While you might not have a dedicated social media customer service team, it's becoming more important to have dedicated reps assigned to answering questions that come in through social media messaging.
Why? Well, because 45% of customers are now predicting that digital channels will be their primary way of contacting brands in the future, meaning social media messaging is going to continue to grow.
However, you might be thinking, "Once I have some reps dedicated to social media customer support, how can I measure the success of social media customer care?"
Of course, through tracking and measuring KPIs. You'll want to know how many people are reaching out via social media and how effectively you're meeting their needs.
Let's dive into the key metrics to track to measure your service team's social media messaging success.
Social Media Customer Service Messaging Metrics
Social media customer satisfaction score.
Social media Net Promoter Score.
Average response time.
1. Issues solved.
At HubSpot, our social media support team is composed of individual reps across a large number of teams and offices who also work on regular support channels. The project lead, who handles training and reporting, tracks how many issues are solved.
Ben Lawlor, a Principal Customer Support Specialist at HubSpot, who worked on Twitter support for a year, says, "The communication was quite reactionary and success was related to whether we could get the issue solved for the customer either in Twitter replies or DMs."
While it might sound obvious, the best way to measure this is through tracking your success against your goals.
For example, you might have a goal of responding to all social media messages within a certain time frame. Or, like at HubSpot, you might have a goal of handling customer complaints directly in your messaging platform, instead of needing to move the communication to another channel. Again, this is something you'll track against your goals.
Think about things like how long it takes to fix a customer issue, how long it takes to reply to a message, how many issues are solved on social media, etc.
2. Social media customer satisfaction score.
Tracking success on social media messaging isn't that different from tracking the success of your other support channels like phone, email, or live chat. The only difference is that you'll specifically want to separate the reporting. This means looking at the scores for people who are giving customer satisfaction scores on social media as opposed to customer satisfaction in general.
To do this, you can send specific customer satisfaction surveys for those that have resolved an issue on a social media messaging platform, like Twitter or Instagram.
The survey works the same way -- you'll get a score for how satisfied your customers are with their social media support. You can automate this process, and send surveys via direct message once an issue is solved on social media.
3. Social media Net Promoter Score (NPS).
Similar to measuring social media customer satisfaction, it's important to track the specific Net Promoter Score (NPS) for those who have solved an issue on social media.
The survey will work the same, and you can send an automated NPS survey to those who have messaged your social media for customer support.
It's always smart to be specific with your metrics and success tracking. Are people who use your social media support more likely to recommend your company to a friend than those who call the call center? Keep track of this by separating your NPS surveys and then combining them to see the overall satisfaction of your customers. This will help you see trends and strategize for the future.
4. Inbound messages.
Another way to measure the success of your social media customer service is to look at the number of inbound messages. How often do people use social media tools to reach out versus calling or emailing? How many messages or DMs does your company get in a day? This will help you keep tabs on your social media customer service and keep your team properly staffed.
Additionally, you can use call deflection strategies to encourage customers to reach out on social media instead of calling. For instance, you can have a phone recording when customers call saying your social media support team responds within 5 minutes and they'll get a quicker response if they reach out on messaging platforms. Then, you can track how many calls you deflected with that message to social media customer support.
5. Average response time.
We briefly mentioned this, but it's worth repeating -- average response time is a major metric and goal that social media support teams should use. You want to know how long it takes for a rep to respond to a customer message on social media and how long it takes to solve the issue.
Ultimately, this will help you keep track of reply wait times, time to first response, and resolution rates of your social media support inquiries. This is important because 79% of consumers expect a response within 24 hours of reaching out to a brand on social media, and 40% expect a response within an hour.
6. Customer sentiment.
An excellent way to track your social media support team success is through customer sentiment. This is a metric that many social media tools keep track of based on mentions and conversations online.
Ultimately, if you provide poor customer support on social media, you'll receive negative mentions. And vice versa. The better support, the more positive mentions. That's why you should look at customer sentiment and have goals around improving customer sentiment on social media.
While you might not need to have a dedicated social media customer support team, it's still important to measure and track the success of your social media messaging support. Tracking success will help you strategize and decide how to use your social media support team in the future as digital channels become a primary way for customers to reach out to a company.
Originally published Sep 29, 2021 8:00:00 AM, updated September 29 2021