At least from the past 2 years or so, social media not only is a platform used for brand marketing, but it is also extensively used for customer service. According to Q2 2016 Social Sprout Index, approximately 35% of customers preferred social media for customer service than traditional channels like phone and email. Facebook and Twitter are seen as the most important contact center for customers.
To manage an increasing need for social media customer service, your company needs a social media customer service manager. Now, when we talk about social media customer service manager, they have to manage the Facebook stream, Twitter stream and other channels as well, where the brand receives mentions and queries. The dynamics and approach towards each channel could be different from each other, and there could be different processes within each source. For instance, there might be one team handling first time responses and another team handling cases that need further investigation, where effectively, both teams have separate roles to play.
Once we have established the various possible processes (or teams) within a manager’s role, it’s important to know that they are completely accountable for each team’s performance.
The key to this is monitoring and measuring. Unless each team member, team leader and the manager know what to measure, and how to measure, the team is like a headless chicken.
You can tell the team to run if they are walking but they wouldn’t know where to run, how fast to run. And, that is exactly where a great social media response tool’s reporting/analytics prowess will come super handy.
Well, currently let’s focus on measuring KRA’s and KPI’s.
As we just spoke about the various teams within a manager’s purview, let’s take a deep dive into them. Each team or a resource assigned to it will have a few metrics on which they need to perform up to a certain benchmark for that process to be successful.
Defining a KPI is all about this identification, here’s a step by step approach:
- Pick a process or a resource/role who manages that process.
- Identify the most critical metrics: For example, a team that manages the first level response for Facebook queries, the “First response TAT (turnaround time)” becomes a critical metric.
- Establish a benchmark: As the term suggests, this is nothing but a target that you have to define for this metric. The tip here is, you might want to keep an aggressive yet practical and achievable target. For example, a good benchmark for first level response TAT is 15 minutes, of course factors like staff strength will have to be considered here.
Here is how it looks like:
| KPIs | Frequency | Benchmark | KPI Weightage % |
|---|---|---|---|
| First level response TAT | weekly average | <15 mins | 50% |
| Accuracy | weekly average | 85% | 50% |
Now, how frequently you want to measure is completely what suits you. We would suggest measuring the KPI weekly.
Here are the KPI’s of social media customer service manager. Hope it helps!
- First level response turnaround time: A metric used to gauge the time taken to respond to a mention/query for the first time.
- Final resolution turnaround time: The duration from the time customer posts a query to an agent posting a final resolution.
- Service level: Percentage of mentions responded within benchmark time (example:15 minutes)
- Accuracy of Responses: Number or percentage of responses without any errors over a certain period of time.
- Average handling time: Time taken by an agent to post a response to a query once assigned to her by the tool.
- Staff occupancy: Total amount of time staff is busy answering queries against time when staff is free waiting for a query.
- Mentions unanswered beyond turnaround time: Number OR % of queries which were responded beyond the benchmark TAT defined.
Trooya is a social media response tool that helps you to measure your KRA’s and KPI’s.