for email tickets as opposed to messaging tickets. Within messaging, top performers stand out as the only subset achieving greater than 4.5 star ratings.
Brands that automate customer service operations (>50 percent automation) maintain high CSAT, while also making their operations more efficient. Additionally, brands that use self-service tools in tandem, such as easy-to-search FAQs, Answer Bot (a bot that suggests relevant knowledge articles), and automated workflows powered by bots, achieve the strongest KPIs.
- Bots significantly reduce the number of average agent-sent messages per interaction within live chat and asynchronous messaging. When bots are used, the initial response time is almost immediate, but the time to resolution is also majorly reduced. This indicates that agents are able to work on more issues within a given period of time signaling an increase in productivity.
The Helpshift Performance Index is a complete benchmark report that includes metrics on CSAT, Time to Resolve, Time to First Response, and levels of automation across digital channels. The report also includes trends and examines what top performers do differently.