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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
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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
#SocialCS
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Volumes
Why it’s important:
Makes other KPIs meaningful
Understanding volatility
Projections for resourcing
#SocialCS
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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
#SocialCS
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Response Time & First Response Time
#SocialCS
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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
#SocialCS
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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
#SocialCS
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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
#SocialCS
Issue
Issue
Issue
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Handling Time
Why it’s important:
Cross-channel comparison
Agent performance evaluation
Measure effect of process changes
#SocialCS
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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
#SocialCS
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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
#SocialCS
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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
#SocialCS
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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
#SocialCS
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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
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