When it comes to tracking customer service success, many companies have been looking past the metrics that truly matter. While they may monitor on-time deliveries, email response times, and other numbers, these metrics don’t provide any information on how customers feel about your business. Customer success revolves around the customer’s experience, and HubSpot Service Hub helps you track the metrics that really matter for gauging overall customer delight.
1. Customer Retention Rate
Customer retention refers to your company’s ability to keep customers over a period of time. It tells you if your customers are seeing value in your product or service. The rate is impacted by how many new customers you get as well as how many existing customers leave over a set period. You can calculate customer retention rate by picking a time period and then:
- Subtracting the number of new customers you got during that period from the total number of customers at the end of the period = A
- Multiplying the number of customers at the start of the period by 100 = B
- Dividing A by B
2. Meeting Customer Needs
Meeting customer needs means offering a variety of ways for people to get needed assistance and information, along with a range of communication channels. HubSpot Service Hub provides multiple methods for meeting customer needs while keeping track of your methods’ success.
Knowledge Base: The HubSpot Service Hub knowledge base provides DIY support for your customers. Stock it with useful articles, FAQs and other info customers are constantly seeking. Organize it into categories, make it searchable and gauge its success by tracking how frequently people use it, and for what.
Help Tickets: HubSpot help desk and ticketing software lets you log, organize and track all customer help requests in a single location. Track employee response times, ticket volume and other support metrics to see where you may need to improve.
Multiple Communication Channels: Different customers prefer different methods of communication, and HubSpot Service Hub offers a multitude of options.
- Phone calls, which can be placed and recorded from your browser, with calls automatically logged into the HubSpot CRM
- Live chat, with this HubSpot messages tool providing real-time communication with site visitors, routing chats to designated employees and syncing conversations inside HubSpot
3. Free-to-Paid Conversions
Companies with free trial offers can look at free-to-paid conversions to get a feel for how pleased people are with their products or services. Here you can calculate the percentage of new free-to-paid conversions by dividing the total number of free trials started by the number that converted into paying customers. Upgrading to a paid account is a surefire indicator that the person finds value in what you offer.
4. Customer Feedback
Tracking customer feedback is essential to get a read on what customers are saying about you and the service you provide. It also provides a way to find out what they like, what they don’t like, and any suggestions they may have to help customers across the board.
HubSpot Service Hub comes with feedback tools that let you send surveys to customers through chat, email and other channels. As survey results come in, HubSpot keeps track of it all in a central dashboard. Your survey data can then be organized, visualized and analyzed to see where customers think you’re excelling and where you could improve.
5. Loyalty or Net Promoter Score
Customer loyalty is a prime measurement you can track with the net promoter score (NPS). The net promotor score can be determined by the response to a single question, with the response given on a scale of 1 to 10.
How likely are you to recommend our company (or product or service)?
- Promoters respond with a 9 or 10, likely to refer you
- Passives provide a 7 or 8, neutral about referring you
- Detractors give you a 6 or less, not likely to refer you
Calculate your NPS by subtracting the percentage of detractors from the percentage of promoters. If you surveyed 10 people, for instance, and six were promoters while one was a detractor, your NPS would be:
- 60 percent – 10 percent = 50 percent NPS
Regularly checking in on your NPS lets you see if customer loyalty is increasing or decreasing over time. It also lets you take action to transform detractors and passives into promoters.
With the ability to check in on customer retention, meeting customer needs, free-to-paid conversions, customer feedback and loyalty, HubSpot Service Hub arms you with the metrics you need to gauge – and produce – long-term customer delight. Want help with HubSpot Service Hub or other HubSpot tools? Contact Lynton Web today.