How Good Is Your Customer Service?
To help you see how many leaks you have and how bad they are, Target Marketing worked with leading customer service and contact center experts to develop some general benchmarks and best practices for providing a consistent, high level of customer care.
Take the test—Target Marketing’s second Best Practices quiz—and see how good your customer service is. And if you didn’t get a chance last year, assess your data hygiene practices with our 2005 Best Practices quiz, “How Clean Is Your Database?”
To take this test, circle one answer for each question, based on the response that best represents how your customer service department handles contact. Of course, not every set of possible answers will offer you a selection that fits your practices exactly. For the purpose of this exercise, try to get as close as you can or choose what you think is the best practice. Then turn to page 29 to see if your customary methods meet industry best practices for responding to customer service requests efficiently.
1. What is the optimum average abandon rate?
a) 1 percent or less
b) 2 percent or less
c) 3 percent or less
d) 4 percent or less
2. What is the optimum average speed of answer?
a) 60 percent of calls within 30 to 40 seconds
b) 70 percent of calls within 30 to 40 seconds
c) 80 percent of calls within 30 to 40 seconds
d) 90 percent of calls within 30 to 40 seconds
3. What is the maximum annual turnover rate for customer service reps?
a) 5 percent to 10 percent
b) 10 percent to 20 percent
c) 20 percent to 30 percent
d) 30 percent to 40 percent
4. What is the ideal call monitoring rate per customer service rep?
a) 4 calls per month
b) 12 calls per month
c) 20 calls per month
d) 40 calls per month