During Social Fresh West earlier this year I had an opportunity to present on how brands can more effectively use data to inform customer service efforts. Brands like Samsung, Comcast, Bank of America, Zappos, Delta and many others have improved customer satisfaction over the last several years by making themselves available to questions and complaints being posted online. Those same brands are measuring their efforts in very interesting ways. Those metrics run the gamut from traditional customer service metrics like resolution rate and time to metrics that may be more focused on the social channel itself like sentiment. While there is variability from brand-to-brand on how the social customer service programs are executed, there are two common characteristics worth highlighting.
- Business Metrics — Tracking metrics like sentiment and resolution rate are fine, and definitely needed to gauge the performance of a social customer service program. However, what is most critical is tracking how likely the person raising the issue is to recommend the brand to a family member/friend/colleague, and how likely they are to work with the brand again. The brands who actively manage social customer service programs track these metrics religiously.
- Constantly using data — The best brands use data to inform home base for the social customer service program, and then are constantly looking at the types of questions and complaints people are raising in order to maximize the program’s effectiveness. It isn’t as simple as putting up the outpost, and then measuring periodically. It’s critical to be gathering data in real-time, feeding insights derived from the data back into the team executing the program and then taking action on those learnings. It’s not dissimilar to any other digital marketing campaign in that way.
If you want to check out my presentation on this subject to the Social Fresh audience I have included it below. Also below is a short video of me describing the talk in some more detail. Hope you enjoy it!