Thoughts on customer service Twitter metrics
I was putting together a slidedeck around Twitter a moment ago and thinking about what metrics we could use to judge the success or efficacy of using Twitter as a customer service channel to answer and resolve customer queries and complaints. For the sake of this post, I’m going to leave anything to do with brand aside for the moment as this brings in a whole new level of interpretation and complexity.
In no particular order and this is by no means a definitive list, so please feel free to add your own comments about what could be added in to the mix.
Inbound tweets, Outbound tweets
Resolved tweets, Unresolved tweets
Unresolvable tweets, Ignored tweets
Open tweets, Closed tweets
First time tweeters, Repeat tweeters
First time tweet resolution, Escalated tweets
Tweet-to-email resolution, Tweet-to-phone resolution, Tweet-to-other channel resolution
#cpwtwelp hashtag-generated tweets, non-hashtag generated tweets
Tweet group: customer service, sales, marketing, brand, spam/noise
Tweet type: complaint, informational, RT, DM, query etc
Twitter-email deflection ratio, Twitter-call deflection ratio
Time of day
Cost per tweet resolution vs Cost per call resolution vs Cost per email resolution Cost per IVR resolution
Time to respond to a tweet
Twitter SLA
Number of active tweeters
Good useful work Guy
Thanks for sharing.
Also general tweet sentiment is a good overall measure of how effective any customer service resolution actually is.
Great post.
I think there could also be a metric based on RT’ing. The echo from a response can be used to access satisfaction, which is then fed back into the customer service loop.
Would be interesting to see what you discover for using Twitter as a customer service channel. Take a look at followbase.com for how companies can efficiently provide customer service via Twitter.