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Measuring the Performance of Social Customer
Service
Thursday 24, 10am EST/3pm GMT
@conversocial
#SocialCS
Andrey Grigorye...
2
Conversocial is a cloud solution
that enables businesses to
manage social media as a large-
scale customer service chann...
3
Volumes
What it is:
Inbound volume — count of incoming messages on social channels
Response volume — count of responses ...
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 — a...
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...
8
Handling Time
What it is:
Handling Time (HT) — Amount of time agents spends processing an issue
Average Handling Time (A...
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: ...
10
Handling Time
Why it’s important:
Cross-channel comparison
Agent performance evaluation
Measure effect of process chang...
11
Sentiment
What it is:
Sentiment — qualitative assessment of customer satisfaction based on the tone and
content of mess...
12
Sentiment
@brand I am extremely annoyed
that my stuff has not arrived!
@customer let me look into that for you! Please
...
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...
15
Deflection
Why it’s important:
Social equivalent to First Contact Resolution; closely tied to customer satisfaction
Eff...
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/andrey...
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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 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.

Published in: Social Media, Business, Education
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Measuring the Performance of Social Customer Service

  1. 1. 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. 2. 2 Conversocial is a cloud solution that enables businesses to manage social media as a large- scale customer service channel
  3. 3. 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. 4. 4 Volumes Why it’s important: Makes other KPIs meaningful Understanding volatility Projections for resourcing #SocialCS
  5. 5. 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. 6. 6 Response Time & First Response Time #SocialCS
  7. 7. 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. 8. 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. 9. 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. 10. 10 Handling Time Why it’s important: Cross-channel comparison Agent performance evaluation Measure effect of process changes #SocialCS
  11. 11. 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. 12. 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. 13. 13 Sentiment Why it’s important: Measures efficacy of social customer care Contributes to ROI model #SocialCS
  14. 14. 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. 15. 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. 16. 16 Summing up — ‣ Volumes ‣ Response Time & First Response Time ‣ Handling Time ‣ Sentiment ‣ Deflection
  17. 17. 16 Further information: conversocial.com/resources
  18. 18. Thank you andrey@conversocial.com @conversocial #SocialCS Andrey Grigoryev Social Strategy Director linkedin.com/in/andreygrigoryev

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