Establishing Reporting & Analytics for Customer Service Teams
Reporting your success is critical in proving the value of your department, the impact you’re making and the business metrics you’re influencing. Much like your CX workflow, reporting is set up in the background but has the ability to guide your team towards greater success.
What are the right reporting metrics to best quantify the success of your offering to the business and optimize team performance? We’ll go through three common metrics: SLA, NPS and Customer Cases and deep dive into how an international insurance brand (IAG) use Lexer to benchmark their performance.
Lexer Activity works in conjunction with Lexer Engage, recording all activity on content in your workflow, and reports back to you the equivalent of call center metrics. SLA is a classic example.
SLA stands for service level agreement: the maximum amount of time you keep a customer waiting for a response. The standard SLA for clients is 2 hours, but we can customize this based on client needs.
The SLA screen gives you a view of the average response time over the date range you’ve selected:
Below this chart is a table that shows details of individual responses, sorted by the longest response times to the shortest. The individual SLA metrics are a breakdown at an individual level of the performance of the team on specific objects.
|The account your team member has responded from||The type of object (Tweet, Twitter DM, Facebook post, Facebook PM etc.)||Your team member||The date the user responded to the object|
|CUSTOMER TIME||RESPONSE TIME||TO ACCEPT|
|This is how long the customer waited from the moment they created the object through to receiving their first response.||This is how long it took the team member to send the first response to the customer, recorded from the time the first team member took ownership of the object, through to when the first response was sent.||This is how long the object sat as Unassigned until the first team member took ownership of the object. e.g. Customer Time is 60 minutes. The ‘To Accept ‘time is 40 minutes, and the Response Time is 20 minutes. Making the total 60mins.|
A case is created when an agent responds to an incoming object on any of your social channels.
Cases are automatically closed under two conditions – after 24 hours of inactivity from either the customer or the agent, and all messages from the customer are in a closed state.
To analyze a case, click on any case to see the full case, starting at the first customer message to understand the case and consider sending a follow-up Survey.
Lexer NPS allows customer service agents to send personalized NPS surveys on social and attribute scores to full profiles of each individual.
Today, companies like an international insurance brand (IAG) use it to understand key drivers of customer satisfaction, identify promoters and detractors, and understand who they really are outside of their interaction with the brand.
We asked them how Lexer NPS is important in delivering great customer care and Amelia Ritchie from IAG shared her key insights.
It’s a fantastic way for us to monitor performance, identify customer pain points and create a better experience online
– Amelia Ritchie – IAG
Build customer trust with NPS
Research has shown that 64% of people are more likely to trust a brand that interacts positively on social media (Sensis Social Media Report 2017), and, for Amelia, using Lexer NPS to seek feedback from customers has been crucial in building great relationships.
“Lexer NPS helps us get closer to our customers and find out what makes a great experience for them,” she says.
Being able to attribute NPS scores to individual customers is really powerful.
Great social care leads to loyalty
Today, 42% of customers expect a response within one hour. This proves that response time is an important metric, but what about the quality of the actual engagement?
NPS methodology captures a qualitative view of each engagement, one which IAG are using to gain a more holistic view of their service performance.
“When people reach out to us on social, we can use a full conversation history and their past NPS scores to deliver an informed and authentic response.”
After all, research has shown that good NPS scores directly correlate to customer loyalty (Temkin Group) and 52% of consumers switch providers due to poor customer service (Accenture).
Show why social is the future of customer care
For IAG, Social NPS is as much about reporting on team performance, as comparing success to more conventional service channels. Amelia Ritchie says “NPS is a universal reporting language for customer service types, so it’s really helped in benchmarking our success against other departments and building a compelling business case for social service.”
If you enjoyed this article, you might also like to read our other CX focused resources:
- Essential workflow tips for delivering an A+ customer experience
- Unpacking the importance of conversation history in CX interactions
- How to create a brand voice that carries across your channels
- Resourcing your customer service teams for the win!
Ready to level-up? Download The 2019 CX Playbook, the ultimate resource and guide for CX professionals looking to level-up their customer engagements across owned social media.
During a recent global review of brands using Lexer, we have identified the essential steps to establishing a world-class workflow that improves the customer experience while saving time and money. Whether it’s setting your brand’s tone of voice, reporting or collecting customer data and accessing important customer history, this guide will step you through these essentials and show you how to implement them across your business.