Measuring Customer Service Performance - CRM KPI

CRM

CRM is a multifaceted process, mediated by a set of information technologies, it focuses on creating two-way exchanges with customers so that firms have an intimate knowledge of their needs, wants, and buying patterns. In this way, CRM helps companies understand, as well as anticipate, the needs of current and potential customers.

Principles Of Successful CRM

Goals of the CRM

Budget

Top Sponsorship (Walk the Talk, do not just Talk the Talk!)

Change Management & Communication

System Flexibility

Partners

People Performance Management

Line Management

 Profiling

People and Training Focus

Strategic Management

Commitment to Technological Support

KPI

Key Performance Indicators are quantifiable measurements.That will differ depending on the organization. As an example: A business may have one of its Key Performance Indicators the percentage of its income that comes from return customers.

KPI's performance measurement could be through:

The Reflection Of Organizational Goals

Must Be Quantifiable

KPI & CRM

Consider a Call Center operators who is largely unsupervised, sitting in a cubicle answering hundreds of calls a day. Even though the calls are occasionally monitored the vast majority of the time the operator knows that no one will be listening in. So what motivates the quick hang up? Because the operator knows that the monthly performance bonus is based on one thing and one thing only: how many calls are processed in a given shift? Whether the customer is actually satisfied or not is practically irrelevant. That only relevant factor is the number of calls “processed,” not whether or not those calls are effective.

A similar scenario takes place when the order comes down from the executive offices that no call should take longer than 13 minutes (or some other arbitrary number) to complete. The call center employees' performance bonus is based on clearing calls quickly and “efficiently.” That's all well and good until a major issue comes up that takes longer than 20 minutes and then, suddenly the previously helpful call center rep is doing everything possible to hustle the caller off of the line.

As long as Customer Service Performance KPI's are based on the quantifiable rather than the true level of satisfaction of the Customer, these scenarios will continue to frustrate the buying public.As for that KPI's could be more accurately reflect whether or not the Customer actually feels like that he have received a level of service that meets their needs.