Social Media Marketing - Course

Social Customer Service

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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.

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Christian Polman

Christian Polman is a General Manager at Eone, Europe. He has driven digital marketing strategy through analytics and research to solve strategic and operating challenges and develop business plans for Fortune 100 brands.

Christian Polman

Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:

DMI Short Course: GDPR

The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful.

You can find more information and content like this on the Digital Marketing Institute's Membership Library

You will not be assessed on this content in your final exam.

ABOUT THIS DIGITAL MARKETING MODULE

Social Customer Service
Christian Polman Christian Polman
Skills Expert

This module introduces the concept of social customer service and highlights the social channels that are most often leveraged for this activity. It provides you with best practices you can follow to create and implement a robust social customer service strategy – and to manage it effectively. It also provides best practices for measuring customer satisfaction with the social customer service they receive, and for training social customer service agents. Finally, you learn how to build, grow, and maintain online support communities.

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