Can’t Keep Up? 8 Ways to Keep an Eye on your Social Care Program - TELUS International Europe

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  • Can’t Keep Up? 8 Ways to Keep an Eye on your Social Care Program

    November 11 2013

    Once committed to social care, organizations often struggle with handling volume. The magnitude of conversations can seem overwhelming, but in reality, not all social conversations require a response.

    Companies depend on robust listening platforms to filter and prioritize relevant social conversations from inappropriate or extraneous chatter. Technology platforms are evolving with the ability to automatically score posts based on relevance, urgency and influence. As a result, conversations requiring immediate attention are prioritized, and no time is wasted manually sifting through hundreds of posts to find hot issues. social care program

    To summarize, our goal in this post is to provide you with well-defined performance metrics that will help you determine whether you are efficiently running your social customer service program. Companies should define their interval of time for measuring service metrics. It’s common to use one day as the interval for social care, with the goal of moving to hourly and then half-hour intervals.

    Service Level (SL), Average Handle Time (AHT) and Abandon Rate (AR) measure the efficiency of the social care channel.

    As a fundamental metric of all contact centers, SL measures the percentage of posts answered by agents in a defined threshold of time. An industry best practice is to measure SL every half-hour and report it as a weighted average over the day. Given the difficulty of measuring SL for social care, many programs measure it on a daily basis.

    AHT measures the amount of time it takes an agent to respond to a post from the time it is assigned to when the response is published.

    AR is the percentage of relevant social media posts that are not answered in a given time period. This happens when the Relevant Volume is too high for the agents to handle, such as when there’s a spike in social activity due to product issues or macro-events. If a customer’s post goes unanswered for a set period of time, it may be deemed “stale” and left without a response. This reinforces the importance of prioritizing customer messages to address urgent issues first.

    Listening Volume (LV), Relevant Volume (RV) and Direct Volume (DV) are different measures of demand.

    LV measures the number of relevant posts found by the listening platform based on the “include” and “exclude” criteria. Many of these posts will be further filtered as non-relevant by agents.

    RV is LV less those posts marked by agents as not needing a response. This can occur when a customer issue is already solved by another person or the post met the listening platform criteria but didn’t really pose a question. DV is the total number of customer posts that are submitted directly on a company’s social properties. DV shows the demand for company-branded social support services. It’s also helpful for staffing and identifying trends.

    Outgoing Volume (OV) and Proactive Volume (PV) are measures of agent engagement.

    OV is the total number of messages published by agents in a particular period of time, while PV measures the number of unsolicited messages published in a period of time. PV usually includes “tips and tricks” and other helpful how-to information that builds relationships and drives customer loyalty.

    There are many other traditional contact center metrics that measure agent and overall contact center productivity. A robust technology solution is critical to managing, measuring and reporting in a multi-channel environment. Fortunately, technology plays a key role in solving these issues. Many popular social care solutions are available to extract, analyze and present performance data.

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