Social Customer Service Metrics

Digital Marketing - Study Notes:

Categories of metrics

Social customer service metrics fall into two broad categories:

• Operational optimization. Refining and iterating operational processes to ensure that they are fully optimized to increase quality and speed of customer service, whilst reducing costs.
• Business intelligence. Gathering useful qualitative and quantitative customer insights, which can be utilized to improve the value proposition the customer – for example, product offering, marketing, crisis resolution, or case studies.

Response times

There are two major KPIs on response times that are typically unused:

• Average response time. The average amount of time that elapses between each customer message and agent reply.
• First response time. The average amount of time that elapses between the initial customer message and agent reply in each conversation.

These are key metrics when it comes to dealing with customer service inquiries.