How to Better Serve Your Customers Using Social Media Metrics


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Social media metrics are a customer care cheat sheet!

Captured your attention yet? Not yet?

Okay, maybe some statistics on just how important a good customer experience is to your brand will help to convince you just how important customer interactions can be.

According to ‘The 2011 Customer Experience Impact (CEI) Report’;

  • 86% of customers would pay more for a better customer experience
  • 89% of customers began doing business with a competitor after a bad customer experience and
  • 50% of customers give a brand a week to respond to a question before they take their business elsewhere

In a more recent survey in 2016, 84% of Consumers Expect Companies to Respond Within 24 hours After Posting on Social Media.

In short, customers want engaging experiences that develop into long lasting relationships with their brands of choice. When the relationship doesn’t go as well as it should, the breakup can be ugly.

Social media has a huge role to play in all of this because it can be used to foster a great relationship between a brand and a customer. The impact of social media is tremendous and with the reach it commands, serving customers on this platform makes it very critical. It can also be used to spread the word that a brand has provided a bad experience to a customer.

Social media metrics and serving customers

Regardless of the industry that you are in, the following social media metrics will be very helpful in letting you know how well you are serving your customers and how exactly you can improve:

  • Service Level Agreement Compliance

A service level agreement is a very useful metric for measuring how fast a company responds to a customer. In order to track this metric through social media, a company has to set a goal such as:

‘Respond to all Facebook messages within 3 hours’ or ‘Respond to Tweets in 1 hour.’

If a company is successful in doing this, then SLA compliance is at 100%. A company could also choose to add a level of proficiency to their monitoring and to their level of service care by adding a goal like,

‘Issue’s or queries raised by customers have to be resolved within 4 hours’

Figure 2: Serve customers better with social media analytics

  • Inbound Volume

This social media metric is a measure of the number of support related social media mentions received in a specific time-frame like a business day or an hour.

Inbound volume is a straightforward social media metric to measure:

  • A company’s ability to serve customers
  • Find out how customers are responding to specific initiatives or products.
  • Find out the customer’s feelings towards the company at a specific moment in time

Through inbound metrics, a company can choose to allocate more people to help resolve an issue that is currently trending and therefore better serve customers in real-time.

  • Customer Satisfaction Score

After a customer’s issue or query has been resolved, this metric is useful in rating the interaction and the whole experience. If a customer has a great satisfying experience, they will give the maximum rating of 5, while poor service will have a rating of 1.

A rating of 3 (neutral), or less should trigger follow up by customer service to find out what went wrong.

For example, through Twitter and other social media Customer Satisfaction Score metrics, a business can easily gauge how effective they are at effectively addressing issues and queries by tracking:

  • Performance of the customer care team individuals
  • Follow-up on customers who have given low customer satisfaction scores
  • Identify trends of underlying issues quickly and
  • Identify what patterns are present in satisfying or serving customers better. And so on.
  • Call Deflection

Through this metric, a company can gauge how well they are serving their customers by tracking how information they have created for social media is useful in preventing or deflecting issues in future.

In essence, call deflection is a measure of traffic on social media versus the number of calls received. The ratio shows the number of customer issues that have been resolved through information on the social media platform and without the customer having to make a call for help.

Examples of Social Media Call Deflection measurements that can be tracked include:

  • The number of replies, likes and messages received from information provided, compared to queries of a similar nature coming in through other channels like phone calls or visits to customer care centers
  • How often customers use social media customer care tools versus how often they email, call or use social media to engage a customer care Rep.

If the trend shows popularity of social in resolving issues as opposed to traditional customer service like email or personal visits to customer centers, then customers are being better served through social media. Resources can then be re-allocated accordingly to serve customers better. It is critical to keep a consolidated view of the metrics from social media through dashboards which can help you in figuring out action-items.

Wrap up

The easiest way to measure how well you are serving your customers is to simply ask them. Since social media is very interactive and immediate, it can be very useful in improving service to customers because customers do not shy away from letting companies know what they think about their service. Measuring these interactions and mentions can give companies a tangible way to measure how well they are serving their customers.


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