You can use conversation statistics to analyze the effectiveness of your support team. Check report of a whole department or any operator individually.
It is made to optimize work of your support service: change working hours, hire more operators, etc. In order to move on, lets define basic concepts and check how do events work. Conversation statistics is available in analytics section.
Initiated conversation is a conversation which was initiated by lead when he contacted you via chat or replied to auto message.
Conversation is considered as closed when operator solved lead's issue and clicked on "close conversation". After conversation is closed there is a timeout which can be set for your convenience. If a lead did not contact you again then the conversation is considered as solved. In case when a lead contacts you before the timeout expires, this conversation will be opened again. If this lead will contact you after expiration of the timeout- new conversation will be created.
Unanswered conversation is a conversation that no operator answered to. If operator replied in a conversation and then stopped doing it, such conversation will not be considered as unanswered, but it will be shown in the list of open conversations.
Conversation is considered as missed when operator replied to a lead but he never read this reply.
Let's see what metrics baced on these events can tell us.
You can check whole team statistics for a certain period or evaluate work of any particular operator. Since support is a team work we would recommend you to begin with general statistics and then move to individual.
We would also advise you to pay attention to the following metrics while analyzing the support service.
- Open and closed conversations
Number of open conversations
In some kind of sense increasing number of conversations is good for you. It means that feedback forms are working, leads are interested in conversations and ready to solve issues instead of just leaving.
On the other hand, this increasing number of conversations means that leads face some difficulties. Listen to what they say, what they ask and complain about. By solving these issues you will make your further clients happier and facilitate the work of the support team.
Furthermore, you can see amount of open conversations sorted by days, so you could highlight days with maximum and minimum load.
Number of leads who opened conversations
Every lead can open unlimited amount of conversations (one for each issue is perfect). Therefore the amount of opened conversations will always be bigger than the amount of leads. Estimate the ratio of one and the other. If you see that there are 50 conversations but only 2 leads, pay your attention to this. Check whether such talkative leads can be bots and what questions do they ask. If someone contacts your support team just because he is bored think about how to protect support service from his messages (hiding chat for this particular lead will help).
Number of closed conversations
This metric will show how many conversations can be handled by your support team. This number should tend to the amount of open conversations. If the gap between these two numbers is big, you'll have to optimize the work of your team. Our metrics will help you to find out the right way for your optimization (we will tell you about it later).
There is also an opportunity to check the amount of closed conversations sorted by days.
Number of leads with closed conversations
This number shows how many leads are now happy with their solved issues. If this number is quite different from the general amount of closed conversations you should pay your attention to this case. In addition to options which were mentioned above, leads often initiate a lot of conversations when operator closes conversations which are not solved yet. On the other hand, the once who ask a lot of questions may be the most loyal since they decided to thoroughly understand the product. Anyway, you should check what is happening.
- Performance metrics
You can check the workload of your support team by hours. It will help you to allocate work of operators in the rightest way.
Nowadays speed of operator's response is not considered as advantage. It is a must. Leads got used to speed of communication, so they are not ready to wait for operator's reply for too long.
Do not rush to ask your support team to close all conversations within 12 hours. Remember that the balance between response rate and quality of support service is very fragile.
Amount of conversation responses
Try to solve lead's issue with fewer steps (if it is possible).
Unanswered and missed conversations
If workload of your support team is too big it may cause unanswered and missed conversations. If you see that these indicators are growing then it is alarming sign.
The conversation is considered as missed if operator's respond was newer read by lead. In other words, operator's job was done but it no longer makes sense. By increasing the response speed you can reduce the amount of missed conversations.
We do our best to provide operator's respond to the lead. If lead is contacting your support team via chat on a website and somehow he didn't see the operator's respond, it will be duplicated to lead's email. The conversation will be considered as missed if the lead won't read an email. You can check the statistics of missed conversations by any particular date, week, etc.
Unanswered conversations are the ones without operator's respond. That's not supposed to be.
- Operator's individual metrics
Without metrics it is hard to find out the one in your support team who could work much better. You can intuitively guess who is the best support agent. Have you ever wondered what makes him so successful? Measuring activity of each operator will help you to identify your best agents and help others to work better.
The response time shows how much effort each operator puts to solve lead's issue in conversation. Ask yourself: "Who solves issues most effectively?"
The amount of active and closed conversations will tell you about the work which was done by any particular operator. Pay your attention to whether operator handles with the amount of assigned conversations. Can he manage with all conversations easily or some of them become missed?
The amount of unanswered and missed conversations indicates that operator has some problems. Most possibly he can't manage the workload. Think about improving his effectiveness.
Analysis which is based on numbers is important in any case. With conversation statistics you can analyze the performance of your support service and each operator individually. This knowledge can improve work of whole service and make your leads even more happier, so they will thank you with higher LTV.