Using social media solely as a marketing tool is scary enough for many business leaders, but adding it as an element of customer service can be a daunting prospect. How do you know if you’re going in the right direction when it comes to adding social media to your contact center’s responsibilities? One way to frame the conversation is to take a page from famed management consultant Peter Drucker, who is quoted as saying “What gets measured gets improved.” Such a simple yet powerful idea. Conquering the brave new world of social customer service isn’t so scary when you break it down into measurable steps.
1. Reverse Engineer Your Success
It’s a whole lot easier to get to the finish line if you know where it is. So, the first step to improving your social customer care is figuring out exactly what it is that you want to improve. In a perfect world, what would your contact center look like? Is the staff focused on connecting with customers (i.e. the Zappos 10-hour customer service call), or are they more focused on quickly solving the problem and sending customers on their way? Defining your company values and setting realistic goals that will exemplify those values insures that your contact center is working toward something specific, something attainable.
2. Remember: Social Media Is Fast
For many customers who turn to social for their service needs, speed is the point. Consumers want an answer quickly and from a real person on the other end. In fact, 42% of consumers expect a response from your brand within 60 minutes of a mention.
But response time isn’t the only “speed” metric out there. Your team may also want to keep an eye on average handling time (AHT) to better understand how agents are spending their time with customers. If there are certain issues that consistently produce longer handling times, it may be that agents need a bit more training or that relevant information is too difficult to find.
Another great metric related to speed is “first contact resolution.” FCR lets your contact center leaders track, which issues tend to be resolved in the first contact with the customer. Leaders can identify patterns and share the efficient resolutions with the rest of the team in order to improve their handling of these simple issues.
3. Gauge Brand Sentiment
The goal of a good social media strategy isn’t only to respond to problems, it’s also to promote your brand. We know the old saying that all PR is good PR, but after seeing how social faux pas can demolish a brand’s credibility, you’d probably prefer to keep the conversation positive if at all possible. Adding context to the rest of your analysis by gauging brand sentiment can reveal specific pain points for your contact center and inform actions to ultimately improve customer satisfaction.
Seek Continuous Improvement
No contact center will ever be perfect. There will be social media crises, disgruntled customers and mistakes made by your team. These things are all but inevitable. However, constantly improving upon your contact center’s performance can help to curb some of the negative effects of those mishaps. HelpSocial’s Unified Reporting functionality can make the process of gathering and analyzing data, as well as creating actionable solutions, easy and customizable. No matter how lofty your company’s customer service goals, breaking them down and measuring improvement will help make those goals attainable.