9 Essential KPIs to Track for Sales, Support & Customer Service Teams

Victoria GuetterLast updated on September 29, 2023
4 min

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It’s no surprise that every business needs customers. But to generate more leads, it clearly pays to prioritize the customer experience. As a result, customers are more likely to stay and recommend you.

But how can you tell if you’re making progress? It’s all about the KPIs you decide to measure—both on an individual and a team level.

What are KPIs and why are they important?

To ensure your employees stay on track, achieve their goals, and satisfy your customers, it’s important to set them up with clear KPIs from the start. This ensures that everyone is on the same page and understands what’s expected of them.

As Plecto identifies in their 9 Customer Service Best Practices, KPIs should be implemented so that employees can identify day-to-day challenges and celebrate success rather than feel as if they are “eyes over their shoulders”.

Implementing KPIs across all areas of your business will help you optimize and manage your customer experience, starting with prospects and through every stage of the buyer’s journey. KPIs can help you answer questions like:

  • Do you have enough staff to manage call volume?

  • Do your training and onboarding materials maximize agent performance?

  • Is your workflow optimized?

To answer these questions, you have to determine which KPIs apply to you. Aircall’s phone solution offers numerous tracking options to measure productivity for you and your team as a whole. Let’s break down a few KPIs we recommend tracking for support teams, sales teams, and customer service teams.

KPIs for support teams

If you plan to monitor the KPIs for an inbound call center, there are a few classic metrics to keep in mind. You can use these KPIs to record internal processes and productivity.

Average time on the phone

Managers can use this metric to determine how much time an agent is actually on the phone with customers. The higher the percentage, the more likely it is that the customer will have a satisfactory experience, and it’s clear agents are taking the time to thoughtfully answer customer questions and provide quality support.

If it’s too high, it might indicate that a certain element of your product needs more resources (think knowledge bases or content resources) or you might need to fine-tune your product more.

Number of calls answered

This metric helps you stay on top of things and draw important conclusions, such as whether you should expand or contract your team. It is also important to know how many calls are answered within a given period of time.

Average wait time & missed calls

Average wait times are important and can affect a customer’s experience. The shorter the waiting time, the happier the customer. However, if you experience particularly long wait times and an increased number of missed calls, it may mean that you need to hire more staff or that your agents are not able to help your customers quickly enough.

This data can give you valuable insight into how your training and onboarding materials could be improved and help you provide specific feedback and training to individual team members.

KPIs for sales teams

When you’re working to optimize your sales team, the KPIs you track will look a little different. You might focus less on average wait times and more time on call volume and tracking individual sales performance.

Conversion rate

Sales team conversion rates measure the average number of calls it takes to close a sale or deal. This metric is key when it comes to improving the sales workflow.

Average call duration

The average number of calls depends on what service or product you are selling. There is no right or wrong answer to how long you want your call to last.

But one thing is certain: The shorter the call, the more calls you can make in one day. However, if shorter calls are preventing you from successfully closing deals, you should definitely keep an eye on call duration.

How quickly calls are answered

If there’s one thing to avoid when selling, it’s this: missed calls from potential buyers because the wait was too long.

With this metric, you can ensure that you’re always one step ahead and save time, money, and nerves as a result.

KPIs in customer service

When it comes to customer service KPIs, it’s important to consider that these employees are managing long-term relationships, and their KPIs should reflect that. With the right KPIs, you can measure, track, and improve customer satisfaction and customer experience.

Missed-call rate

This metric can give you an idea of ​​how quickly your team is responding to incoming calls—and improve overall efficiency as a result.

Call volume

This KPI logs the number of repeat calls from a single customer. Typically, the same customer contacts your center repeatedly when struggling with serious and/or unresolved issues.

Measuring Employee Satisfaction

Last but not least, don’t forget to measure the satisfaction of your employees. You will not achieve your goals without a motivated and happy team. The happier your agents are, the better your KPIs will look.

Published on September 8, 2022.

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