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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

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Measuring the Performance of Social Customer Service

  • 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 Conversocial is a cloud solution that enables businesses to manage social media as a large- scale customer service channel
  • 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 Volumes Why it’s important: Makes other KPIs meaningful Understanding volatility Projections for resourcing #SocialCS
  • 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 Response Time & First Response Time #SocialCS
  • 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 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 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 Handling Time Why it’s important: Cross-channel comparison Agent performance evaluation Measure effect of process changes #SocialCS
  • 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 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 Sentiment Why it’s important: Measures efficacy of social customer care Contributes to ROI model #SocialCS
  • 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 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 Summing up — ‣ Volumes ‣ Response Time & First Response Time ‣ Handling Time ‣ Sentiment ‣ Deflection

Editor's Notes

  1. Welcome – Measuring the Performance of Social Customer Service We’re going to talk about key metrics that contact centers use to measure performance of their social CS teams. Tweet questions to: #SocialCS I am your presenter - Andrey Grigoryev - Social Strategy Director, with Conversocial coming onto 8 months - Help companies develop their social customer service strategy, workflows, processes, and train agents and maximize efficiency - Coming From Hertz, where I was actually a client of Conversocial for about 1.5 year - Built out the social customer service program there from scratch to a 24/7 operation - Now bringing that experience to bear for other clients - Apologize for the absolutely ridiculous photo
  2. A bit about Conversocial - who we are, what we do, and what makes us qualified to speak on the subject of social customer service metrics Conversocial is a cloud solution that enables businesses to manage social media as a standard, large-scale customer service channel What we are going to cover in today’s webinar: Why measure Key measures -Volumes -Response Time & First Response Time -Handling Time -Sentiment -Deflection 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.
  3. Obvious but very important Inbound volume — important to understand big picture, and for calculating percent of customer service issues from total Response volume — same as above - need to understand Volume by category — category broadly (cs vs engagement, marketing, pr) and category within CS - Case/conversation volume — count of groupings of messages pertaining to individual customer issues 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...
  4. Inbound volume — important to understand big picture, and for calculating percent of customer service issues from total Response volume — same as above - need to understand Volume by category — category broadly (cs vs engagement, marketing, pr) and category within CS - Case/conversation volume — count of groupings of messages pertaining to individual customer issues but critical to making proper sense out o the other metrics that we will be discussing next... like RT, FRT, AHT
  5. Important to monitor in real-time
  6. Handling time includes all activity - reading issue, tagging, marking sentiment, looking up customer account info, drafting response, close-out notes & activity 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.) Important to monitor AHT by tag/category - AHT for CS vs. non-CS issues for example
  7. - compare across channels - ROI- benchmark & evaluate agents against  - determine effect of process changes ex:   - new layer of tagging (ex: location)  - approval workflow (?)  - leave notes /make logs info CRM (?) (marketing wants to know who reached out on Twitter)  - CRM integration efficiency
  8. - Efficacy of operation in delivering in-channel resolution Is social an effective channel for CS for your company - Agent effectiveness on social
  9. Download the definitive guide for a comprehensive overview of social CS
  10. To find out more go to www.conversocial.com/resources The recording will be with tomorrow.