What to look for in Social Media Customer Support ? metrics and ...

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Social customer service is rapidly becoming the new, critical channel to drive satisfaction and loyalty. Organizations are at different stages of maturity of their social care programs. Some are only listening to customers via social media using ?voice of the customer? information to improve marketing, products and support. Others are regularly engaging with customers and realizing positive outcomes including reduced contacts into other support channels. Almost all organizations, however, struggle with measuring the impact of social customer service on important business metrics.

Channel Redirection Makes it Interesting

However, channel redirection presents a whole new set of issues with collecting metrics. How do you accurately measure performance when conversations are bouncing around a multi-channel support environment? Additionally, if companies allow agents to up-sell and cross-sell, then how do you track revenue associated with social care? How do you measure customer satisfaction when agents from different channels are involved?Ideally, customer questions are addressed in the social channel of origin. A dilemma arises when customer issues are too complex or sensitive to solve in the channel of original contact. In these situations, agents should request to move the conversation to a more secure or private channel, such as chat or voice. We call this ?channel redirection? and it does have its benefits: customers get quicker resolution to their complex problems, while companies route customers to agents with the right skills. It?s still a win for both sides.

Fortunately, technology plays a key role in solving these issues. Many popular social care solutions are available to extract, analyze and present performance data?but it?s still early. Our next white paper will compare the features and benefits of these solutions

Metrics for Running an Effective Social Care Program

The purpose of an effective metrics framework is to ensure that the social care program is achieving its business goals and objectives. Metrics should also ensure personnel are achieving their potential and that operations are efficient. Traditional social media metrics, such as ?likes? and ?followers,? are good for measuring top-of-the-funnel activities but will not necessarily correlate to a successful social care program grounded in business goals.

Since social care is a new contact channel in a multi-channel service strategy, the key performance indicators should complement established contact center metrics. In this section, we divide social care metrics into three categories that intuitively integrate with a service dashboard:

1. Service measures
2. Quality measures
3. Effectiveness measures

We provide an extensive list of metrics, but in day-to-day operations, most organizations would not want, or be able to track all of them. Part of the challenge in launching a social care program is determining which metrics are important to measure success. With the guidance presented here, making those decisions becomes easier.

Source: http://www.multilingual-bpo.com/what-to-look-for-in-social-media-customer-support-metrics-and-channel-redirection/

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