17 Customer Support Metrics Your Team Should Be Measuring [+ How to Calculate Them]

Ryan Baum
Ryan Baum
Last updated on 
May 18, 2022
17 Customer Support Metrics Your Team Should Be Measuring [+ How to Calculate Them]
Review our most recommended customer support metrics to make sure your support team is healthy and improving.

Track these customer support metrics, improve them, and watch your customer loyalty rise.

When you keep an eye on your customer support metrics, you can make sure that your brand is delivering stand-out customer support. This makes your customers feel valued and increases the likelihood of them buying from you again. 

But customer service is complicated. 

You might have dozens of support tickets streaming in each day, or potentially every hour.

In this post, we dive into why it’s important to track customer service, present customer support metrics you should measure, and offer strategic advice on raising your overall support quality.

Table of Contents

Why should ecommerce businesses track customer service metrics?

When it comes to ecommerce tracking, your mind probably doesn’t go to customer support first. You might think of tracking inventory, orders, and marketing campaigns. 

But, your customer support should be accurately measured too. Here’s why:

Customer support impacts revenue

90% of American consumers say that customer service is a deciding factor in whether or not they will do business with a company. Potential customers might ask a question about delivery or the product. If they’re not satisfied with the support experience (if it’s too slow, or the customer service representative is rude), there’s a good chance they won’t buy from you — ever. 

Because existing customers are your biggest spenders, it only takes a 5% boost in customer retention to increase your profits by 25% to 95%. Loyal customers will purchase again and again. But if your customer support fails to impress, customers might churn.

Consistent experience for customers

73% of consumers say that customer experience is an important factor in their purchasing decisions. Customer experience includes customer service, but also post-purchasing interactions like shipping updates and ease of returns. 

It’s important to provide a consistent experience. You don’t want to provide fast and accurate support one day and then slow and confused support the next. When you track customer support metrics, you can ensure that consistency.

Identify support training and staffing needs

Is your customer support well staffed? Do you need new training? Is it time for a help desk software that includes templates and automations? When you track your customer support, you can discover issues with the overall program.

Find room for improvement

Tracking customer support metrics can also help you identify specific areas of improvement. For example, if your average resolution time is longer than eight hours, you can explore ways to fix this. You might create new prewritten responses or edit your existing templates.

17 key customer service metrics for ecommerce 

While there are potentially hundreds of different customer support metrics that you could track, not all of them are essential. Below are the most important metrics that will give you insights into the state of your customer support, without overwhelming you. 

Some of these customer service KPIs can be tracked with your customer service help desk software, and others will require a survey or feedback tool. 

Here are the top customer support metrics to track:

  1. Volume of tickets
  2. Unresolved tickets
  3. Average resolution time
  4. Average response time
  5. Average first response time
  6. Customer satisfaction (CSAT)
  7. Single-reply resolution rate
  8. Average ticket handling time
  9. Automated support resolution rate
  10. Social media brand mentions
  11. Social media support tickets 
  12. Net promoter score (NPS)
  13. Converted tickets
  14. Tickets closed per agent
  15. Template utilization
  16. Repeat customer rate (RCR)
  17. Customer effort score (CES)

1) Volume of tickets

While tracking the volume of your tickets might not seem very useful, it absolutely can be. You should track your ticket volume by day, week, month, and quarter. If you have a very active ecommerce store, it could help to track the volume by hour as well.

Here are some use cases:

  • Rapidly growing volume could represent the need to hire more support staff, or to create new templates with advanced variables to automate support responses.
  • Sudden peaks in volume could be attributed to an error on the website, such as certain pages being down or the checkout flow not working properly. 
  • You could strive to keep the volume to a certain level, and if it gets too high, figure out ways to reduce it, such as better clarifying product or shipping details.

How to calculate this metric

Luckily, you don’t need any complex formulas to calculate ticket volume — you simply need a tool that keeps track of the number of tickets that are coming in. If you don’t have an automated tool, you can certainly track this data in a spreadsheet, but it will get tedious pretty quickly. 

As mentioned above, you’ll also want to keep track of your ticket volume by day, week, month, and quarter, so this is another reason an automated customer support tool will come in handy.

2) Unresolved tickets

The number of unresolved tickets is a very important metric to track. You don’t want too many unresolved tickets piling up. Set a company-wide goal for the maximum number of unresolved tickets per day, week, and month.

How to calculate this metric

Similarly to ticket volume, you don’t need a specific formula to calculate your number of unresolved tickets. Rather, all you need is a reliable system (whether it’s a tool or a process) for keeping track of how many tickets are left unresolved after a certain length of time. 

We recommend using an automated tool to keep track. This makes it easier to identify and track trends over certain periods of time. 

3) Average resolution time (ART)

The average resolution time refers to how long it takes for your customer support team to resolve tickets. Inside of Gorgias, your average resolution time is automatically tracked. In your account, you’ll get visual reports showing you how this average time compares to other time periods.

We analyzed data across about 6,000 ecommerce companies using Gorgias to provide customer support and we found that the top-performing companies have an average resolution time of 1.67 hours.

How to calculate this metric

To calculate average resolution time, also sometimes referred to as “mean time,” begin by choosing a specific time period to analyze. Then, total up the length of all of your resolved conversations with customers during that time period. Once you have that number, divide it by the number of conversations had during the time period you’ve chosen to analyze:

Total duration of resolved conversations / # of customer conversations = Average resolution time

4) Average response time

Your average response time refers to how long it takes for you to respond to any customer support message, not just the first message of a ticket. Your average response time should be similar to the first response time. You don’t want to keep customers waiting when they reply to your responses.

It’s important to track this metric for different given time periods, such as per week, per month, and per year.

How to calculate this metric

To find your average response time, add up the total time your team has taken to respond to requests during a specific time period. Then, divide that number by the total number of responses your team sent during that time period:

Total time taken to respond during chosen time period / number of sent responses = Average response time

5) Average first response time

This customer support metric tracks how long it takes for you to reply to the first message in a ticket. Inside of Gorgias, you can track your average first response time using visual statistics reports that make it easy to spot trends, changes, and issues.

Top performing companies using Gorgias have an average first response time of .54 hours.

How to calculate this metric

Calculating your average first response time is relatively simple. Add up all of your first response times from the period of time you’re looking to analyze — for example, one month — and then divide that number by the total number of resolved tickets during that same time frame:

Total first response times during chosen time period / total # of resolved tickets during chosen time period = Average first response time 

Using real numbers, here’s an example of what this calculation looks like:

74,000 seconds / 800 resolved tickets = 92.5 seconds (average first response time)

6) Customer satisfaction (CSAT)

The CSAT is a common customer support metric. It summarizes responses to a very simple question. You can use a survey or a website feedback widget to ask customers to rate on a scale of 1 to 5 how satisfied they are with your business. 

This score does not measure feedback for individual products or customer service experience. Rather, its aim is to get an overall benchmark for how customers feel about your business. If this score suddenly drops or peaks, you should look into why that might be. For example, a new flopped product line could be to blame.

How to calculate this metric

Calculating your customer satisfaction score can be done in a few different ways, but generally is done by asking  a question like, “How would you rate your satisfaction with the goods/services you received?” Then, you would give the customer the option to respond on a scale of 1-5. The scale would look something like this:

  1. Very unsatisfied
  2. Unsatisfied
  3. Neutral
  4. Satisfied
  5. Very satisfied

Once your customers respond, you’ll need to use the responses in this formula:

(Total number of 4 and 5 responses / number of total responses) x 100 = CSAT

An example of this could look like:

(126 4 and 5 responses) / (300 total responses) x 100 = 42% CSAT, meaning less than half of your customers are satisfied.

7) Single-reply resolution rate

You know what customers absolutely love? When they can get their issues resolved with a single reply. The single-reply resolution rate calculates what percentage of your tickets are handled with the first reply. It’s also known as the first contact resolution rate or FCR. 

Single-reply resolution rate = Total number of requests resolved with one interaction in a single time period divided by the total number of requests in the same time period.

How to calculate this metric

Not as complicated as CSAT, to find your single-reply resolution rate, you can simply divide the number of support issues that were resolved on the first reply by the total number of tickets that are FCR-eligible (FCR-eligible means only including tickets that are possible to give a resolution in one response). As a formula, it would look like this:

Number of support issues resolved on first contact / total number of FCR-eligible support tickets = FCR rate

8) Average ticket handling time

The average ticket handling time (AHT) is an important metric to track if you offer customer service via phone. In today’s online world, most ecommerce companies handle tickets only with chat and email. However, very large ecommerce brands may choose to provide phone support as well. 

The average ticket handline time includes the total talk time and total hold time for that caller. You can calculate the average for larger periods of time to get better insights, such as per week or per month. Calculating this customer support metric by day or by hour likely won’t be useful.

How to calculate this metric

To find your average ticket handling time, add up the total time spent on all tickets within the time period you’re analyzing. Then, divide that number by the number of tickets a customer support agent opened within that same period of time:

Total ticket time / # of tickets touched = Average handle time 

9) Automated support resolution rate

Want to know how well your automated support can resolve tickets? You can separate out tickets that did not have a customer support representative work on them, and that were only resolved with an automated response. 

Automated support resolution rate = Total number of requests resolved with only automation in a single time period divided by the total number of requests resolved with automation, manual support, and a combination of both (in the same time period).

How to calculate this metric

To find your automated support resolution rate, you’ll use the same formula as the regular resolution rate but would only include tickets that were resolved automatically:

(Solved tickets / tickets received) x 100 = Resolution rate 

10) Social media brand mentions

How frequently your brand is mentioned on social media is a critical metric to track if you want to provide incredible support and get on top of PR disasters. You should have a good benchmark for how often your brand is mentioned per day and per week. If the number spikes, then one of your products might have gone viral, or you’ve got a PR nightmare happening. 

You can pay attention to brand mentions with a social listening and brand monitoring software. It’s also smart to use a help desk built to manage social comments.

How to calculate this metric

To keep an eye on your social media brand mentions, you’ll need to tap into a social listening tool, as mentioned above. You can certainly try to do this manually and track it all in a spreadsheet, but similar to tracking the volume of tickets, digital software will make this process easier and more efficient. 

11) Social media support tickets 

Customers’ issues do not only exist in your desired support channels like email and chat. Do you get support tickets taking place in social media? Rather than fight against this trend and attempt to ask customers to submit a ticket via chat, you should respond and help them. Just don’t share sensitive data, of course. 

Measure the number of social media support tickets that you get every day, week, month, and quarter. When that number grows, it’s not necessarily a bad thing. It could mean that more of your customers are interacting with your social media profiles. However, it’s still important to pay attention to the benchmark metrics and key performance indicators (KPIs). Sudden changes could represent an issue with your product or shipping speeds.

How to calculate this metric

Unfortunately, there isn’t a clear-cut way to measure and analyze social media support tickets, so we encourage you to use a social listening tool that allows you to do a number of things. For instance, tracking brand mentions on social media, as well as how many tickets are coming in through your social platforms during various periods of time. Having all of your social metrics in one place will make them much easier to analyze than pulling them one-by-one out of several different spreadsheets. 

12) Net promoter score (NPS)

Similar to the CSAT, the NPS is a common metric for measuring customer satisfaction. Customers will rate on a scale from 1 to 10 how likely they are to recommend your business to a friend. It’s best to measure this regularly, so you can determine your company’s benchmark and look for any drops or spikes in the average rating. 

You can use a feedback widget on your website to collect this data, or include the quick survey at the bottom of emails for transaction or shipping updates.

How to calculate this metric

To calculate your net promoter score, you first need to gather data using a customer survey. Send a survey to customers after they make a purchase that asks them, “On a scale of 0 to 10, how likely are you to recommend [products or service] to a friend or colleague?” On this scale, 0 would be not at all likely, and 10 would be extremely likely. 

Customers fall into three categories based on their responses to these surveys: promoters (scores 9 or 10), passives (scores 7 or 8), and detractors (scores 0 to 6). Once you have all the data collected, you can apply the numbers to this formula:

Total % of promoters - total % of detractors = Net promoter score 

13) Converted tickets

How many converted tickets do you have per week, per month, and per year? This is a great performance metric to track because it shows you the value of customer support. Converted tickets are those support tickets that lead to a purchase within five days. For example, new customers might ask about product sizing or returns. Successful responses can build deeper customer relationships. 

With Gorgias, you can measure this and other revenue statistics. Converted tickets can be from self-service, or automated, and manual responses.

How to calculate this metric

Before you start calculating, make sure that both numbers are from the same time period. Then use this simple formula to calculate your converted tickets:

Total number of conversions / total number of tickets = Ticket conversion rate

14) Tickets closed per agent

You might also want to measure the number of tickets closed per agent for a certain time period. For example, you could look at the number of tickets each agent is closing per day to spot differences in productivity. You could look at a longer period of time, such as per month, to find which agents are consistently closing more tickets, assuming they each work the same number of hours. 

This will help you discover the agents who deserve praise and bonuses, and which ones might need training. If you find an agent that is always closing too few tickets, it may be time to let them go, unfortunately. 

With Gorgias, this metric is automatically tracked in your account.

How to calculate this metric

To calculate the number of tickets closed per agent, take the total number of tickets closed during a certain time period and then divide it by the number of agents working during that same time period:

Total # tickets closed / # of agents = Tickets closed per agent

15) Template utilization

Creating templated responses saves a lot of time. But creating the templates is half the battle. You also need to make sure that your agents are actually using these templates. To do this, you’ll need a help desk software that offers pre-written responses. At Gorgias, we call these Macros.

You can get statistics on the utilization of your Macros in any given time period. You can then compare this to the use of tags. For example, if the tag “Cancel Order” was used 100 times in one week, but the Macro was only used 50 times, then that means that your reps only used the Macro half the time. 

Talk with your reps about why they’re underutilizing certain Macros. You might need to improve the copy of the Macros or add more variables to make it more useful. Or, you might simply need to remind new reps about the Macros feature.

How to calculate this metric

As mentioned above, there are software options that can provide data on your template utilization during various periods of time. However, this is another metric that can be tricky to track accurately on your own, so utilizing a digital tool would be the most effective.

16) Repeat customer rate (RCR)

Your company will always have two types of customers: new customers and repeat customers. Tracking both is important, but tracking repeat customers specifically will help you determine if your retention efforts are working. 

This is also an important metric that contributes to a customer’s lifetime value, which is important for the growth of your business. Retaining a current customer is always less expensive for a business than finding a brand new customer. 

How to calculate this metric

To calculate your repeat customer rate (RCR), you can divide your number of repeat customers by your total number of customers, then multiply that by 100. This means that in order to calculate the RCR properly, you need to already be tracking repeat customers versus new customers. The formula for RCR is as follows:

(Total repeat customers / total paying customers) x 100 = RCR

Using real numbers, here’s an example of what the RCR calculation looks like:

(80 repeat customers / 230 paying customers) x 100 = 34.78%

17) Customer effort score (CES)

Beyond tracking customer loyalty, the effort that a customer has to put in when purchasing from your company has immense value on the overall customer experience. That’s why measuring customer effort is vital. By measuring CES, you and your team members can work towards reducing customer effort, which in turn will increase the lifetime customer value and the likelihood of word-of-mouth referrals.

You may be wondering what exactly is considered “high effort.” This could include long wait times when a customer calls in or reaches out via email, or not getting a concise response — which leads to time-consuming back-and-forth. Of course, “effort” is subjective and highly dependent on the individual customer and their personal expectations. 

How to calculate this metric

To measure CES, you’ll need to utilize another survey. The questionnaire should ask the customer how much effort they had to exert in order to get their question answered. For example, “[insert company name] made it easy for me to handle my issue.” Then, you’d provide a scale of 1 to 7. A score of 1 would be “strongly disagree,” while 7 would be “strongly agree.” 

Once you’ve collected the data, you can use this formula:

(Total number of “agree” responses or ratings of 5-7 / total number of responses) x 100 = CES

This could look like:

(300 “agree responses” / 450 total response) x 100 = 67% CES

Learn how Gorgias helps teams centralize their data and track their key customer support metrics

Now that you have all the important customer service metrics and formulas to support your customer success program, you may be ready to explore a product to help make tracking it all easier. Utilizing a centralized customer service software like Gorgias can help save you and your team hours upon hours of time. That time you can spend getting back to what you do best: great customer support. 

The Gorgias platform connects all of your integrations and allows for robust analytics tracking, so you can track resolution time, check in on live statistics, and launch customer satisfaction surveys all in one place. Learn more about Gorgias and give it a try today.

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