Measuring the Performance of Social Customer Service
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Measuring the Performance of Social Customer Service

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In the past, social customer service was new and relatively unknown. However, this mindset has changed and it is now essential that brands are able to understand and quantify the impact of their ...

In the past, social customer service was new and relatively unknown. However, this mindset has changed and it is now essential that brands are able to understand and quantify the impact of their social customer service operations.

But successful measurement models still present a number of unique challenges for companies. This bite-sized 20-minute webinar will provide best practice on how to create a successful social customer service measurement strategy.

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  • Welcome – Measuring the Performance of Social Customer Service <br /> We’re going to talk about key metrics that contact centers use to measure performance of their social CS teams. <br /> Tweet questions to: #SocialCS <br /> I am your presenter - Andrey Grigoryev <br /> - Social Strategy Director, with Conversocial coming onto 8 months <br /> - Help companies develop their social customer service strategy, workflows, processes, and train agents and maximize efficiency <br /> - Coming From Hertz, where I was actually a client of Conversocial for about 1.5 year <br /> - Built out the social customer service program there from scratch to a 24/7 operation <br /> - Now bringing that experience to bear for other clients <br /> - Apologize for the absolutely ridiculous photo <br />
  • A bit about Conversocial <br /> - who we are, what we do, and what makes us qualified to speak on the subject of social customer service metrics <br /> Conversocial is a cloud solution that enables businesses to manage social media as a standard, large-scale customer service channel <br /> What we are going to cover in today’s webinar: <br /> Why measure <br /> Key measures <br /> -Volumes <br /> -Response Time & First Response Time <br /> -Handling Time <br /> -Sentiment <br /> -Deflection <br /> Throughout I will highlight metrics that can be compared to traditional channels – as well as make recommendations for how you can use the metrics to drive change. <br />
  • Obvious but very important <br /> Inbound volume — important to understand big picture, and for calculating percent of customer service issues from total <br /> Response volume — same as above - need to understand <br /> Volume by category — category broadly (cs vs engagement, marketing, pr) and category within CS - <br /> Case/conversation volume — count of groupings of messages pertaining to individual customer issues <br /> Not KPIs on their own - because you can’t control these (unless failing to respond to everything - in which case response volume is KPI) - but critical to making proper sense out o the other metrics that we will be discussing next... <br />
  • Inbound volume — important to understand big picture, and for calculating percent of customer service issues from total <br /> Response volume — same as above - need to understand <br /> Volume by category — category broadly (cs vs engagement, marketing, pr) and category within CS - <br /> Case/conversation volume — count of groupings of messages pertaining to individual customer issues <br /> but critical to making proper sense out o the other metrics that we will be discussing next... like RT, FRT, AHT <br />
  • Important to monitor in real-time <br />
  • Handling time includes all activity - reading issue, tagging, marking sentiment, looking up customer account info, drafting response, close-out notes & activity <br /> AHT - can be agent AHT or team AHT - if multiple agents can handle same issue (i.e. not re-routed, or frequent shift changes, assignments, etc.) <br /> Important to monitor AHT by tag/category - AHT for CS vs. non-CS issues for example <br />
  • - compare across channels <br /> - ROI- benchmark & evaluate agents against  <br /> - determine effect of process changes <br /> ex:   <br /> - new layer of tagging (ex: location)  <br /> - approval workflow (?)  <br /> - leave notes /make logs info CRM (?) (marketing wants to know who reached out on Twitter)  <br /> - CRM integration efficiency <br />
  • - Efficacy of operation in delivering in-channel resolution <br /> Is social an effective channel for CS for your company <br /> - Agent effectiveness on social <br />
  • Download the definitive guide for a comprehensive overview of social CS <br />
  • To find out more go to www.conversocial.com/resources <br /> The recording will be with tomorrow. <br />

Measuring the Performance of Social Customer Service Measuring the Performance of Social Customer Service Presentation Transcript

  • Measuring the Performance of Social Customer Service Thursday 24, 10am EST/3pm GMT @conversocial #SocialCS Andrey Grigoryev Social Strategy Director linkedin.com/in/andreygrigoryev
  • 2 Conversocial is a cloud solution that enables businesses to manage social media as a large- scale customer service channel
  • 3 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 #SocialCS
  • 4 Volumes Why it’s important: Makes other KPIs meaningful Understanding volatility Projections for resourcing #SocialCS
  • 5 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 #SocialCS
  • 6 Response Time & First Response Time #SocialCS
  • 7 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 #SocialCS
  • 8 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 #SocialCS
  • 9 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 #SocialCS Issue Issue Issue
  • 10 Handling Time Why it’s important: Cross-channel comparison Agent performance evaluation Measure effect of process changes #SocialCS
  • 11 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 #SocialCS
  • 12 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
  • 13 Sentiment Why it’s important: Measures efficacy of social customer care Contributes to ROI model #SocialCS
  • 14 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 #SocialCS
  • 15 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 #SocialCS
  • 16 Summing up — ‣ Volumes ‣ Response Time & First Response Time ‣ Handling Time ‣ Sentiment ‣ Deflection
  • 16 Further information: conversocial.com/resources
  • Thank you andrey@conversocial.com @conversocial #SocialCS Andrey Grigoryev Social Strategy Director linkedin.com/in/andreygrigoryev