Learn all about customer service indicators

Learn all about customer service indicators

Users are increasingly informed and demand quality as a minimum for what they pay. So being prepared when it comes to customer service is a priority. Indicators are used to track, measuring customer satisfaction once the service has been completed. They should not be confused with those of time, which are to control the efficiency of the processes.


These indicators are essential for those companies that constantly receive complaints. In this way, the aspects of failure in the process are focused on, finding the most appropriate solution. By investing in attention, you will be able to see if daily, weekly, monthly and yearly goals are working. Therefore, we'll explain the following indicators that already have proven effectiveness, with their characteristics.

Types of indicators in customer service

Indicators are also often called KPIs, which stand for "Key Performance Indicator". Normally the most used are 5 or 6, which have already been tested and have worked without problems. We must not forget that each company can apply the one that best suits its processes, since they are malleable. 

Customer satisfaction indicator

The workers of a company must be trained to empathize with customers. Since it's not always an easy task to measure their satisfaction, not all people are open about what they think. In order for the answer to be as clear as possible, scale-type surveys are recommended. They do not have to be complicated, with simple and direct questions is enough, for example:


On a scale of 1 to 10, how comfortable were you on the way to your destination? 1 being not at all satisfactory and 10 being absolutely satisfactory.


But, this can vary, if you want to make it more visual you can put emojis from the happiest to the most angry. The stars from 1 to 5 are a classic, as many companies have used them since their inception. The scale can be customized, as long as it's simple so that the client doesn't think that it'll take a long time and leave it aside.

Net Promoter Score recommendation indicator

This indicator or index is also called NPS for its acronym, Net Promoter Score. Measure the quality of customer service and whether they would recommend your brand or product to other people. Unlike the previous one, this one is linked to an intention, not an emotion. Thus, the results are not so affected by the state of mind that the client has at that moment. There are some web pages that help you with sending surveys via email.


This index separates customers into three types: Detractors, who give low ratings or do not rate, are given on a scale of 0 to 6. Passive, who are half as likely to respond to the survey, have 7 and 8. To finally reach the promoters, who would recommend the brand with 100% security, being 9 and 10. Google has the option of free forms, which is very effective for those who are just starting out.

Average initial response time

This tool is responsible for measuring the average time it takes for the support team to reply to the customer. It's vital that these calculations are made, since efficiency is directly linked to speed. Even studies reveal that users prefer an automatic or quick response, even if it's brief, than waiting for a more detailed one.


This is used to explain services, products and in the complaint resolution departments. A problem is a determining factor that makes a client not want to return, but if it's solved effectively, they will probably reconsider their decision. It should work regardless of whether customer service is by phone, email, social media, or website. Don't wait for your customers to go with the competition to get your hands on the matter.

Customer retention rate

As stated by the name, this indicator studies the amount of time that a person can be kept as a client. This comes once you meet all the previous indicators, since a satisfied user stays within the service. To know the exact number, you have to use an already established mathematical formula:


  • Number of customers who remained loyal to your company at the end of the month - number of new customers obtained in this month / the number of customers who were frequenting at the beginning of the month * 100.


Why is it so important to keep customers instead of having new customers all the time? According to studies, getting new customers is expensive, costing a company 5 to 25 times more than retaining one. Also, if a large number of people continue to consume your product, it's understood that you are on the right track.

Employee performance rate

All of the above factors are of paramount importance, however how would that be accomplished without the appropriate and committed team? Employees must be kept motivated or the business will be affected. If you find yourself needing to fire them, it will cost you up to twice an employee's salary to hire and train a new one.


You have to analyze aspects such as investment of time, influence of colleagues, relationships and work schedules. This type of approach offers adequate, strategic information and sincerity is sought in the answers. Ryan Fuller was the promoter of this tactic, instead of using self-perception, which can fail.

Go to action

Logistics provides tools like these to keep companies strong and organized. But, people are what matters among all these equations. Supporting customer service with these indicators, plus human value, is what will maintain the perfect balance. We have other posts on similar topics that could also help you, just check out our blog and enjoy a pleasant read.

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