What a revolution we’ve seen in social media over the last 5 years. There’s been a distinct move from seeing social media as purely a marketing channel, into what is now a vital social customer service channel.
With this in mind, we must start to understand the key social media reports and KPIs that we need to help deliver effective social customer care. To get us started here’s a list of 18 reports and KPIs that you must start tracking:
1. Buzz Volume
Here we’ve got to track the volume of social mentions that we receive, across multiple social channels. It’s essential to track Buzz in real time, so we can get an early indication of any spikes in social activity.
2. Channel Breakdown
Any modern brand should be operating across multiple social channels. Make sure you’re tracking activity across Twitter, Facebook and any other social profiles. A channel breakdown will let you identify the key conversations, across each channel.
3. Regional Breakdown
Once we have a social profile, we can not control ‘where’ our customers reach out to us from and potentially in which language. If you have a multi-national brand, make sure you’re tracking which country your customers are contacting you from and position your resource accordingly.
4. Keyword Tables
Make sure you set up keyword tables. These can help you understand more about the nature of your social media enquiries. Are your customers contacting you about delivery issues, payment problems or specific products? Through keyword tables you can better understand the voice of your customer (VoC).
5. Key Influencers
It doesn’t matter which industry sector you operate in, there are always key influencers that you need to track. Whether they are posting blogs or replying to tweets, make sure you are tracking and reporting on the activity of a subset of key individuals or social influencers.
6. Track Sentiment
Automated sentiment may have its limitations. But, tracking sentiment is still an important metric for brands to measure. The days of standard positive, negative and neutral sentiment should be behind us now, with brands looking to differentiate automated sentiment on a 1-10 scale for more meaningful feedback.
7. Agent Performance
Assuming we have a team of social customer service agents, we must start to analyse their workload. How many mentions have they been assigned, how many have they completed, what was their average time to answer and their performance against a defined SLA?
8. Team Performance
It is common now to see at least a marketing team and customer service team working across social channels. We need to be able to compare workload and performance across teams, often helping us more accurately define and forecast resource requirements.
9. Response Times
With ever increasing customer expectations across social channels, we must accurately measure the percentage of mentions responded to and the TTA (Time to Answer). Often, this depends on our ability to reduce social noise into relevancy.
10. Interaction Breakdown
Social customer service involves a range of interactions, from replies and direct messages, to tagging activity, retweets and follows. Make sure you are tracking all types of social interaction to better understand the workload of your teams and individual agents.
11. Resolution Breakdown
As with other contact channels, you should be tracking the resolution of each customer interaction. By its very nature, social media creates a lot of noise and this needs to be monitored. But, we also need to measure all types of resolution, with agents using the appropriate resolution codes.
12. Customer Satisfaction
As mentioned above, standard sentiment monitoring is important for marketing. But, we should be asking for and tracking customer satisfaction across social channels. Whether we ask for a simple 1-10 NPS rating or link to a survey, make sure you track by agent and monitor satisfaction levels closely.
Other Key Reports and MI
13. Publishing KPIs
Generally more important to marketing, but customer service should monitor these KPIs too. Monitoring how many like, shares, favourites, and retweets your posts receive will help customer service understand the top topics and key conversations going on in the social sphere.
14. Publishing Schedule
Paramount to resourcing is ensuring that customer service has visibility of marketing’s planned publishing schedule or calendar. If marketing are about to launch a new campaign or offer on social, we need to be aware of the potential impact on buzz volume and resource accordingly.
15. 24/7 Alerts
We know that it’s best practice to define your social media team’s working hours. However, if you can’t provide 24/7 support, make sure you at least make use of real time alerts or notifications. These can be triggered by a simple keyword or if a key influencer tweets about your brand.
16. Key Customers
Although social influence (or Klout) is still important, it is becoming more important to understand who your key customers are across social channels. Hook into your CRM and start to record the Twitter and Facebook IDs of your key customers so you can start to prioritise a response.
17. Data Overview
Having an overview of all your current social activity, across channels, can help a supervisor to really manage the distribution and prioritisation of mentions across a team of agents. During spikes, bulk actions are key to helping to manage noise and ensure priority items are dealt with effectively.
18. Audit Trail
Without a detailed audit trail you do not have full accountability for your social channel. Make sure that you have a record of every mention and every social interaction dealt with by your team, with related time/day stamp, agent name and associated notes.