If you want to stay at the top of your social customer care game, you need to keep a close eye on social customer care KPIs so you can report on them and share your success within your company. Creating a social customer care dashboard with an overview of the most relevant KPIs allows you to track the analytics that really matter and quickly trouble-shoot and problem-solve issues.
#1 Average Response Time Per Day of the Week/Hour of the Day
Without a doubt, one of the most important KPIs in the social customer care space is response time. Getting a fast response means the world to your customer. To track response time in a relevant way, break it down into two widgets:
- Average response time per day of the week
- Average response time per hour of the day
Noticing Wednesday is typically the busiest day of the week? Consider adding an extra care agent on that day. Moreover, if you can spot your response time is dropping a few stitches at a particular hour throughout the day (e.g. if you only have one agent working from 6pm to 9pm which gets your response time up to 2 hours), consider adding an extra shift to fill in the gaps and make sure your response time is consistent.
#2 Activity Per Hour of the Day
To grasp the workload, add a widget to your dashboard that gives you an overview of the activity for each hour of they day, depending on what your business hours are. If you notice the workload is remarkably higher during specific hours of the day, you can adjust or add in extra shifts, or even decide to build out a care team on another continent!
#3 SLAs On A Daily/Monthly Basis
As social customer care becomes mature, many companies commit to responding to questions and complaints under an hour (some even commit to responding under 30 minutes) to manage their customers’ expectations.
Measure how well you’re meeting your SLAs on a daily basis by adding SLA widgets to your dashboard that monitor how many messages you replied to, for example, in under 30, 60, or 120 minutes. The specific target time will depend on your business goals or what you consider to be the industry norm. Create a widget with yesterday’s or last month’s SLA KPIs to keep track of the progress.
Important note: if you’re working with multiple care teams across the globe, split up your SLA widgets for each individual team (e.g. US team, UK team, French team, etc.). See that a team is underperforming? Raise the level a few notches or drill down into your data and identify other possible glitches. In addition, you can also use widgets to track SLAs for each specific channel (e.g. Facebook, Twitter, etc.).
#4 Average Time to First Action
It’s extremely important to acknowledge a question or complaint so your customers know their voice is being heard. Even if you don’t know the answer straight away! Care agents are only human, so responding initially with, “I’m very sorry for the issue, we will look into it and get back to you asap!” is totally fine as long as you deliver on that promise.
Sometimes, people ask a more complex question that needs some more legwork before it gets to the person within your team who’s most knowledgeable to respond. That’s why it’s valuable to keep track of your “Average time to first action” to make sure you treat every customer equally, no matter how complex the question or complaint might be.
#5 Inbox Widget: Stream of Real-Time Messages
When a customer care team deals with a lot of incoming volume, it’s important to stay in touch with what customers are talking or complaining about at this very instant. That’s where the Inbox widget comes in. By displaying a list of the most recent, incoming mentions, this widget allows Customer Care Team Leaders to grasp what’s landing in your inbox in real-time so they can keep an eye on incoming data at all times.
#6 Unique Users Serviced
Benefit from the ‘Unique Users Serviced’ widget to give you an idea of how many unique customers you were able to help out over a certain period of time. These are important numbers to share with your superiors to give them an idea how many unique customer cases you’re dealing with.
It’s also possible to calculate how many unique users each customer care agent has serviced individually to see how many unique cases they’ve resolved over a certain period of time. This way you’re able to divide the workload more easily.
#7 Total Mentions With Actions
By keeping track of how many mentions required an action with the ‘Total Mentions with Actions’ widget, you can grasp how many mentions actually require an action. Take it up a notch and identify topics that repeatedly require similar actions. For example, if people keep complaining about password resets try and solve those problems: make the resetting process a little easier or create a step-by-step guide in your FAQ.
To optimize your social customer care performance, identify which metrics truly matter. Creating your own, tailored social customer care dashboard is a perfect way to start. If you want to share your success and prove your efforts are paying off, determine your optimal flow to consistently report on your KPIs.
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