Understanding why you need to do conversation reviews

If you’re reading this, you probably have a vague sense that you should be analyzing your support interactions. But… why?

Doing conversation reviews in any form, maybe without fully understanding why, is certainly better than not doing them at all. However, they become especially powerful once you get to the bottom of what the driving pain is.

Try to understand your internal motivation for doing conversation reviews. This way, you’ll be able design a review process that addresses exactly the right issues.

Let's dive into three major motivations for doing conversation reviews: CSAT, inconsistent replies, and a general “meh”-feeling about your customer service. We’ll explain how to set up your review processes in each case.

Note that your reasons for analyzing support interactions might be different from what we’ve proposed. However, the same logic applies: start by figuring out why you need this analysis and then set up your ticket reviews accordingly.

Gain insight into your CSAT scores

Your CSAT might be down in the gutter or sky-high. Surprisingly, you may want to push for more ticket reviews in both cases.

What should you do if customer satisfaction is too low? Set up rating categories to assess the aspects of your interactions that may impact your CSAT in a negative way.

Don’t just look at things that matter to you, focus on what's important to the customer. Review all negative CSAT tickets without exception.

Why should you do conversation reviews if you’re really crushing it in CSAT? To continue improving, you need another metric to assess the quality of you customer support.

Use a metric that does not max out at 100% and provides you more insight into your CSAT scores. You and your team are best positioned to determine what are the things that could make each reply even better.

Here are some ideas for the questions and categories to track in your reviews:

  • Were the replies timely?
  • Was there anything obvious that could have been done better?
  • Did the agent do everything in his/her power to solve the case?
  • Was this a great example of empathy displayed towards the customer?

Tackle your team's inconsistencies

If your team is growing rapidly, you won’t always have consistent quality in your interactions. It’s natural to have some agents who know everything there is to know and rookies who are clueless in certain situations.

You can assess these issues by setting up your conversation review categories accordingly. Put special emphasis on product knowledge to understand if you’ve provided the most up-to-date information to the customer.

New agents may simply not have all the necessary information, and that is understandable. However, this might not only be an issue with newbies.

Assessing the quality of interactions is equally important with agents who’ve been at it for years and assume that their knowledge is up to date, even when it isn’t. Incorrect replies that are delivered with a lot of misplaced confidence will have a negative impact on the quality of your customer support.

Here are some ideas for the questions and categories to track in your reviews:

  • Did the agent provide adequate information?
  • Did the answers reflect up-to-date product knowledge?
  • Was the provided solution in line with internal agreements?

Combat the “meh”-feeling about team performance

One of the most common drivers for ticket reviews is an overarching feeling that support is performing OK, but it’s not impressive. It’s not a “delivering happiness”-type of service that could become a significant driver for business.

This is the easiest, but, in a way, also the trickiest issue to tackle. To make support truly amazing, you first have to articulate what does "amazing customer service" mean for you specifically. Once you have done that, you can formulate review questions around that ideal.

Here are some ideas for the questions and categories to track in your reviews:

  • Did the agent go above and beyond?
  • Did the agent anticipate customer needs/next questions?
  • Did the agent display sufficient empathy?
  • Did the agent merely give an answer or provide a solution?
  • Was the answer outstanding in any respect?

To sum up, you can only succeed if you know what you are trying to achieve. So, take a moment to understand what issues you are solving. Then use this knowledge as the foundation for reaching your goals.


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