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Customer Service is an ever-expanding opportunity for growth and enhancement. As competition increases, often the difference between two similar products is simply brand loyalty. Identifying methods to improve a customer's experience can be the dividing line between a lost consumer and a customer for life.
However, identifying the proper metrics and key performance indicators (KPIs) is not always intuitive when implementing the Microsoft Dynamics 365 Customer Service module. Often our clients ask, "Where do we start?" or "What do other companies do?" when starting this process. It is important to initially develop a set of baseline metrics, so that as the Customer Service needs mature the organization has a quantifiable grasp on the workstreams in place.
Here are some common baseline KPIs used in Customer Service implementations, along with brief explanations as to how they can impact your organization.
Case Durations calculates the total time it took to resolve a case from inception to completion. This can provide insight into the various complex case types and expose opportunities for training.
Note: A custom entity is often used in conjunction with a plugin to write this data to the entity. Additional reporting tools are likely required to display the results in legible format.
Average Case Handle Time (ACHT)
This measures the median time a case was open until it was resolved. This metric provides a comparative result that can be tracked over time. ACHT can be useful for quick analysis, however lengthy scenarios where the organization is waiting on customers and/or 3rd parties can skew this metric.
Note: Calculating and displaying this metric relies on the use of the Case Duration metric and requires additional reporting services like Power BI or SSRS.
Case Volume by Inquiry Type
This is a simple summation of all cases within a specific period, sorted by Inquiry Type. This will aid in identifying when drastic changes in customer inquiries. This is often helpful at a macro level, allowing leadership to obtain a bird's eye view of service activity. Reporting on inquiry types that permeate across lines of business help to uncover operational issues when transitioning a case.
Case Count by Status
Measures the various states in which cases reside in real-time. Understanding Case Status counts will aid in determining CER workload, defining capacity and anticipating volume.
Case Count by Origin
Calculates the total number of cases over time by the method of input. This KPI reflects the various ways that customers are interacting with an organization. Examining this metric should provide awareness into the customer's preferred methods of interaction, ability to adjust talent allocation and identify opportunities to automate.
Case Count by Status Reasons
Provides a detailed description of what is currently occurring with a case, aside from simply Active, Resolved or Canceled. Summarizing this data allows for a comprehensive assessment of the overall workload for an organization and offers forecasting opportunities.
Measuring these aspects of your Customer Service center offers an opportunity to obtain normal baseline parameters within your organization. The diagram below indicates the iterative analysis process involved in developing KPIs. Once a baseline has been established, areas for operational improvement should readily present themselves. After the initial set of KPIs are established, the service center should be prepared to move onto more complex KPIs and to perhaps begin to track Service Level Agreements (SLAs).
You can learn more about Dynamics 365 for Customer Service here!
Happy Dynamics 365'ing!