Putting a dollar sign on your social media efforts is easy. - No One Ever
We all know that having social customer service is almost never a bad idea, but how do you prove this? With traditional support channels like phone and email, it's pretty easy to track your Customer Satisfaction scores (CSAT), Net Promoter Score (NPS), First Contact Resolution (FCR), among others to measure gains from support. Since social media is not quite the same as your traditional channels, that means the KPIs you decide to measure might not be the same either.
If you're using a social customer service tool, it probably has some functionality to gather data. We use Clarabridge's CX Social, which gives us the ability to tag and measure the sentiment of the comments we receive from customers. With these two features, we can measure net sentiment (how positively customers are speaking about your brand on social media), the amount of opportunities made with customers (like linking to a webshop), insightful data about the content of the comments we receive, and more.
If you don't have a comprehensive social media tool, there are other ways to measure the added value of having great social customer service.
If your customer isn't satisfied with the solution from the agent on the other end of the line, there is a 45% chance he or she will share the negative experience on social media. That one customer might have a thousand followers. If six followers retweet, this negative image of your brand could be shared with thousands of other potential customers.
You're probably wondering why, at this point, my story has taken such a dark turn of events. At the end of every bad storm the sun always comes back out, and even though you feel like John is a lost cause, there's always hope. According to Convince and Convert's study, answering a social media complaint increases customer advocacy by as much as 25%. Try to keep John as your loyal customer! Take the opportunity to reach out to him and have a second look at his case. Are you sure that he was given all possible solutions? If not, make it right! If there's nothing left to do, take the initiative to find flaws in the process, or the product or service itself. There must be an underlying cause to John's dissatisfaction.
Keep in mind that you'll never please them all. Trolls are out there to stir up trouble, and it's not worth letting them get to you. Have a look at this post about how to deal with trolls on social media if you find yourself in that situation.
Unlike what happened above, one comment can turn into a tsunami of hateful comments about your brand. The good thing with having a social customer service team in place is that you have a team of experts that are ready to clean up the mess. This can prevent one conversation about a small mistake from escalating into a crisis.
Your team should be trained to spot a conversation that can get out of hand, and take all necessary actions to remedy the situation. Without a social media customer service team, your social media managers might not have the resources to act quickly, especially if the case is related to customer support.
Measuring the Added Value
Giving support to frustrated customers before they become irate is invaluable, but if your manager prefers hard numbers, you can measure your net sentiment (the difference between positive and negative comments) to get a view of the general attitude towards your brand on social media for a certain time period. A general benchmark is 2-5 points, but this also depends on the amount of volume you get and what kind of content you post, too.
Besides the KPIs you might get from social media, you could also measure traffic coming from your social media sites that convert to sales, newsletter subscribers, sign-ups, and more. For more on how to measure social media success, check out my earlier blog post. Still not convinced that social customer support is the right move for your company? Reach out to our team below to learn more!