Metrics and customer service usually go hand-in-in. But now with social media, it is not as easy and straight forward another one. Esteban Kolsky and other thought-leaders explored this topic and suggested some approaches in how to tackle this challenge in a new e-book available from The Social Customer community.
According to Mitchell Lieberman,
The fundamental question is what does this do to your operational metrics, ability to do business on a daily basis, and scale of your organization? The challenge is how to adapt to the following three major changes caused by the Social Web:
- Customer expectations regarding customer service have changed, with most customers expecting service when, where, and how they want it.
- Your ability, as a business, to understand and truly hear what your customers are saying is impaired by your lack of ability to truly listen and measure the relative importance of each piece of feedback.
- Your customers are choosing to communicate with you (and to you) using a variety of channels. New channels require training and do not fit into standard measurement buckets like average handle time (AHT) and First Call Close.
While Frank Eliason suggested …
I know many in the service world have an unsubstantiated fear that removing this metric [call handling time] would lead to higher costs. I‘ve found the opposite to be true. When we experimented at the bank we found handle time rose 20 seconds for 2 months, then returned to normal. At the same time, customer and employee satisfaction increased dramatically and repeat calls went down significantly. This tends to have cost benefits. It is important to remember that a customer does not like being on a call longer than necessary.
Other contributors of the e-book are:
- Gail Moody-Byrd, Sr. Director, Global Ecosystem and Partner Marketing
- Becky Carroll, Founder and President, Petra Consulting Group
Check it out. I am sure you will find it worth your while.
To download the e-book, please use this link http://bit.ly/bkhTQq.
For tracking purpose, you will have to register before being given access to the paper.
And while you are there, check out the community, http://www.thesocialcustomer.com