Managing Customer Service: Developing KPIs and Performance Evaluation Strategies

In this document we will discuss about Managing Customer Service and below are the summary points of this document:- The report aims to develop key performance indicators (KPIs) for customer service representatives and establish policies and procedures for assessing their performance. It emphasizes the importance of collaborative efforts and various procedures in enhancing customer satisfaction. The discussion highlights the significance of monitoring customer service performance through KPIs, particularly focusing on the average time spent on addressing complaints.

Running head: MANAGING CUSTOMER SERVICE
Managing Customer Service
Name of the Student-
Name of the University-
Author note-

1
MANAGING CUSTOMER SERVICE
Executive Summary
This purpose of this report is to create and develop a set of KPI’s that can help the customer
service representatives in identifying the areas that needs development. The report also strives to
develop policies and procedures to assess the performance of the representatives and employees
according to the developed KPIs. This report will take into consideration the Innovative Widgets
to implement the ideas. It is recommended that to accentuate customer satisfaction and service, it
is important to adopt collaborative efforts. This report will conclude that customer service and
satisfaction depends on the adoption of various procedures.

2
MANAGING CUSTOMER SERVICE
Table of Contents
Introduction......................................................................................................................................4
Discussion........................................................................................................................................4
KPIs.............................................................................................................................................4
3. Policy and Procedure for performance management of staffs.................................................6
4. Questionnaire for customers....................................................................................................7
5. Meeting the manager...............................................................................................................8
6. Discussion of issues.................................................................................................................8
7. Analysis...................................................................................................................................8
8. Recommendations....................................................................................................................8
Conclusion.....................................................................................................................................10

3
MANAGING CUSTOMER SERVICE
Introduction
Aiming to generate a fair and comprehensive view about the various key performance
indicators related to customer service satisfaction in Innovative Widgets, this report will
endeavor to delve deeper into the myriad issues. The report will also endeavor to generate a set
of KPI’s and try to devise policies and procedures for monitoring the performance of the staffs
against the developed KPIs. The following paragraphs will strive to argue for the fact that
developing and implementing proper customer service policies are essential for the progress of
any organization. The report will also delve deeper into providing recommendations for the
implementation of customer service policies throughout the organization.
Discussion
2. KPIs
Studies have revealed that it is quite important to keep a check on the performance of the
customer service department of any organization as they are the first medium of contact for the
customers. Developing a set of KPIs can assist in gauging the performance of the department and
prowess of the staffs involved in customer service and satisfaction (Matsas et al. 2017).
Average time spent on addressing complaints: This KPI will assist in accessing and
gauging the time that is invested by the customer service agents in resolving the various issues of
the customers. This can also help in gauging the time that needs to be spent on each complaint.
Developing this indicator will assist in gauging the amount of effort that is dedicated by the
customer service agents. This can be measured by incorporating measures such as keeping a
check through the computer systems.

4
MANAGING CUSTOMER SERVICE
Following organizational norms: This KPI will assist in knowing the manner in which the
staffs follow the norms set by the organization while implementing the practices of
customer service.
Identification of customer issues: Developing this KPI will assist in gauging the manner
in which the customer service representatives are able to understand and trace the various
problems that are faced by customers in dealing with the services of Innovative Widgets.
This KPI can help in resolving customer problems that is most important (Moeller et
al.2013). This can be developed by the inclusion of measures such as regularly updating
the consumer needs by the representatives.
Assistance to team members and customers: This KPI will assist in gauging the manner
in which the representatives can help other employers in discharging their duties. This
KPI will also help in understanding the manner in which the representatives help the
customers. This can be developed by regularly monitoring the progress of the employees.
Customer Retention and Complaints Ratio: This KPI can help in assessing the power of
the department to retain the customers by addressing their needs and resolving their
complaints. The complaints ratio can help in gauging customer satisfaction (Chen et al.
2015). This can be developed by inculcating regular monitoring databases that records
the number of complaints that have been addressed by the employees.
Customer satisfaction score: This KPI can help the representatives in understanding the
time that is taken to resolve the issue and help in understanding the key areas of customer
satisfaction. The concrete score can measure customer satisfaction.

5
MANAGING CUSTOMER SERVICE
Clear maintenance of databases: This KPI will help in the assessing the manner in which
the various information and records about the customers are maintained by the
department. This can be developed by maintaining clear check no the updated databases.
3. Policy and Procedure for performance management of staffs
In order to understand and measure the performance of customer service representatives
against the developed KPIs, it is necessary to develop policies and procedures that can help in
monitoring the performance of the customer service representatives. A fair monitoring system
needs to be adopted to ensure that every employee is assessed without any case of bias or
misinterpretation (Saeed et al. 2013). As defined and enlisted by the KPIs , the policies that need
to be adopted relates to the inculcation of close monitoring procedures. To measure the
performance of representatives in generating customer satisfaction score, it is necessary to
develop policies that keep a close check on the amount of complaints and the time that is spent
by representatives in resolving the issues. To access the performance of staffs, the procedure of
analyzing the statistics of customer retention needs to be adopted. To judge the performance of
the representatives in the case of assisting the customers and other employees, the procedure of
installing regular checks on group and collaborative activities needs to be adopted. In addition to
this, the performance of employees in the case of regular record maintenance of customers, the
procedure that needs to be adopted is the presentation and evaluation of customer statistics at the
end of every week. The performance of the customer service representatives can be measured by
developing procedures such as organizing regular group presentations and generating feedbacks
from the customers (Fabijan, Olsson and Bosch 2015).
4. Questionnaire for customers
Q1. What do you like about the customer service of Innovative Widgets?

6
MANAGING CUSTOMER SERVICE
a) Behavior of the employees
b) Fast delivery of service
c) Rapid Complaint Resolution
d) Amicable representatives
Q2. How would you describe the help given by our representatives?
a) Efficient
b) Not useful
c) Needs improvement
d) Extremely useful
Q3. According to you, what helps you to be satisfied with our customer service?
a) Proper identification of the problems
b) Proper communication by the representatives
c) Proper and efficient resolution of problems
d) No-delay response
Q4. According to your opinion, what needs to be implemented and upgraded to ensure greater
customer satisfaction?
a) Enhanced communication with the customers
b) Enhanced grievance addressing policies
c) Inculcation of group and mutual accountability for the employees
d) Inculcation of regular checks on the needs of the customers.

7
MANAGING CUSTOMER SERVICE
5. Meeting the manager
To meet the manager the KPIs that are identified shall be enlisted in a proper manner for
the manger to understand the key areas that need development. In addition to this, the meeting
will be arranged with the manager to assess the customer feedbacks. The meeting will be
arranged in due course of time.
6. Discussion of issues
Certain issues related to the performance of the customer service representatives and the
customer satisfaction shall be discussed to arrive at resolutions of the problems.
7. Analysis
After acquiring the required performance data from the manager and the customer
feedbacks, the acquired data shall be analyzed to arrive at proper conclusion and resolutions to
the difficulties that shall be identified.
8. Recommendations
In order to develop and improve the existing policies and procedures related to
managerial issues, it is essential for Innovative Widgets to encompass ideas and policies that can
assist in the maintaining over-all and organizational customer service.
Public Relations is one of the most important aspects that need to be developed to secure
better organizational performance (Grunig 2013).
 It is recommended that Innovative Widgets focusses on the development of Public
Relations by inculcating PR relations strategies such as development of communications
strategy and developing media relations. This can assist in garnering the required
publicity for the various policies.

8
MANAGING CUSTOMER SERVICE
 It is recommended that the customer service representatives organize regular programs
for the generation of customer feedbacks and customer opinions to identify the various
needs of the customers.
 It is recommended that every unit and department of Innovative Widgets amalgamate
their collective efforts to assist each other when the need arises. Conglomerated efforts
and collated help from each department can help in achieving over-all customer
satisfaction.
 It is recommended that Innovative Widgets should incorporate regular monitoring
policies and procedures to analyze the performance of the indicators and the customer
service assessors. This can assist in developing the customer satisfaction. It is also
recommended that Innovative Widgets incorporates these innovative policies to ensure
greater customer service delivery and satisfaction.
b.
The above-mentioned recommendations are based on certain rationales. It is important to
understand, identify and trace the problems that can impede the achievement of customer
satisfaction and the progress of the company. The first recommendation chiefly focusses on
the development and enhancement of the Public Relations Strategy to enhance the
interconnection with the customers, public and the media. Developing PR strategies can help
in the identification of the existence of various problems.
The second recommendation is based on the rationale that in order to develop better
customer relations and to generate customer satisfaction, it is necessary for the customer
service representatives to organize activities that help in garnering feedbacks. Studies have
depicted that customer feedbacks form a crucial part in the processes of organizations.

9
MANAGING CUSTOMER SERVICE
The third recommendation is based on the rationale that group effort and collated efforts
contribute to the better performance of organizations (Kim and McLean 2014).
The fourth recommendation is based on the rationale that regular monitoring measures
can help in the proper implementation of the customer service and satisfaction ideas.
Conclusion
After analyzing the above-discussed ideas, it can be concluded that the set of KPI’s help
in identifying the areas that need to be developed and rectified. These KPI’s also help in
analyzing the performance of the customer service representatives. In conclusion, it can also be
mentioned that in order to ensure proper delivery of customer service and customer satisfaction,
it is necessary to adopt policies and procedures.

10
MANAGING CUSTOMER SERVICE
References
Chen, K.S., Chang, T.C., Wang, K.J. and Huang, C.T., 2015. Developing control charts in
monitoring service quality based on the number of customer complaints. Total Quality
Management & Business Excellence, 26(5-6), pp.675-689.
Fabijan, A., Olsson, H.H. and Bosch, J., 2015, June. Customer feedback and data collection
techniques in software R&D: a literature review. In International Conference of Software
Business (pp. 139-153). Springer, Cham.
Grunig, J.E., 2013. Furnishing the Edifice: Ongoing Research on Public Relations as a Strategic
Management Function. In Public Relations and Communication Management (pp. 41-66).
Routledge.
Kim, S. and McLean, G.N., 2014. The impact of national culture on informal learning in the
workplace. Adult Education Quarterly, 64(1), pp.39-59.
Matsas, M., Pintzos, G., Kapnia, A. and Mourtzis, D., 2017. An integrated collaborative platform
for managing product-service across their life cycle. Procedia CIRP, 59, pp.220-226.
Moeller, S., Ciuchita, R., Mahr, D., Odekerken-Schröder, G. and Fassnacht, M., 2013.
Uncovering collaborative value creation patterns and establishing corresponding customer
roles. Journal of Service Research, 16(4), pp.471-487.
Saeed, R., Mussawar, S., Lodhi, R.N., Iqbal, A., Nayab, H.H. and Yaseen, S., 2013. Factors
affecting the performance of employees at work place in the banking sector of pakistan. Middle-
East Journal of Scientific Research, 17(9), pp.1200-1208.