To ensure employees are adhering to your small business’ policies regarding customer service interactions, perform periodic customer service audits. This may take the form of experiencing an actual customer interaction, approaching customers after their interactions with your employees, or following up with employees to ensure certain criteria were met. With all three methods, data should be collected and tracked over time to establish a precedent for improvement. An audit of customer service can be used to develop customer service metrics. Common discoveries can include the amount of time required to make first contact, the number of resolutions from each employee, and the number of customer cases submitted. Knowing about your company’s customer interactions can be useful in developing brand awareness, first impressions, overall shopping experiences, and willingness to repeat business with you. The information gathered from a customer experience audit can also be useful to monitor the backlog of customer contacts. The items that have not yet been resolved should also be audited to ensure each customer is assisted in a reasonable amount of time. In addition, this log can be used to perform audits on customer churn, those customers who have decided to no longer perform business with you. By knowing why your customers are departing, your customer interactions can be strategically altered to pacify any general concerns.