Loading ...
Servicing Customers Socially

Social CRM Metrics You Need to Measure

You might be doing a lot of activities on social media, including social crm, but how do you know whether you are doing it right or not. Therefore, you need to measure your performance by keeping track of various metrics. Numbers are the only proof you will have in the end, to prove your success or for that matter even defend your failure.

Social care is crucial and as much as you like to keep track of how your social campaigns are performing, your social care needs to be measured as well. The trick here is, are there any measurable metrics to an action which includes conversations and talking with your customers. If yes, are these metrics qualitative or quantitative metrics. The answer is both.

Here’s a list of social care metrics you can keep track of, to understand how your team is performing and how is your brand faring on social.

1. Buzz calculator: Find out what people are talking about you by keeping an eye on the comments section from your various social posts, blogs, review sites and other mentions. This helps you understand the quantity of interactions on your posts, the kind of posts that are engaging customers more and determining the time of content posting which works best for you.

2. Number of complaints/queries: This is related to your buzz calculation. From the buzz around your brand, filter out the general conversations and unrelated mentions. This will leave you with only the complaints and queries, allowing you to further segregate them based on types of complaints/queries, time of message received, understanding trends and more.

3. Average response time: This is the average of response time for cumulative responses made during a given time frame. This helps you understand how long are your customers waiting for a solution, what are the kind of complaints which require more time and the kind of cases which are reaching faster closure compared to others. It also helps you understand which agent is performing the best in comparison to the rest.

4. Average first response time: This represents the time taken to provide an acknowledgement to a customer for the first time after a new complaint/query has been raised. Many brands today have opted for AI driven auto response models which help in reducing the time lag between understanding the concern of the customer and providing a solution.

5. Average case handling time: This metric is used to understand how much time your agents are spending, on resolving each case (on an average). Measuring your agents based on this criterion will lead to both good and bad effects. Good considering the increased effort by agents to reduce the time taken in providing resolution, and bad considering the approach taken to resolve issues. However, all said and done, shorter the time taken to resolve a case better is your team’s performance.

6. Backlog count: As much as you would like to keep your complaint’s slate clean, few instances are out of control. Backlogs are the complaints/queries which have received a first response but providing resolution for the same has/is taking longer than the promised SLA. This occurs due to several reasons, such as lesser man force compared to the number of complaints/queries, unwarranted increase in message inflow, negative PR outrage and more. Situations like these can help brands understand stressful situations and prepare for the worst by either increasing team size, incorporating predictive analysis and structured case handling guidelines during campaigns or ad releases.

7. Average Resolution Rate: This metric is in comparison to the total complaints/queries received by your brand. It incorporates the total number of cases which have received an actual resolution and not been closed abruptly or left alone for future resolution (backlog), after the first response.

8. Customer Satisfaction Score: Measuring your customer satisfaction score from time to time is extremely important, to understand whether your social CRM strategy is working or needs to be changed. This can be calculated in multiple ways. Manually picking out the positive responses from a list of conversations. This can also be measured by sending out surveys at the end of every conversation asking the customer to rate their experience on a scale of 1 to 10 or great to very bad. Surveys can also be sent out on a quarterly basis through emails. These surveys can further be used to calculate the customer satisfaction score for your brand.

9. First Response Resolution Rate: This works especially for queries, where resolution can be provided in the first response and the case is closed. It can also be used in the case of few complaints, where resolution can be provided online without a call/email/field visit intervention. This metric helps understand the cases which can be closed at first response and the cases which can’t be closed. Maximum closure at first response is what all brands strive to achieve, considering its impact on your improving customer satisfaction score.

10. Average Replies Per Ticket: Different customer queries and complaints require varied responses. Some customers wish to elongate an issue and rant about it while others stay calm and wait for the resolution. However, determining how many replies every query/complaint receives on an average, helps a brand design their response strategy. It also helps identify pain areas during response management which can be worked upon to achieve faster response time.

Bonus: Qualitative Analysis:
Conducting a timely qualitative analysis of the messages, helps you understand the types of complaints that you are receiving. This helps devise strategies and content around how to tackle different complaints after measuring its urgency and the effect it can cause. I also let’s you understand your customer base and prospects helping with your marketing endeavors. If you aren’t already measuring the above, you are definitely missing out on optimising your team’s potential.