KPIAs I put the final touches on my eBook entitled “Customer Experience in The Cloud”.  I thought I would share with everyone some of the key performance indicators to evaluate when your managing an online customer service operation.  In this blog post I included 10, but in my book I cover about 30 key performance indicators covering the web, social media, community/forums, email, and live chat.

Included in the chart below are the key performance indicators for your online customer service page and self service capabilities that your company may consider to measure the effectiveness of your online support.  This also includes he average for that indicator, and the best in class measure for the corresponding KPI.  The sources of these measures vary.  The sources of the KPIs and averages are from my collective experience with several organizations and an aggregate of multiple data sources to get to a range of best in class and average measures when it comes to online customer service.

The sources of the data do not represent thousands of companies indicated in the average.  They do represent several large business to consumer and business to business organizations with both a international and domestic presence.  Utilize these measures as a guide to compare to your organization but not as a rule of thumb as every industry, and company will have measures that vary.

Key Performance Indicator


Best In Class

Succesful Online Self Service Sessions

> 80%


This measure is generally a measure of how well your online self-service capabilities are working for your company.  This measure is usually a percentage, and it is a more complex way to measure the effectiveness of your overall web self-service capabilities.  It involves tracking all the customers who logged into your website and determine whether they have made a call into the contact center, sent an email, or used any assisted channel to get support within the same day or within a 24 to 48 hour period.
Online Support Self Service Rate



The Self Service Deflection Rate primarily has to do with how effective your online support web experience is with answering and addressing support questions from visitors.  Often, this rate represents the number of visits to your support site or website that do not result in an email, chat, or any assisted online support channel into your contact center.  You can often calculate this measure by dividing the number of Online Inquiries into support by the total amount of unique visitors to your web self-service support site.
Assisted Online Interactions



This is the percentage of online interactions that occur when a customer visits your customer support page.  This can be an email, live chat, or any assisted online interaction.
% of Searches with Relevant Results

> 85%

Not Available

This is the percentage of searches invoked on your support page knowledge base that result in relevant results for the customer searching.
% of Searches without Relevant Results

< 15%

Not Available

This is the percentage of searches invoked on your support page knowledge base that do not result in relevant results for the customer searching.
% of Visits from Search Engines to Company Knowledge Base


> 30%

The percentage of visits from 3rd Party search engines like Google to your company support pages.  This is usually invoked by a question on Google and land on your company knowledge base or answer.
% of Visits from Mobile Devices to Company Support Page


Not Available

The percentage of visits to your support pages from Mobile Devices.
Average Time On Support Page

3 minutes

Not Available

The average time a person spends on a support page.
Average Pageviews Per Visit on Support Page

< 3

Not Available

The average pages a person goes through on your support pages before they leave the site.
% of Returning Visitors to Support Page

> 40%

Not Available

This is the percentage of returning visitors to your online support page.  This will measure the quality and effectiveness of your knowledge base with your existing customers.  It is an indicator on whether your customers use the knowledge base as a credible source.