It’s likely you’ve implemented some type of social customer care as the integrated marketing solutions arm of your overarching strategy. After all, social media has become an important tool in which both customers and companies use to communicate with brands.
According to a report from Aberdeen Group, companies with social care programs outperform companies that don’t have a similar program. What’s more, companies with social care programs boast a 5.6 percent increase in first-contact resolutions, a 6.5 percent increase in agent productivity and a 17.5 percent increase in SLA attainment.
Simply implementing a social strategy, however, isn’t enough to see real improvements in your quality of customer care. Companies must monitor and measure their program’s success by identifying key social customer care metrics. Below are various metrics that businesses should be keeping an eye on to ensure that their social customer care strategy is a success:
- Cost of transaction: What’s the actual cost of servicing a customer via social media compared to the telephone? Many companies make the mistake of not measuring the transaction cost. However, it’s important that you measure this metric to ensure that your strategy remains cost effective for your business.
- Communicator efficiency: Chances are you already measure Communicator’s time to respond on standard calls, but are you doing the same for social? Many studies have found that customers expect brands to respond to their inquiry within at least 30 minutes. It’s important that you’re measuring your employees’ time to respond to ensure that they are meeting customer expectations.
- Inbound volume: Another key social customer care metric to measure is inbound volume, or the number of incoming messages on all social media channels. Collecting this data will help you understand the bigger picture and better allocate resources. For example, if you’re getting more social media inquiries than traditional call inquires, you might want to give your social media channels some more man power.
Managing an effective social customer care strategy isn’t easy, but when done right you can facilitate more meaningful connections with your consumers.
Steve Brubaker began his career at InfoCision in 1985. In his current role as Chief of Staff and as a member of the Executive Team, he is responsible for HR, internal and external communications, and manages the company’s legal and compliance departments. Brubaker is a member of a number of professional organizations, including the DMA, SOCAP, and PACE. He also donates his time to serve on several university boards, including the Executive Advisory Board for The Taylor Institute for Direct Marketing at The University of Akron and The University of Akron Foundation Board. He is a frequent speaker for national events and has also been honored with a number of awards and recognitions for his contributions to the call center industry.