Using social customer care data to improve revenue

10 April 2017 by Anita Matthews

Use social customer care data to monitor and track performance

Customer service data should be at the centre of your strategy and decision making whether you are a multi-national enterprise or a small business.  Social customer care data in particular can provide a host of valuable information to answer key business questions such as ‘How can I improve customer satisfaction?’ or 'How can I improve business performance?' It will provide useful insights into how well you are delivering customer service on social media.

However according to Incite Group 64% of businesses are not measuring the impact of their social activities and valuable data is going unused.

Social customer care data can provide you with important insights, to improve business performance. It can identify gaps in your customer care programme and help discover when to upsell in the sales cycle.

Learn more about customers

Use social customer care data to learn more about what customers need from your products and services both now and in the future.  Social data can also highlight what their expectations are and whether they are being met.

Gauge happiness levels using a satisfaction survey such as Twitter Customer Feedback.  Use it post-interaction to gather information about channel preference and satisfaction. Some customer service apps like Sentiment will have this functionality integrated so it’s quick and easy for agents to do.

Companies that prioritise customer experience generate 60% higher profits than their competitors.

Highlight key issues

Analysis of social customer care data can often highlight operational issues which are impacting the customer experience. If you don’t know about it, you can’t fix the issue.

It can tell you about your peak volumes, when you have the most incoming messages and therefore may need additional staff available to respond.

It’s also a quick way to get feedback on new products or product line changes. Pret used social media to get feedback on their new sandwich range.

Pret feedback

Benchmark response times

How quickly are your team responding? Analyse your social customer care data to look at ways you can improve this without necessarily needing more agents.  Using smart workflows and automations can take away some of the heavy lifting for your social team and improve the speed of their replies.

Does this correlate with an increase in volume of social messages? Once customers notice a business responds to social messages they will see social as an easy contact channel and volume is likely to increase. This can be beneficial as social tends to have a lower cost to serve than many other channels.

Customer service on Twitter often costs 80% less per interaction than a phone call (Twitter)

In the short term however large volume spikes can be difficult for teams to manage.  Use agent activity data to efficiently resource shifts and ensure you have the right number of agents available to respond to customers promptly.  Ignoring customers on social is costly.

Not answering customers on social channels can lead to a 15% increase in customer churn (Gartner)

Create proactive self-help content

Many customers are happy to help themselves if the resources they need are easy to find and easy to use.  Use social data to better understand why customers are contacting you, and create proactive self-service videos or guides to assist.  This reduces the need for them to contact you in the first place and improves satisfaction and loyalty.

It costs five times more to win a new customer than it does to retain an existing one.

  • 80% of a business’s future revenue comes from just 20% of existing customers.
  • When customers engage with a business through social media they contribute about 5.6% more to the bottom line than those who do not

Analysing your social customer care data enables you to learn more about customer needs and interests, and will have a positive impact on satisfaction and loyalty levels.

Here are few ideas about what types of social data to track and monitor to show the impact of social customer service on the business. If you can show real business impact and measure social ROI you can increase internal support for your social strategy and secure additional resources.

Key social customer care data

Customer satisfaction

  • Customer voice: Unsolicited negative feedback on social can help you understand issues across your business that other surveys don’t always pick up. Add this insight into your CRM system to view engagement throughout the customer journey.
  • Sentiment shifts: Track and monitor the tone of customer messages over time. Also look at sentiment conversion. Customers may start the interaction angry, but effective engagement can turn a negative feeling into a positive.
  • Surveys: Use social as a link to post interaction surveys to ask customers what they experience. Features such as Twitter Customer Feedback enables agents to do this quickly and easily, if you are using a social customer service app such as Sentiment which provides this functionality.
  • First post resolution: Track the number of comments which are resolved on first contact by tagging in your customer care app
  • Contact type: Group your messages by interaction type to look at why your customers contact you (and what you can do to prevent it)

Agent productivity

  • Buzz volume: Understand when your volume peaks are, to ensure you have the correct resource support. Listen and monitor comments outside of @accounts and Facebook. You can only measure and respond to what you know about and you may see variances in the social channel preferences across markets and age range.
  • Response rates: Analyse the total number of customers you answer in a specific timeframe. Personalised, quality responses are as important as being able to reply and canned responses to everyone will not go unnoticed.
  • Response times: Monitor the average time it takes for your agents to respond or action a comment.
  • Completion time: Analyse the average time it takes an agent to complete the response.

Cost to serve

  • Flush rate: Analyse any posts which don’t need a reply or action to work how to reduce the volume of inbound comments in the first place.
  • Agent activity reports: A supervisor dashboard in your customer care app will enable you to monitor and measure agent activity, optimise productivity and efficiently resource services.

Outbound sales

  • Customer engagement: When customers are purchasing, social engagement and social referrals are a powerful business tool. Use agent tags to measure proactive conversion on social.
  • Interaction analytics: Use your social engagement data to target paid posts at social media users who are higher up the purchasing funnel. Kia Motors does this and the car maker has doubled the impact of social media marketing and halved the cost.
  • Valuable customers: Consumers may share their social media profiles in return for exclusive offers and a more tailored experience. This provides invaluable insight on the behaviours of higher value customers.

There is a huge opportunity available for those companies who effectively measure ROI and monitor their social customer care data.  It provides a real-time view of customer satisfaction and highlights the key issues and challenges your customers are facing throughout their journey.

Combine this data with other customer contact channel data and you have a powerful tool, to drive strategic and operational efficiencies that will maximise team productivity, improve customer satisfaction and loyalty and improve business revenue.  

Find out more about how Sentiment can help your business with social customer care data – request a demo today!

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Tags: Integrated social customer service, social customer care, social data, customer retention

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