Measuring the Performance of Social Customer Service

Measuring the Performance of Social Customer Service

Thursday 24, 10am EST/3pm GMT@conversocial#SocialCS

Andrey Grigoryev Social Strategy Director

linkedin.com/in/andreygrigoryev

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Conversocial is a cloud solution that enables businesses to manage social media as a large-scale customer service channel

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Volumes

What it is:

Inbound volume — count of incoming messages on social channels

Response volume — count of responses issued by brand

Volume by category — count of messages by interaction type

Case/conversation volume — count of groupings of messages pertaining to individual customer issues

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Volumes

Why it’s important:

Makes other KPIs meaningful

Understanding volatility

Projections for resourcing

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What it is:

Response Time — average time elapsed between all customer messages and agent replies

First Response Time — average time elapsed between initial customer messages and agent replies; compare with Average Speed of Answer (ASA) on traditional channels

Response Time & First Response Time

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Response Time & First Response Time

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Response Time & First Response Time

Why it’s important:

Key driver of customer satisfaction

Service Level Agreement (SLA)

Real-time resourcing decisions

Performance comparison in and out of operating hours

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Handling Time

What it is:

Handling Time (HT) — Amount of time agents spends processing an issue

Average Handling Time (AHT) — Average amount of time agents spend processing issues over a given period

Total Handling Time (THT) — Total time agents spend processing issues over a given time period

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Handling Time

A: 3 min B: 2 min A: 1 min C: 1 min A: 1 min B: 1 min

A

B

C

HT: 5 min

HT: 3 min

HT: 1 min

THT: 9 min

AHT: 3 min

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Issue

Issue

Issue

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Handling Time

Why it’s important:

Cross-channel comparison

Agent performance evaluation

Measure effect of process changes

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Sentiment

What it is:

Sentiment — qualitative assessment of customer satisfaction based on the tone and content of messages

Sentiment Conversion — change in sentiment as a result of brand interaction

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Sentiment

@brand I am extremely annoyed that my stuff has not arrived!

@customer let me look into that for you! Please DM me your member number. ^agent

Member No. 123456

Okay, looks like the order was lost in transit. A replacement is on the way with complimentary expedited delivery!

@brand thanks for the quick resolution!

#SocialCS

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Sentiment

Why it’s important:

Measures efficacy of social customer care

Contributes to ROI model

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Deflection

What is it?

Deflection rate — percent of issues received over social media that are not resolved in-channel, but moved to a 1:1 channel such as phone, email or chat

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Deflection

Why it’s important:

Social equivalent to First Contact Resolution; closely tied to customer satisfaction

Efficacy of operation in delivering in-channel resolution

Agent effectiveness on social

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Summing up —

‣ Volumes

‣ Response Time & First Response

Time

‣ Handling Time

‣ Sentiment

‣ Deflection

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Further information:

conversocial.com/resources

Thank you

[email protected]@conversocial#SocialCS

Andrey Grigoryev Social Strategy Director

linkedin.com/in/andreygrigoryev