Measuring Customer Service Impact on Twitter

Metrics for the Converging Worlds of Customer Service and Marketing

Gone are the days when Customer Service and Marketing operated independently. We all know customer service is not just about handling issues and marketing is more than making pretty ads and sending e-mail communications. With the emergence of social channels, consumers have a multitude of ways to engage with the brands they love and vent about poor consumer experiences they have. Furthermore, their expectations are high for engagement on these channels: 86% of those who complained on Twitter expected to hear back from the company. Because of this, the paradigm of how customer service and marketing work together and collaboratively strategize is continually shifting. 26% of brands already say their social strategy lives primarily within customer service and while the top two uses of social media are for marketing initiatives, 75% of brands say customer service is a top use of social media platforms.

Regardless of what team you are on, to map out the right strategy for your brand, you must understand what is actually happening on Twitter. And our latest report, the Twitter Customer Service Analysis, is now here to help you make sense of the data and set your strategy going forward.  Here are the top 4 questions you can answer with this new report:

You can access the live report for all the @HyattConcierge data presented below, here.

1. How do you respond, when they ask for help?

Being able to answer this question is key to knowing what the opportunities for improvement are and you can begin to know exactly how “on top of it” your brand is. Are you quick to respond or slow on the uptake? First you can look at the % of mentions with replies and see how many tweets about you, are you actually responding to.

You can also benchmark yourself against your goals (customizable from Excel) and see how quickly you are responding to mentions of your brand. Opportunities may exist to improve customer satisfaction and brand reputation by finding ways to engage with customers when they are engaging with you.

Another important factor is understanding how quickly you respond to the mentions about you – the more quickly you respond, the more likely you are to turn a negative situation into a positive one.

Since you can run your competition’s Twitter handle through this report as well, you can see how your engagement stacks up against theirs and even realign your goals if they are outperforming you.

2. When are you engaging and reacting to Twitter activity?

Another key indicator for customer satisfaction is understanding if you are living up to the promises you set. Do you say that you provide coverage during particular hours or do you claim to be available 24 hours a day? From here you can see if your execution aligns with the expectations you set. In the example below, standard business hours of 9am to 5pm are called out.  But as we can see, @HyattConcierge provides coverage closer to 24 hours a day.

3. Who are you responding to?

Next up it’s important to understand some of the demographics  of the people you are engaging with.  Your current strategy may dictate that you only respond to people with a certain level of followers, but when you look at this data you may determine an opportunity exists to improve customer satisfaction and your brand reputation by engaging with different segments.

4. What is happening with your brand as a whole on Twitter

After you understand what is happening from a customer service perspective, you can put this in context with everything else that is happening on Twitter — giving you a more holistic picture.

Go ahead, jump on in and try out this latest report.  As always, we love to hear your feedback and look forward learning about how this report helps you understand and build your customer service and brand management strategy on Twitter.

Adam Schoenfeld

Adam Schoenfeld

Adam is the co-founder and CEO at Simply Measured. He has led Simply Measured from its inception as 'Untitled Startup, Inc' to become the leading social media analytics company, serving more than 1/3 of the top 100 brands and over 100,000 users. Adam is a golfer, breakfast enthusiast, and long-time data geek.

  • http://twitter.com/cartertx Chris Carter

    I like the focus on customer service metrics.

    I see that you are accounting for influence, but how are you accounting for topical response? I may have a customer that has high influence, but their immediate need is lower priority than a customer with lower influence. In other words I may have very different response rates or target SLA based on topic or category. If a customer makes a statement about a product. “Awe man, I hate PRODUCT NAME!” I may choose to ignore that statement or set it as low priority.However, a statement like “I can’t figure out how to get PRODUCT NAME to work.” may be more important to answer immediately. If I am just looking at the GROSS incoming vs. outgoing then my reports are not aligned with my goals.

    Customer service is not always a one question, one answer situation. I think it would be important to know more about the conversations I am having. I like where you guys are headed and am familiar with other reports you offer. Keep up the good work.Cheers, C

    • Libby

      Thanks Chris! We are definitely going to be looking for ways to improve this report and will see what we can do about incorporating your suggestions!  

  • http://twitter.com/JeromePineau Jerome Pineau

    Do you also track/include DMs in your metrics?
    thanks.

  • http://twitter.com/IMSC4US PamInCa

    Great article!