Customer Analytics Meets Customer Service

Market Trends - May 14th, 2014 by Natalie Issa.

Many of our clients start using Woopra for their marketing and development teams, but they almost always expand to support. It’s just as important to take the same data-driven approach to customer support as you do with marketing and development. Customer support is where the majority of your customer interactions happen, so monitoring performance is the best way to ensure you’re providing a great level of service to your customers.

Below, we’re taking a look at several ways you can leverage your customer analytics to improve your customer service.

Follow the Customer Journey

One of the biggest differences between customer analytics and traditional web analytics is the ability to see individuals and their activity on your website and/or app. This functionality is hugely helpful to support and service reps as it allows them to follow the customer’s journey and quickly spot errors or other problem areas.

To do this with Woopra, you can either add your support reps as agents or, if you use Zendesk, simply install the integration we launched with them last month.

Woopra Zendesk App

Keep an Eye on Ticket Metrics

The best way to really make use of your customer analytics for customer service is to track your help desk events in your analytics platform. To do this, just use your help desk service’s WebHooks to import events like “new ticket” and “ticket solved” to your customer analytics platform.

Question about how to do this? Email us at support@woopra.com.

Once you’ve done this, you can start by getting reports on how many new tickets have been created, how many have be solved, and more. More importantly, you’ll be able to segment these reports.

For example, the report below shows us the number of new tickets created in the last month by trial customers.

Tickets Created by Trial Users

Track At-Risk Customers

Now that you have your help desk events in your customer analytics platform, you can use them to help you spot at-risk customers.

For example, you may want to get a list of all the Enterprise accounts who have submitted more than 5 tickets in the last week. Your support reps might want to give these accounts a little extra love!

Cat Love Gif

Measure Ticket Funnels

Resolution time is one of the most important customer support metrics. With customer analytics, you can track and measure your ticket resolution funnel to see how long it takes between steps and at which points you may have friction.

For example, the Funnel Analytics report below shows us how long it takes for a “new ticket” to become an “open ticket” (i.e. picked up by the support agent), and then how long it takes for an “open ticket” to become a “solved ticked”.

Ticket Resolution Funnel

Monitor Post-Ticket User Retention

When users have a problem with your product, you of course worry that you will lose them as a customer. One good way to measure how satisfied users are with your support and resolution is to look at how well you retain customers after a ticket has been resolved.

In the Retention Report below, we’ve set our “Initial” goal to “Solved Ticket” and our “Then” goal to “Web View” to indicate that the user has used the application.

Retention App Usage After Ticket

We can see that 7 weeks after a ticket is solved, about 31% of users return and use the app. We can also look at the cohorts (bottom portion of the report) to see how our user satisfaction improves over time – if more users start returning, then we know we’re on the right track.

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