How to measure repetitive customer questions

Choose a sample of recent enquiries

Review recent emails, chats, form submissions and call notes. Include ordinary weeks and busy periods where possible. Remove personal details and record what each customer wanted to know, rather than copying whole messages.

Group questions about the same thing

Customers may ask the same question in different ways. 'Where is my certificate?', 'When do certificates arrive?' and 'Can I download proof of completion?' could sit under one topic about getting a certificate. Keep any differences that affect the answer.

• Name each topic in plain customer language.
• Count how often each question comes up and where customers ask it.
• Mark whether a published, current answer already exists.
• Separate general guidance from questions that require an individual decision.

Choose questions you can answer clearly

Start with common questions that take your team time and have clear answers that rarely change. Some frequent questions still need a person to check an account or make a decision. A less common question with a clear published answer may be easier to help visitors with online.

Check what happens after each answer

Count answers based on approved content, questions the assistant could not answer, visitor ratings and clicks on your contact link separately. A visitor who stops typing has not necessarily had their question answered. Check which source the assistant used and whether that information needs updating.