The importance of good webcare reports
The social media manager can be working continuously with statistics. Where do we stand with the social channels? The report then reaches the stakeholders in the organization. But which information do you report without actually having it disappear in the mailbox and what are the gains you do it for?
Measuring is knowing
The making of a report is necessary, because you like to know whether the agreed upon KPI’s are being reached. With management the old law still counts: measuring is knowing. And that is justifiably correct! Where do managers attach value to when you send out a report? A few years ago people would get excited from the number of fans on their accounts, but those days are over. The number is actually not that interesting. The degree of delivering good online service to your customers is much more interesting, simply because good service is the new marketing!
Components that are valuable to show in a report are the following:
- Leads you receive from Social Media
- Conversions from leads
- Answered questions
- Settled complaints
- Response rate per employee
- Positive and/or negative feedback
- Sentiment about your product or service
- Volume ratio per channel
- New ideas for products/ services
- Online activity of customers and competitors
- Rating of web care through customer satisfaction research
- Activity within or outside service level
Direct your team to positively influence on your final report
Use real time insights to, there when needed, direct the web care team. When service levels are threatening to be exceeded, you can intervene by helping the team or finding out the reason. Use sample based rating for the quality per employee by evaluating the answers to substantive knowledge of product/ service, formulation of the answer and the degree to which the agent sets out an empathic position relative to the customer. Web care agents who use annoying, sorry or bad in their answers, influence the sentiment negatively. Therefore, coaching your employee on positive language use serves as a solution.
Learning from recurring activities
The most organizations have recurring events planned annually, such as exchanges, sales, product presentations and more. by looking at online activities and questions from clients in the past you can better anticipate to the future event. Think for example about putting up a FAQ around a special event. Secondly, the more practical affairs which have been underestimated in the previous years are worthwhile to receive more attention. Think of complaints which have been expressed about dirty toilets and bad WIFI connection.
Analysing and using customer feedback
What a customer thinks of you, is of inestimable value. It can be received in two ways. Asked and unasked. Through OBI4wan it is possible to, after the online customer contact, through social media, ask completely automated feedback from the customer about the service offered, but also what the customer in general thinks of your business. Unasked feedback is that what a customer expresses through social channels. Often it is the blunt opinion of the customer. It pays to have these opinions come together in your report because you can use the feedback to improve internal processes. Be aware that this could deliver ambassadors when you re-couple it onto your community.
Want to bring out more from your reports?
When you are totally satisfied with the setup of your reports, then your report probably contains one or more components from this article. Would you like to bring out more from your report? Contact us through firstname.lastname@example.org or call to +3185 210 50 60, we gladly assist you further!