The metrics that prove ROI
Response time
Your team's speed to the first message. Aim for under 2 minutes. Every minute of wait time loses customers. Track this weekly.
Resolution rate
What % of chats end with a solution (not just a redirect to email)? Target 70%+. This measures real support value.
Customer satisfaction (CSAT)
Ask at the end of each chat: "Was this helpful?" Track yes/no. You want 80%+. If you're below 70%, response time or knowledge is the blocker.
Conversion rate (for sales)
On pricing pages with chat: track conversion before and after. You should see 10–20% lift on pages with proactive chat.
Cost per resolution
Hourly agent cost ÷ chats per hour = cost per chat. Compare to email support cost. Chat should be 30–50% cheaper because it's synchronous.
Vanity metrics to ignore
- Total chats: More chats ≠ better. Quality matters. 10 fast resolutions beat 20 redirects.
- Chat volume: Same issue. Only matters relative to satisfaction and revenue impact.
- Active users: Ego metric. Real question: are they actually solving problems?
- Avg chat length: Short chats are often better (fast answer). Long chats can mean confusion.
A dashboard in 5 minutes
Pull these 5 metrics from your chat system weekly:
1. Average response time
2. % Resolved in chat
3. Customer satisfaction
4. Cost per resolution
5. Conversion lift on chat pages
Track them for 4 weeks. You'll see the pattern. Adjust staffing or training based on what drops below target.