Organisations often have to balance multiple objectives; how to improve customer satisfaction and increase revenue while also reducing the cost to serve. Increasing complexity and disparate systems can make it challenging to capture the right information needed to drive maximum social productivity.
- 48% of contact centres do not monitor agent skills and quality on social channels
- 40% of contact centres do not have the tools to analyse social customer care data, and metrics on social media engagement are the biggest unknown
- 53% of contact centres think analytics will be the most influential in reshaping the industry over the next five years, yet four out of ten do not have the tools to analyse data
To maximise efficiency, social customer care teams must monitor and analyse the right data and continuously seek areas for improvement. The tactics for optimising resources and your training plan will be driven by your individual organisational structure, but here are some best practice guidelines to help maximise social agent productivity.
It is important configure your social customer service platform to benefit the user and only assign roles that are limited to the tasks they are responsible for. Smart functionality in your social customer care platform to help manage agent permissions will be a big help here.
Visibility and workflow
Ensure agents have real-time visibility of all the comments that are currently live on social, including those outside of your @handle. Again, having good workflow, automations and filters and processes in place will help agents prioritise genuine customer service comments that need a reply, without being overwhelmed by inboxes filled with noise. By using automations, comments which do not need a service response can be routed to marketing queues, even spam queues, away from customer service teams – lightening the load and speeding up the response.
Routing comments to specific agent inboxes allows team managers to plan and optimise resources to deal with daily volumes, and spikes, across social.
Dashboards are key for any customer service department. Having visibility on inbound comments, team performance metrics, and tag trends fuels competitiveness for agents to outperform on targets.
Implementing tagging will enable managers to report on social conversations and identify comment types. Use existing categories across your business, or define specific tags just for social. Using tags applied on other channels will allow you report on customer service as a business.
Productivity and idle time
A survey conducted by Knowlagent revealed that contact centre agents are idle an average of 49 minutes per day and 76 percent of survey respondents felt it was important for agents to make the best use of this idle time. Use a social customer service platform which enables online/offline statuses to help identify what offline time is being used for, reporting on this and analyse whether this can be reduced by changing processes or improving team workflow.
Unifying social engagement information and previous conversation history means agents will have the details they need to hand, so time is not wasted logging into different systems. A complete audit trail ensures they can see what colleagues have done in the past and saves the customer having to repeat information.
Training and coaching
Building your social customer care team and training them correctly is one of the most critical issues for maintaining productivity, whether you outsource your social customer service or maintain an in-house team. The most efficient strategy is usually to set up a small dedicated social customer support team, which is then expanded as your social customer offering grows and training is extended to the wider team.
If you can’t measure it, you can’t improve it, but there’s no point drowning in useless data. Ensure you are measuring valuable, insightful metrics which contribute to the strategic goals of the business.
Here’s a quick checklist of automated reports provided in the Sentiment platform to help you measure and benchmark social agent performance:
- Activity reports
- Activity report during business hours
- Channel activity reports
- Channel activity report during business hours
- Tag reports
- Returning client reports
- Reports on the number of redirects away from social channels
- Team reply reports to monitor the quality of agent responses
- Overall team activity / action report
- Unresolved issues reports
Choose the metrics that provide the right information for your business. Regular and effective monitoring of social agent productivity should balance both customer satisfaction and agent productivity to ensure personalisation is not lost with scale and increasing social volumes.
Need more visibility on the social customer service performance of your team? Try a free Sentiment demo to see how we can help.