A guide to prioritisation and categorisation in online customer service. When handling customer service through social channels, how do we decide which conversations to prioritise? By looking and the sentiment and the behaviour within various conversations, we can decide where to spend valuable time and effort.

1. Quick thinking in online
customer service
Community behaviour matrix
Clive Andrews - NixonMcInnes
Page 1 | Community behaviour matrix

2. Online customer service
How do we quickly prioritise all these different conversations?
I don’t know why I bother with Really disappointed with the
you lot!
late service.
Your prices seem way too high.
Good job on the new product. I
Don’t think I’ll be using you.
like the extra features.
When are you holding another Hi guys! Did you see the
big event like the last one?
football last night?
Remember me? Want to hear
another joke?
I’ve just got thephoned 3 weeks ago and
I new version.
What’s the weather like where Nice! How do I haven’t heard back!
set it up?
you are?
I hate you more that you can You’re a useless waste of
imagine. Go to hell.
space. Get another job!
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3. Two things to consider…
1. Consider the 2. Consider the level of
SENTIMENT of a CONSTRUCTIVENESS
person’s conversation around a person’s
BEHAVIOUR
• Is it POSITIVE or NEGATIVE? • Is the conversation
CONSTRUCTIVE or
• Does this person seem to like
UNCONSTRUCTIVE?
or dislike your brand or
organisation? • Does this conversation invite
input, is it helpful, is it relevant
or interesting? Or is it none of
these things?
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4. Community behaviour matrix
• Use SENTIMENT BEHAVIOUR
and BEHAVIOUR to
locate conversations
on this grid
• Let the categories
guide your
management and
prioritisation of each
SENTIMENT
conversation
• Decide how to deal
with CHATTER,
ADVOCACY,
AGGRESSION AND
CRITICISM
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5. Community behaviour matrix
BEHAVIOUR
Hi guys! Did you see the Good job on the new
football last night?
product. I like the extra
features.
SENTIMENT
Really disappointed with
the late service.
You’re a useless waste of
space. Get another job!
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6. Advocacy
Good job on the new product. I ADVOCACY
like the extra features.
When are you holding another • Conversations that are POSITIVE and
big event like the last one?
CONSTRUCTIVE are ADVOCACY
• Treated correctly, these conversations
can help you to build reputation and
loyalty
• Aim to maintain good relationships
I’ve just got the new version. with ADVOCATES
Nice! How do I set it up?
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7. Criticism
Really disappointed with the CRITICISM
late service.
Your prices seem way too high. • Conversations that are NEGATIVE but
Don’t think I’ll be using you.
are CONSTRUCTIVE are CRITICISM
• Listen sincerely, assist with problems
and be willing to accept feedback
• If you respond well, work on
relationships and demonstrate
I phoned 3 weeks ago and listening, CRITICS may be turned
haven’t heard back!
into ADVOCATES
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8. Aggression
I don’t know why I bother AGGRESSION
with you lot!
• Conversations that are NEGATIVE and
NOT CONSTRUCTIVE are
You’re a useless waste of AGGRESSION
space. Get another job!
• Despite initial anger, allow an
opportunity for these people to share
their thoughts with you
• Aim to move these conversations into
CRITICISM by asking for details or
I hate you more that you can further information
imagine. Go to hell.
• If, after being given a chance to
engage, aggression remains, time
and attention may be better spent on
other conversations
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9. Chatter
Hi guys! Did you see the CHATTER
football last night?
• Conversations that are POSITIVE but
Remember me? Want to hear
NOT CONSTRUCTIVE are CHATTER
another joke?
• Acknowledge friendly comments, but
be careful not to waste time
• Do your social media objectives
including cultivating a chatty, friendly
reputation? Perhaps allow more time
What’s the weather like where for CHATTER conversations
you are?
• Look for opportunities to switch to
ADVOCACY, by rewarding on-topic
discussion
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10. Who are NixonMcInnes?
• We are a social business consultancy
• We are a democratically-run team of strategists, technologists and
consultants who understand how the world is changing
• We help organisations adapt to the landscape of social business
• Through the NixonMcInnes Academy we offer training in social
customer service and other specialist skills
• We’re based in Brighton
• You can reach us on 01273 764010 or hello@nixonmcinnes.co.uk
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