How to Measure Team Performance From 2 Points of View

By: Lien Brusselmans

July 15, 2013

Social media is more and more becoming an established channel for customer service. As with the traditional customer service, team leaders need to measure their team performance. However, the KPI’s you use to measure team performance depend on the point of view: team leader or customer. Of course your brand’s ultimate goal is to please the customer and help them in the best possible way. If your team can pull that off, they are obviously considered ‘performant’. However, as a team leader you also want to keep an eye on how the individual team members are performing. You don’t want anyone in your team sitting around all day and having others do all the hard work. Here’s how you can measure team performance both internally (from the viewpoint of the team leader) and externally (from the viewpoint of the customer).

Stop watch

Internal team performance

A team leader has to look after its team. Customer service agents have the responsibility to help customers and keep them happy. Some questions will be straightforward, others will demand research and thus time. On the whole however, the average resolution time of an agent gives a good idea of how efficiently they work. Another interesting metric here is the amount of cases an agent resolves in one day (or week/month/…). If a team member underachieves, this should be evaluated. Don’t go waving that resignation letter too soon: there might always be a logical explanation. For example, if a team member is part of the morning shift that typically answers the questions that rolled in during the night, it is very normal the resolution time is higher. Team leaders should adapt their evaluation criteria to the specific circumstances each customer service agent works in.

External team performance

What matters for customers however, is the amount of time it takes before they receive a reply to their question. If this takes more than a day, customers won’t be satisfied. For very difficult questions, it is always a good idea to send out a boilerplate response to let the customer know you are working on it. However difficult the customers’ questions may be, team leaders have to keep an eye on the average response time of their team. Important to keep in mind here, are the company’s business hours. You should make a distinction between response time during and outside business hours. Make sure you communicate your business hours very clearly to your customers, for example by including them in your Twitter page background or Facebook page header, and people will be reasonable. If someone asks you a question at 2am, they will understand if they only get a reply at 10am. Communication is key.

Though we focus on measurable metrics here, the quality of a reply is of course also extremely important. If a customer service agent gives an impolite or unsatisfactory answer, this is a potential threat to your brand’s reputation. Both quality and quantity matter in social customer service, but since this blog post tackles measurable team performance, no more about that.

Set realistic goals based on the current achievements

If your current response time is 8 hours, it is not very realistic to set your goal at a 1 hour response time. You should of course try your best to offer customers a swift reply but if your team is just to small to handle the workload, you will never get there. If necessary, hire new people or adjust your procedures to handle the workload and reach your goals. It’s all commons sense: measure, evaluate and improve your team performance both internally and externally. Ready to start monitoring your team performance? Set up a free 14-day Engagor trial account!