Most executives are aware by now that having a solid social media presence can be advantageous for their companies. Customers want engagement from the brands they support and expect a fluid and consistent customer experience. In other words, if you expect a customer to be loyal to your company, you need to respect the relationship and offer open and quick communication. In his recent article, Mohammad Farooq offers the following four social media metrics that help your brand’s social media customer experience.
1) Service Level Agreement Compliance
This metric is established by creating specific goals for how fast you respond to social media inquiries. An example of this would be to have a set goal that all social media messages must be responded to in less than three hours. This creates a goal that’s easy to track and determine whether or not your company is responding up to its standards.
2) Inbound Volume
Tracking how many social media mentions per day/hour can help your company determine how well it’s serving your customers and how your customers feel about your brand. Tracking this metric enables you to designate an appropriate number of agents to better serve the most customers possible.
3) Customer Satisfaction Score
Implementing a satisfaction rating system helps determine the effectiveness of your social media customer experience. Customers can rate their issue resolution on a scale of 1-5 (1 being the worst, 5 being the best) and these ratings can help companies determine the performance of individual agents, trends of service or product issues, and patterns of positive customer experience. A rating system can also help you company follow-up with customers who have given poor scores to help repair any negative experiences.
4) Call Deflection
Measuring traffic on social media vs. calls received will lend insight into how well your social media customer service is aiding customers by providing information that helps the customer without them having to call your company for further assistance. This metric can be tracked through viewing how often customers request help via social media compared to how often they request help via phone call or email. If the amount of phone inquiries drops while your social media popularity rises, you may be viewing how successfully your social media presence is serving your customers.
This blog post is based on an article from CustomerThink. To read the original article, please click the link below:
How to Better Serve Your Customers Using Social Media Metrics – Mohammad Farooq
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