As the world changes and people become more and more connected, the transparency of a company likes ours becomes more vital every single day. Instead of doing our work behind a steel curtain, and investing thousands trying to get new customers through the door, we’re taking a different approach.
We want to show you the quality of work we’re doing, so we’re going to publish it for the world to see. We’ll be publishing the good, the bad, and the ugly on our blog every single month. We’ll share where we messed up, where we did well, and what we’re going to do to improve things when we don’t provide an exceptional level of service.
This is not a financial report.
In fact, I’d like to take a minute and talk a little bit about revenue, churn rate, and customer acquisition. In my opinion those metrics distract companies from more important things, like providing the best possible customer service, even when it’s not incredibly friendly to the business’ bottom line.
I posted this on Instagram last week. If we’re being totally transparent, the thought wasn’t all that random 😉
@ryandonsullivan sales and brand recognition suffer while customer satisfaction goes up.
— Devin Walker (@innerwebs) August 3, 2015
— Wendy Delfosse (@WendyDelfosse) August 3, 2015
@ryandonsullivan They wouldn't get any phone calls.. because no one would know they existed…
— Jaffe Worley (@Jaffe75) August 3, 2015
As you can see, the feedback was pretty mixed. It’s a pretty different way of thinking, especially in todays “get noticed” internet. I honestly believe that over-the-top customer service can have the same, or even more reach than traditional marketing methods can. Yes, even more than Facebook ads. gasp
That’s not to say that you’ll never see an ad from us, because you probably will, but if we’re ever put in a situation where we’re choosing between a new feature or service for our clients, and running that next big ad campaign, we’ll choose our clients every single time.
And that’s why today, we’re introducing Happiness Reports.
Introducing Happiness Reports
Every month we’ll publish a report just like the one I’m about to share. The goals of the Happiness Reports are simple:
- Keep our team focused – If we know that all of our interactions, good or bad, are going to go out into the world, we’ll think twice before we send that snarky reply to a difficult customer. It’s true, some of our customers are difficult. We still love you.
- Share our successes and failures – It feels good to be noticed when we do something great, and it’s just as important to be held responsible when we do something not so great. Reporting our efforts to a wider audience will help keep us accountable, and striving to provide better service every day.
- Improve our service – Ultimately the goal with this is to make sure we get better every single month. Even when we slip up, every report will be accompanied by a plan of action moving forward for how we’re going to make things right, and what actions we’ve taken internally to make sure our customers are happy, and their websites are in great shape.
Let’s get to the good stuff, shall we?
The Happiness Reports are a feature that was introduced by the help desk software we use, Help Scout, in the fall of last year. We started tracking our results about 3 months ago, and we now have enough data to have a good idea of how we’re doing in our customer’s eyes.
After our customers submit a ticket to our help desk (send us an email), they get a note at the bottom of the email asking how we did. They get three options.
Great | Okay | Not Good
They make their choice and they’re taken to a screen like this one where they submit their choice
They can leave some more detailed feedback if they want to. We find that about half of the customers who leave feedback like to submit some additional comments too. Lots of them leave nice notes, which we like 🙂
Based on the responses to that simple question we’re given our “Happiness Score.” It’s the percentage of Great ratings minus the percentage of Not Good ratings.”
Pretty simple, right? Let’s get to it!
July 2015 Happiness Report
We did pretty well with customer satisfaction during that 30 day stretch. Having every single customer who gave us a rating give us a Great reply feels pretty dang good, but we’re definitely not done yet. Even since we’ve collected this data, we’ve had a few Okay and even Not Good ratings come rolling in, but as far as this report is concerned, we aced it, and we’ll give ourselves a few minutes to feel good about it. But only a few 😉
Let’s take a look at a few other metrics to see how we’re doing overall.
This is the amount of time it takes us to reply, and handle incoming tickets.
That graph may be a little tough to follow, but this one should be a little more clear
Our average first response time to tickets is 1h 19 minutes with 58% of our tickets being answered in 15 minutes or less.
- Average First Response Time – 1 hr 19 minutes
- Fastest Response Time – 1 minute
- Slowest Response Time – 2 hours and 14 minutes
We like where those numbers are at, and a lot of our customers comment on our solid response times, but we know we can still do better here. Our time to resolution is also pretty fast, but other factors come into play, like time spent resolving issues, waiting on customers for additional details, things like that.
We’d love to have 100% of our tickets get a first response in under 20 minutes, and bring the resolution time down closer to 3 hours or so, and we’re working toward that.
In these reports we also want to include actual written feedback from our customers. This month doesn’t feel too scary since they all left great feedback, but in the future when we do have negative feedback, we’ll post that here too.
Here’s a sampling of what some of our customers had to say:
Matt has been extremely responsive – and provided thorough and clear communication about what the issues were. He promptly contacted our Host provider to begin troubleshooting problem. Appreciate the rapid turnaround on response – especially as it’s the weekend. Great service Matt/WP Site Care! – Allison S.
Just to say that I wish all services were as efficient at replying:) many thanks – Jenny A
Always quick, pleasant and truly helpful. – Christopher N.
Outstanding service and quick resolution to a complex problem. – Randy L.
Seriously you all are GREAT! Your response time is always fabulous. – Serena B.
Goals For August
Even though this report looks pretty vanilla on the surface, it’s given us a lot of useful information to work with. We want to be fast, but we also need to make sure that quality stays true as we work more quickly.
We hired Andrea in May and she’s been a great addition to the team. We’ll likely be adding another support rep here shortly to help keep response times as low as possible, while still giving our support reps sufficient time to really focus on solving problems and implementing long term fixes to those problems.
So here are our goals for August
- Reduce resolution times – Rather than focusing on the first response metric, where we already do pretty well, in August we’ll be focusing on resolving issues and closing tickets more quickly.
- Hire another support rep – This may not happen in August, but we would like to talk to anyone who you think might be a good fit to work as a support rep for our company. Maybe it’s you? We require commitment and great attitudes, but we don’t mind if you work in your pajamas. If you think you’re a good fit, or know someone who might be, shoot me an email directly at firstname.lastname@example.org. I’d love to have a chat 🙂
So what do you think of this new Happiness Report initiative? Do you like the transparency? Is there something you’d like to see that we didn’t include? We’re just getting started so any feedback you have will really help shape the future of these reports, and ultimately the future of our business.
Hit us up in the comments and we’ll talk through it!