Customer support plays a critical role in the customer retention process, as 71 percent of customers leave a company after a bad customer service experience, reports KISSmetrics. Creating a quality customer experience, tracking customer satisfaction KPIs and understanding what customers need are essential parts of this improvement.

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Improving
Customer Retention
Through Customer
Support
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Improving
Customer Retention
Through
Customer Support
Customer acquisition captures plenty of attention, but customer retention
provides you with higher revenues and a chance to create brand evangelists. The
typical customer is worth up to 10 times his original purchase price and has up to
a 70 percent chance of converting on subsequent offers, according to Help Scout.
When you look at a typical conversion ratio, the loyal customer looks better and
better.
Customer support plays a critical role in the customer retention process, as 71
percent of customers leave a company after a bad customer service experience,
reports KISSmetrics. Creating a quality customer experience, tracking customer
satisfaction KPIs and understanding what customers need are essential parts of
this improvement.
Essential Customer Satisfaction KPIs
You need well-defined customer satisfaction KPIs in order to identify areas where
you can improve the customer experience. Your first contact resolution rate is a

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particularly important metric, as customers want to get their questions handled
quickly. If they have to call back several times, or go through multiple transfers,
they become frustrated. Ensure agents know answers to common questions,
have extensive knowledge of your products and services and know the process
for escalation.
Your average resolution times are another important metric, as you track how
long it takes to handle a normal inquiry. Track the time and number of total
contacts to get a view of how efficiently your customer support handles customer
issues and concerns. If it takes a significant amount of time for resolution,
consider changing training materials or switching customer support scripts.
What customer support channels are people using? Do you get a significant
amount of customer contact through social media, or do customers prefer real-
time channels such as live chat and phone support? How many customers are
using self-service support options, such as a FAQ or knowledgebase? Get insight
into your customers’ preferred channels so you allocate resources appropriately.
How easy was it to reach a support representative? If customers wait on hold
for hours on phone support, don’t hear anything through social media and get
a response email a week later, they’re going to be less than impressed. Look
into customer support solutions and appropriate levels of staffing to minimize
problems with agent accessibility.
Gather customer feedback to find out what customers expected out of their
support experience, any areas they felt were lacking and what it would take to go
above and beyond just meeting their needs. Exceeding expectations consistently

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separates good customer service from great customer service.
Leverage Automation for Customer Needs
Automation handles several essential functions for customer support. One of the
best customer support automation examples revolves around triggered live chat
contacts based on customer actions. A customer spending a long time getting
through the registration and checkout process may have questions about pricing,
may not understand how checkout works or may want to confirm payment
goes through a secure server before purchasing. Automation also helps social
media support agents reach out to customers when they mention the company
name or specific keywords and hashtags. A quality customer service experience
makes the difference between a one-off customer and someone who sticks with
your company for a long time. Loyal customers create a foundation for growth,
improve your reputation online and position your company as a business that
cares about the customer experience.