LiveChat for Managers: Measure your Customer Service ROI
We all know customer service is the core of a successful business. 24/7 support, talking with customers the moment they need it, and on the channels they most prefer. Happy customers come back to buy more products and recommend you to their friends.
But if there's one question bothering a customer service manager, it’s probably this: what is the actual impact of customer service on our business revenue? To indulge your curiosity, I will describe LiveChat’s powerful tools that allow you to measure your customer service results.
Start with the main dashboard to monitor team’s performance
When you log in to the application, you see the main dashboard, which is known as LiveChat Home. It’s a place where you keep an eye on the most important metrics. We hope you feel comfortable there. It displays how many chats your agents are handling at the moment and if you’re on the top of your sales and support goals (more about it below).
LiveChat Home is always available after you click a Home image in the menu. Besides monitoring the metrics on a daily basis without stressing too much about them, there are situations where it’s a go-to place for you to take a proper action – especially if you have a software company. Let’s say this incredible promotion takes place on your website and a lot of customers are coming with questions on chat. Or a worse scenario, you have a system breakdown - assuming you have a software company, it happens sometimes.
LiveChat Home shows you in real time how many ongoing chats there are, and if it’s a significant number compared to what you have everyday, you can take proper steps, like inviting other teammates to help on chat. There are probably a lot of situations like that, so on a daily basis, without stressing too much, you just monitor chats, and the sales - seeing the immediate impact of LiveChat on your business.
Set up goals in your app to know what you aim for
You probably have goals or assumptions regarding how much money a company should make. Part of getting there is knowing which channels help to sell your products.
You can set up goals inside the LiveChat app to measure how many chats ended up with the desired effect. One thing is that goals motivate the team to achieve them, but they mainly allow to analyze which conversations with customers lead to a sale. Chats that were well received and helped to sell a product are always a good case study to learn from.
What goals can you set up? Whatever you want to measure, for example closing a sale, or sign ups for your newsletter.
One of our customers, a university, set up a goal for candidates finishing their online application. Employees from a university simply guided candidates through a long and difficult process of filling out an application right from LiveChat. After some time, they noticed that the number of finished applications increased. Before, without someone guiding them through, they just gave up during the process.
So, what do you want to measure with LiveChat? Here’s a detailed guide of setting up goals in the app.
After you set up goals, you can check the “achieved goals” report that shows you how many chats ended with a purchase, signup, or any other goal you pre-set. The report is a direct representation of the effectiveness of your chat. It looks like this:
Use Sales Tracker to monitor the value of your chats
Telemarketers finish a phone call knowing whether they made a sale or not. You and your agents should know it too. Lucky for you, you can have that information in your app without breaking a sweat (besides that one right before closing a sale).
You can use Sales Tracker to see which chats, agents and products have the biggest impact on your revenue. This feature is an advanced version of goals.
How does tracking sales look like?
You will need to pick a tracking method – the way Sales Tracker will attribute chats with sales. There are three to choose from:
- Static: Each registered purchase is worth the same. This works well if you’re selling a single product or if you want to set separate trackers for different products. No matter the purchase value, the chat will be credited the same, set amount every time.
- Dynamic: The order value is captured from your website code whenever a customer makes a purchase. This works well when implemented in your ecommerce cart. Every time a customer finalizes a purchase, the tracker will grab information like order value on the fly.
- Non-monetary: Choose this tracking method if you don’t want to assign any specific value to a chat, but you still want to tie the purchase property to the conversation. This can be useful for calculating conversion levels.
Here’s a short guide on how Sales Tracker works in practice and how to set it up. Take a look! Clear numbers are the best proof of a tool that is working.
Use API to create custom reports and make those in charge happy
If you have to show a person in charge that LiveChat brings you revenue, or… you are that person yourself, I encourage you to use our API.
We talked about reports in one of our previous posts for Managers. But there’s one thing checking advanced reports in the app, and that’s great. But sometimes you want even more detailed reports that are cut tailored to your needs.
By pulling LiveChat data using our Rest API you can create custom reports. The API is fully documented, which makes it easy to implement. You simply create a request and save the results to a file that can be later on interpreted using Excel.
For example, more information about your order ID, order description, price or currency. These additional information can be added to the goal via API. Read a short guide here or check out the post on getting more out of your LiveChat with API calls and Postman.
Measure your customer service ROI
Measuring your customer service has a lot of benefits. Motivating agents to provide even better support and watching the impact of their work on sales. Knowing which conversations end up with a sale, on what websites and in what currency, gives you a look into your customer type and helps you target your marketing better. Also, agents can look up to conversations that worked – it’s always useful to have those examples.
And what’s the most important thing from a manager’s perspective: measuring your customer service gives you a clear look into the goals your team reached and the exact number of sales that happened thanks to LiveChat. And that is a great point of reference for your further customer service and sales strategy. Good luck!
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