Bitesize - The Definitive Guide to Social Customer Service: Part 9/10
Here's part nine from the series of bitesize posts from our 'Definitive Guide to Social Customer Service', a practical handbook for executing a Social Customer Service program from the ground up. You can download the guide in full here.
For social customer service to get serious, that means one thing. Measurements. Taking your team and their service to the highest level means you need to know how to understand your performance and improve on it. Responsiveness and contact resolution are the best ways to understand how your team is handling the flurry of social customer queries.
- Be as quick as possible. It sounds simple, but response time should be a continuous target you’re looking to improve upon. When delivering customer service, it’s important to be speedy – and this rings strongest for fast paced social media. You need to catch up with your customers.
- Decide on your availability hours. Can you offer a 24-hour service, or just a standard 9 to 5pm? If you track when our customers are writing in most, you can determine when social customer service representatives are most needed.
- Determine how quick your responses should be. Whatever response time you think is feasible, stick to it consistently. You should aim to answer 80% of your messages within that time, and as soon as you’re over-achieving, improve the target.
- Be consistent with answering messages. If you’re going to deliver social customer service to some of your customers, then you must offer it to all of them. You can’t pick and choose who to respond to as your favouritism will be seen by all of your customers and create new discontent. Targets should be set to answer 100% of all customer service issues brought to you through social media.
- Formulate a clear way to identify customer service issues. Companies should be keeping track of how many queries their team is answering, and what they are about. This can be done in Conversocial through the use of tags to categorise messages. To really get a picture of performance at contact resolution, keeping track of the percentage of real issues that get a response is essential in this multi-purpose space. Not every tweet is a ticket.
Evaluate responsiveness agent by agent.
Social customer service is just like any other customer-facing operation. Continual training is important, and you need to know how well each of your team members is doing. Review the average response times achieved by each of your agents, and compare these against the team as a whole and your target SLA. By determining which staff members are falling behind, it gives a better idea of where you can improve training efforts and find any holes within your processes.
What kinds of targets do you think are achievable for a new social customer service team? We’re interested to hear your opinions in the comments below.
Got any suggestions for what you’d like to hear from us? Send your thoughts to firstname.lastname@example.org or @Conversocial. We’re always looking for new ideas.