Two major aspects have allowed the tutoring platform Wyzant to develop and capitalize on effective customer success metrics: diversity in data and documentation.
“A few of the most important metrics that our customer support team tracks are the percentage of contacts that are one-touch interactions, our customer satisfaction score (CSAT) and our issue-to-lesson ratio,” said Nicholas Lux, an issue tracking analyst who’s been with Wyzant for six years.
Tracking metrics across a number of areas allows Lux’s team to get the greatest insight into where they can make improvements to their user journey, he said. And thoroughly documenting any changes to that journey allows the team to adjust their recording and analysis strategies so their data-driven insights are always as accurate as possible.
Below, Lux shares examples of how his team has made the most of their customer health metrics.
What is Wyzant?
How does your team calculate customer health scores?
One-touch interactions are contacts that are resolved in one interaction. This metric is extremely important as it allows us to ensure that we are providing clear and concise resolutions for our customers without any need for them to follow up with us again.
CSAT are self-explanatory, however we take the additional step to audit the negatively rated tickets we receive so we can “bucket” similar issues. From there, we can address the buckets within our department or with our product and design teams.
Finally, our issue-lesson ratio is in-house metric we track closely. Our online tool facilitates the majority of meetings between tutors and students on our platform. Our goal is to keep this ratio, defined as the number of lessons on the online tool versus the number of bug or issue reports, as low as possible. This metric has been extremely helpful in providing data to our development team.
How do you ensure those metrics are as accurate and reliable as possible?
One of the best practices that any department can take is documentation and keeping a change log for any release or alteration that may affect metrics.
For example, early on in 2020 we saw our net promoter score (NPS) drop precipitously month over month. While nothing changed with the service that we offered, a minor change in user segmentation caused issues down the line and severely reduced the audience that received our NPS surveys. Our development team was able to identify the exact release quickly thanks to Wyzant’s emphasis on documentation. And by cross-referencing the date with when our scores plummeted, it was easy to get the issue resolved in minutes. Our NPS score returned to normal within a week.
One of the best practices that any department can take is documentation.”
What are some interesting ways your team has leveraged customer health scores?
Tracking our one-touch ticket volume so closely has allowed us to make key changes in various customer-facing areas of our service that have both reduced volume and increased user satisfaction for those interactions. Two areas that were generating a disproportionate amount of multi-touch interactions were our outbound operational/transactional emails and inbound contacts from our web widget contact form.
For the former, we were able to identify which outbound emails were generating the most “noise.” By updating the content in these emails and strategically deploying autoresponders, we were able to reduce overall inbound ticket volume by 10 percent.
Tickets generated from our web widget contain the URL of the page that they were generated from. With a little querying, we were able to aggregate the top pages that were generating the most web widget tickets and improve the content on those pages. Many of them were generated from our help center, which allowed us to efficiently target the articles that needed updating.
