In the past, social customer service was new and relatively unknown. However, this mindset has changed and it is now essential that brands are able to understand and quantify the impact of their social customer service operations. But successful measurement models still present a number of unique challenges for companies. This bite-sized 20-minute webinar will provide best practice on how to create a successful social customer service measurement strategy.

1. Measuring the Performance of Social Customer
Service
Thursday 24, 10am EST/3pm GMT
@conversocial
#SocialCS
Andrey Grigoryev
Social Strategy Director
linkedin.com/in/andreygrigoryev

2. 2
Conversocial is a cloud solution
that enables businesses to
manage social media as a large-
scale customer service channel

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Volumes
What it is:
Inbound volume — count of incoming messages on social channels
Response volume — count of responses issued by brand
Volume by category — count of messages by interaction type
Case/conversation volume — count of groupings of messages pertaining to individual
customer issues
#SocialCS

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Volumes
Why it’s important:
Makes other KPIs meaningful
Understanding volatility
Projections for resourcing
#SocialCS

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What it is:
Response Time — average time elapsed between all customer messages and agent
replies
First Response Time — average time elapsed between initial customer messages and
agent replies; compare with Average Speed of Answer (ASA) on traditional channels
Response Time & First Response Time
#SocialCS

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Response Time & First Response Time
#SocialCS

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Response Time & First Response Time
Why it’s important:
Key driver of customer satisfaction
Service Level Agreement (SLA)
Real-time resourcing decisions
Performance comparison in and out of operating hours
#SocialCS

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Handling Time
What it is:
Handling Time (HT) — Amount of time agents spends processing an issue
Average Handling Time (AHT) — Average amount of time agents spend processing
issues over a given period
Total Handling Time (THT) — Total time agents spend processing issues over a
given time period
#SocialCS

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Handling Time
A: 3 min B: 2 min A: 1 min C: 1 min A: 1 min B: 1 min
A
B
C
HT: 5 min
HT: 3 min
HT: 1 min
THT: 9 min
AHT: 3 min
#SocialCS
Issue
Issue
Issue

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Handling Time
Why it’s important:
Cross-channel comparison
Agent performance evaluation
Measure effect of process changes
#SocialCS

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Sentiment
What it is:
Sentiment — qualitative assessment of customer satisfaction based on the tone and
content of messages
Sentiment Conversion — change in sentiment as a result of brand interaction
#SocialCS

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Sentiment
@brand I am extremely annoyed
that my stuff has not arrived!
@customer let me look into that for you! Please
DM me your member number. ^agent
Member No. 123456
Okay, looks like the order was lost in transit. A
replacement is on the way with complimentary
expedited delivery!
@brand thanks for the quick resolution!
#SocialCS

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Sentiment
Why it’s important:
Measures efficacy of social customer care
Contributes to ROI model
#SocialCS

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Deflection
What is it?
Deflection rate — percent of issues received over social media that are not resolved in-
channel, but moved to a 1:1 channel such as phone, email or chat
#SocialCS

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Deflection
Why it’s important:
Social equivalent to First Contact Resolution; closely tied to customer satisfaction
Efficacy of operation in delivering in-channel resolution
Agent effectiveness on social
#SocialCS

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Summing up —
‣ Volumes
‣ Response Time & First Response Time
‣ Handling Time
‣ Sentiment
‣ Deflection

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Further information:
conversocial.com/resources

18. Thank you
andrey@conversocial.com
@conversocial
#SocialCS
Andrey Grigoryev
Social Strategy Director
linkedin.com/in/andreygrigoryev