1. Customer Service KPIs
KPI Working Group Meeting
Wednesday 21st
Sept 2016
Presented by:
Chikodi Onyemerela
Partnerships Manager
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2. Customer Service………..defined
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3. This Customer Service!
“ there is only one valid definition of business purpose: to create a
customer” – Peter Drucker, 1954
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4. Many Metrics
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5. Straight to the point
Customer Service Metrics: (these helps in customers’ segmentation)
• Customer Acquisition metrics
• Customer satisfaction
• Customer retention: the rate of customer retained to the number at risk of loss to competitors
• Average retention cost: the ratio of retention spending divided by the number of customers
retained
• Customer loyalty
• Customer referral
• Recency : the length of time since a customer last purchase
• Customer Life Time Value: the present value of the future cash flow attributed to the
customer during their relationship with the organisation
• Share of wallet: the percentage that the organisation has of the customer’s total purchase
• Customer profit: the difference between the revenue earned from the customer and the cost
associated with maintaining the customer during a specified period of time
• Willingness to recommend (WTR)
• Net Promoter Score (NPS)
• Word of Mouth/Word of Mousewww.britishcouncil.org 5

6. Which implies!
• Get customers
• Look after them
• Satisfy their needs
• Keep them
** if you do a good job they might help you with referrals
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7. Transactional opportunity as opposed to
Relational
“ retention and loyalty doesn’t happen by accident it requires
relationship management and retention strategy”
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8. Customer Segmentation……..defined!
….Customer Segmentation is essentially the categorisation of our
customer base into clearly defined, semi-ficticious buyer
personas.
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9. Customer persona
Each of these unique persona profile represents varied demographics
and socio-economic background, having particular set of goals,
challenges and motivations that are unique to them, and react to
certain kinds of content in different ways
The key is to create as many unique buyer personas as necessary to
categorise all of the various elements of our customer base
After creating a targeted set of buyer personas we will be able to
personalise our content to ensure it really resonates with the intended
audience. Customer personas don’t just help us to effectively market
to our typical customer base – they help us expand to new customers.
Do we set KPI for customer profiling based on the categorisation
above and content that resonate with each categorisation?
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10. Standing out from the crowd
Unlike in the pre-digital age when competing for advertising space
was the biggest concerns for marketers, in 2016 it’s all about
competing for Attention.
It is estimated that more than two million new blog posts are
published to the web every single day. That’s before you take into
account all of the webinars, podcasts, infographics and various
other forms of content that are uploaded by brands and individuals
With this in mind, it’s clear that we need to do everything we can to
standout from the crowd.
Do we therefore set KPIs for our Digital Platform: ie Facebook,
Snaptchat, instagram, etc
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11. The conversion funnel
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The Conversion funnel is the journey a user takes on the way to becoming
a customer
Customers can enter the funnel at any stage of the funnel, but the aim of
every of our csutomer contact channel should be to nurture that
opportunity and push that individual customer further along the
Conversion/Sales funnel. Do we need a KPI here to encourage and
facilitate this journey?

12. Marketing Funnel
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13. My Customer Insight Project
“We are all going to be thinking and sharing ideas about what you
can do to resolve customers' issues and complaints in order to
rebuild trust with them.
We will be focusing on how to use customer insight data,
including that from our Customer Effort Assessment survey
results, to understand what causes problems for customers” -
TitleCSW 2016Titehttps://
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Title
Gender

14. My Customer Insight Project……cont.
https://www.formstack.com/admin/submission/report/5336452
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Age
Type of
Enquiry
Quality of
Service
BC Location

15. Few Models
Service Core:
• Assurance,
• Responsiveness,
• Reliability,
• Empathy; and
• Tangibles
These needs KPI and measuring
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16. Few Models…cont.
Loyalty Ladder
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17. Few Models
Net Promoter Score: introduced by Fred Reichheld in 2003, it measures the loyalty that exists
between a provider and customer based on customer answering the question:
“how likely are you to refer us to friends or colleague?”
Promoters (9-10) – enthusiastic customers who will fuel growth with repeat and referral business.
Passive (7-8) – current customers susceptible to competitor offerings and thus have neutral brand
impact.
Detractors (0-6) – customers who voiced dissatisfaction and harm the brand
NPS can be as low as -100 (everybody is a detractor) or as high as +100 (everybody is a Promoter).
An NPS that is positive (ie Higher than zero ) is felt to be good, and NPS of +50 is Excellent
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18. Relationship Management
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19. Real truth about Loyalty
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20. Few Models
Average Customer life time value: this is the amount a customer
spends on average over a period of years. Anything we can do to
boost a customer life time value helps the bottom line. Customer
life time value is a prediction of the net profit attributed to the entire
future relationship with a customer.
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21. Few Models…cont.
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22. The total product concept…cont.
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23. Thank you
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