Customer Service and Communications: Key Performance Indicators and Metrics

Customer Service and Communications: Key Performance Indicators and Metrics


Customer service KPIs and metrics should be the bedrock of any effective audience strategy. This is because they provide insight into how well we're meeting the needs and expectation of our users. This in-depth guide takes a deep dive on how both of these measurables can inform strategic decisions and improve loyalty and retention.

What can SME arts and cultural organisations learn about customer service and satisfaction from the number 1 rated telephone answering service, JAM? Here they take a deep dive into every aspect from getting started with KPIs to how customer satisfaction drives retention and loyalty.

Customer satisfaction is at the forefront of practically every business and that includes arts and cultural organisations big and small.  A happy audience base is key for both long and short-term goals – especially if you’re a smaller company that relies on repeat business and word of mouth.

One of the best ways to ensure audience satisfaction is at the top of your mind is to set specific KPIs (key performance indicators) and metrics to stay on top of satisfaction levels. Introducing KPIs will:

  • provide tangible long and short term goals
  • create an atmosphere of learning and encourage internal conversations in the workplace
  • allow you to focus on what matters most
  • make its possible to track what is and isn't working

This guide looks at exactly what a KPI looks like as well as some of the best you can introduce to make sure you're monitoring the right customer service data.

Chapter 1: Customer service and communication statistics (external link) 

Includes key statistics, research and a useful guide to Net Promoter Scores.

  • 66% of people find a frustrating experience on a website can put them off the brand in general
  • 55% say a bad mobile experience make them less likely to engage
  • 55% say their opinion on a company will lessen if they have a bad experience on your website.

Chapter 2: An introduction to KPIs and metrics (external link) 

Everything you need to know in a straightforward and easy read. Includes:

  • Creating SMART KPIs
  • Adding in evaluation and re-evaluation to make them SMARTER
  • Why are KPIs useful?
  • The difference between a KPI and a metric

Chapter 3: Customer service and communication KPIs and metrics (external link) 

Specific customer service and communication KPIs and metrics. Including information on:

  • Boosting customer retention
  • Achieving Customer Satisfaction Scores
  • Improving Customer Effort Scores
  • Achieving Net Promoter Scores


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Resource type: Guide/tools | Published: 2023