Selecting the most relevant Social Customer Care metrics

As I read through the different types of social media care metrics, how they should be interpreted, and how they relate to ROI, I was struck by one thought: who do these measures benefit? So, I put together a quick table drawing the different metrics, categories and ROI together. The image is a bit blurry, but if you click on the table you can see where I take the different metrics, categories and ROI from the original article.

The next column is ‘Company benefit’, followed by ‘Customer benefit’, followed lastly by ‘Will this resolve the customer’s issue’. My two observations are: 1. Quality is one of the categories that Walter Van Norden (Telus) proposes. Interestingly, there are no metrics for Quality. 2. It is obvious from the last three columns…

7 ways to provide excellent customer service for e-commerce

The Salesforce infographic provides 7 actionable steps on how companies can overcome some of the failures of customer service which are centred around 'timeliness and being 'personal', within their social media channels: 1. Offer multi-channel support. 2. Social media Listening strategy and meeting your customers' expectations. 3: Track customer interactions. 4. Create a customer support centre. 5. Provide online chat. 6. Timely response to customers. 7. Deliver the 'Wow experience' - empathy and understanding.

Bluewolf have also created an Infographic, sourcing data from Gartner and Aberdeen, to address how people respond to their encounter with social media  - 40% of customers leave the company after two annoyances and 59% will switch brands for better customer service.

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Which are the KPIs to monitor for customer service delivered by social media?

wavebreak_media_thinkstock

Social media may be a new set of channels over which customer service can be delivered, but that doesn't mean that some of the old rules don't apply. For instance, the old adage 'you can't manage what you don't measure' is still highly relevant.

In fact, with the jury still out on social customer support, you could even argue that nowhere is it more appropriate than in this field, as businesses are still feeling their way and desperately need visibility into the effectiveness of their efforts to be able to steer future investment.

There are, of course, a great many key performance indicators (KPIs) that can be…

6 steps to successfully managing multi-channel integration.

Value: [rating=3] Recommended link: Whitepaper - Meeting the Multi-channel challenge Vocalcom's whitepaper reviews approaches to customer care within a multi-channel environment. It includes some great insight into how companies are addressing customer service and Managers are meeting the challenges of today's multitude of touchpoints, being caused by greater transparency, insight and accessible technologies. It also provides recommendations on implementing a cloud based solution to support customer service. 'The common theme amongst Managers was a clear desire to understand how customers want to make contact, to integrate channels better, and to implement technology that can facilitate a seamless customer experience across all channels.'

We are sharing one of their table's on the challenges of multi-channel contact and more findings can read by downloading their full report from Vocalcom's website.

What is…

Questions to ask to improve the quality of online customer service by social media

With 44% of the adults now using the web to share grievances the importance of delivering a good quality of customer service across channels is self-evident. Frank Eliason blazed the trail for best practice in delivering customer support by social media  some years ago now, demonstrating how social platforms had the potential to usher in a new age of customer service. But some five years later a growing number of commentators are voicing their disappointment that the revolution has never materialised, including a recent feature on MyCustomer.com by IBM’s Guy Stephens. So what has happened? Was social media customer support a flash in the pan? Did our initial excitement blind us to the fundamental impracticalities of…

Combining CRM and Big Data to drive Loyalty

Vaughan Chandler, Head of Customer Insights at Qantas, shared their successful strategy for growth using CRM and applying Big Data at the recent eCircle/Teradata Connect conference. In this case study, I summarise how they are using data and innovation to understand their customers, drive loyalty and ultimately increase ROI. Qantas is Australia's largest international and domestic airline, with many sub-brands to it's name including Qantas Loyalty. With 9 million members, more than 400 programme partners, and 50% household penetration - Qantas Loyalty is extremely successful: Focus on data and creating real-value through their communication; collecting data, segmenting and using technology, with targeted email campaigns is key. Qantas started in 1997 as a Frequent Flyers programme for high flyers and in 2007 created their Qantas Loyalty, launching …

Definition, frameworks and best practice advice from Accenture and Altimeter analysts

In October 2010 Accenture published a useful new guide to social CRM summarising the transformation required in organisations by the advent of Social CRM. This is useful addition to the framework of 18 CRM processes of Social CRM covered in the Altimeter Social CRM report from earlier in 2010 covered later in this briefing. We think Social CRM and Social Business are still useful concepts to explain the changes to a business needed for the transformation to make full use of social media - the 18 Use cases of Social CRM for example really shows the scope of social media is much more than posting updates on social networks.  The Accenture report summarises the transformation as follows:

Old world

This seems to be the situation c2000. Here a combination of outbound and inbound marketing occurs through a…

Reviewing the role of social media in CRM

Most brands understand the concept of promotion using social media but few understand how to attribute value in the same way as traditional broadcast media. With the rise of the internet, customers have more choice and have access to more information. Not only are customers far more media savvy and less likely to buy into brand marketing, but they are making more and more purchase decisions based on their value set rather than need alone. This works the same way for B2B as well as B2C brands, whether it be a product or service, we like to buy from a brand based on need fit but also our experience of the organisation. Factors such as personal recommendations, customer service experience and how well the brand values match our own are now key triggers for deciding on a brand's worth.

The traditional purchase process

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Ideas to humanise your online communications

As we all now become digital natives, it makes you step back and think and ultimately realise that those who follow us, will be born into a purely digital society, where eBooks and augmented reality will have gone from exotic to everyday. Thinking about what this means in the future is intriguing, but it's equally interesting right here and now in 2013. Technology, software and the devices we use, have of course shaped our social and human behavior on a number of levels, from shopping, to leisure, to business. Lives are lived online, and the opportunity to have a live feed into the minds of those you care about is becoming a clearer reality. People are more willing to share and consume horizontally through their social networks, rather than vertically. The organic spread of ideas, relationships, and trade can now be observed and measured on scales…

Beware the social sprawl: consolidate your company's communities

Development of their own online communities by brands is one of the most popular social initiatives for 2013 according to new research. But Michael Fauscette warns that networks can get out of hand as they switch subscriptions to social software, chasing the next hot social tool that promises to deliver more effective collaboration than the last.

Each year, analyst IDC conducts a social business survey to examine the latest hot topic in the space. Whilst the trend of enterprise social network adoption has continued to progress steadily since the launch of the first survey in 2009, there is one area that has continued to evolve: social initiatives.

The…