Boost Productivity and Deliver a World-Class Customer Experience with Funnel Metrics | Funnelpreneurs


In this article, we will discuss how AI can boost productivity and deliver a world-class customer experience. We will explore the concept of the customer support funnel and its similarities to the sales funnel. We will also provide insights into how to set up an effective customer support funnel and track its effectiveness using various metrics. The focus keyword phrase for this article is ‘funnel metrics’, which will be optimized for SEO.

The Customer Support Funnel

The customer support funnel is a series of guided choices that efficiently direct a customer to the information they need to be successful. Similar to the sales funnel, the customer support funnel aims to qualify customers as they progress through their support journey. This ensures that resources are not wasted on unnecessary interactions while still meeting the needs of the customers.

The Importance of Self-Service

The customer support funnel starts with the least effort service path, such as a knowledge base or in-product assistance, and progresses through one-to-many support before ending in a one-to-one interaction with a dedicated support agent. It is important to provide self-service options to customers to minimize high-effort interactions, such as phone calls, which can be costly for both the company and the customer.

The Cost of High-Effort Interactions

Customers prefer the path of least effort when it comes to support. If customers are forced to make high-effort interactions, such as calling for every little question, it can lead to increased costs for staffing phone lines and ultimately result in customer churn. Research by Kate Leggett supports this claim and highlights the need to prioritize self-service options.

Tracking the Effectiveness of the Customer Support Funnel

To determine if a customer support funnel is working effectively, there are a few metrics that can be tracked.

Customer Effort Score (CES)

The Customer Effort Score (CES) measures the ease with which customers can handle their support issues. Customers are asked to rate their agreement with the statement, “The company made it easy for me to handle my issue,” on a scale of 1 to 7. While it may seem intuitive to make support interactions as easy as possible, an excessively high CES score may indicate that more customers are contacting the company for support rather than using self-service options. In such cases, customers should be directed to the knowledge base instead of defaulting to a low-value human interaction.

Self-Service Ratio

The self-service ratio is a metric that compares the number of customers who were able to help themselves with the number of customers who needed to contact a support agent. By making this a ratio, it accounts for the overall volume of customers seeking help. An increase in the self-service ratio indicates that more customers are successfully self-serving, which frees up support agents’ time for high-value interactions.

Improving the Customer Support Funnel

To improve the customer support funnel, it is essential to reduce the number of times customers need to contact the company for support. This can be achieved by encouraging and enabling customers to self-serve. Providing resources such as webinars, training sessions, proactive support, or in-person meetups can positively increase customers’ perception of the company and product. These high-value interactions help strengthen the customer relationship and improve customer satisfaction ratings.


In conclusion, a well-designed and optimized customer support funnel can significantly improve productivity and deliver a world-class customer experience. By prioritizing self-service options, companies can minimize high-effort interactions and free up support agents’ time for more valuable interactions. Tracking metrics such as Customer Effort Score and Self-Service Ratio can provide insights into the effectiveness of the customer support funnel. By continuously analyzing and optimizing these metrics, companies can ensure they are providing efficient and effective support to their customers.

For more information on customer support metrics and how to calculate them, check out our recently published support metrics guide. We would love to hear about your experience in setting up a customer support funnel and how you have optimized it for success. Feel free to share your insights in the comments section.

Learn more about Aircall – a leading provider of AI-powered customer support solutions.

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