Customer Service
Every post-purchase interaction — questions, complaints, issues. Channels: chat, phone, email, WhatsApp. Directly impacts NPS, LTV, and reviews.
In practice
A customer who received exceptional service tells 11 people. Bad service — 15. In the review era, every interaction is a chance to build or destroy your reputation.
Common misconception
'Customer service is a cost.' It's an investment. $1,400/month in excellent service can raise NPS by 40 points and repeat rate to 45% — an investment in growth.
How to fix it
Service falling short? (1) CSAT — survey after every interaction, (2) first response time — target under 4 hours, (3) resolution time — under 24 hours, (4) volume by reason — 40% asking 'where's my order' means improve tracking.
Example
A jewelry store: 180 inquiries/month, 60% about 'order status.' Automatic SMS with shipment tracking cut inquiries to 80/month. CSAT rose from 74% to 91%.
Priority
Set a clear SLA: maximum response time, resolution time, and escalation path. CSAT after every interaction. Benchmark: above 85%.
Related terms
Keep learning. Metrics that touch the same area:
- ChargebackPaymentsA customer disputing a charge through their bank. Costs the merchant: a $7-15 fee plus the lost amount. Above 1% puts the account at risk.
- Helpdesk / TicketingCustomer ExperienceA system for managing inquiries: Zendesk, Gorgias, Freshdesk. Consolidates inquiries from all channels into a single view. Enables tracking, assignment, and SLAs.
- CSAT – Customer Satisfaction ScoreCustomer ExperienceA measure of satisfaction with a specific interaction (support, purchase). Measured on a 1-5 or 1-10 scale. CSAT = (positive scores / total scores) × 100. Good average: above 80%.
- CES – Customer Effort ScoreCustomer ExperienceHow easy it is for a customer to accomplish their goal — a purchase, service request, or return. Measured by: 'how much effort was required?' (1-7). Strongly correlated with loyalty — ease beats 'delight.'
- UX – User ExperienceCustomer ExperienceThe overall experience of a visitor interacting with the site — speed, ease, navigation, clarity. Poor UX directly hurts conversions. Good UX means visitors find what they wanted with minimal effort.
- UI – User InterfaceCustomer ExperienceThe visual design of the site — colors, typography, icons, layout, spacing. Good UI guides the eye, creates visual hierarchy, and builds trust. Poor UI confuses and repels.
Jimmy tracks your Customer Service, automatically
WhatsApp alerts when something important changes. No dashboards, no hassle.