Improve the quality of webcare: measure the service level

In an ideal world, all mentions from Twitter and comments from Facebook are answered in real time. With a link with the CRM-system you have a direct overview in customer details and provide every question or complaint with an adequate, fast and solution-oriented answer. However, for many organizations this is not in reality. Web care is often put in reactively, without being directed onto quality. A webcare analysis and agreements on the preferred service level assist to measure and improve the quality.

A fast response remains important

Interaction is the basis of online service, whereby the norm is a fast response to many organisations. Nobody likes to wait (long) for an answer. Especially not when it concerns a question or complaint. Simply because for customers the threshold to switching over becomes increasingly lower. Make it appear that the question or complaint has been seen, even if you do not have a solution yet. It is often the case that with complaints, certain emotions play a role, therefore a fast response is of importance.

Within OBI4wan, with every message the response time is automatically measured and calculated, in which opening times of web care are taken into consideration. Moreover, for every message a status is granted. This can e.g. be completed, saved, in process or answered.

Why are agreements made about response times? It starts with managing expectation, which almost sounds like a settling clincher. Nonetheless it often becomes ‘forgotten’. Do you communicate openly about the expected response time or the opening times of webcare? For that, you ought to firstly measure and know what that expected (or average) response time is. The example below demonstrates how a quick response time is linked to the values of the organization.

Transparent about guarantees and accessibility

In October 2015, the web care team of the Dutch State Lottery won a #OBIaward for their fast response time through Twitter. A grand 93% of their messages became answered within one hour. Transparency about the guarantees offered to their customers is of essential importance. A fast response time on social media contributes to the guarantee of this transparency.

The ideal world as standpoint

I see many organisations that ‘measure to measure’. The problem is that a clear goal is missing. The ideal world might be a utopia, but that does not mean that striving for improvement does not pay. Even better, excellent service shall always remain more important in creating and maintaining highly valuable relations with your customers.

A clear agreement about the service level can serve you well hereby. This internal agreement has to do with the settlement of a question or service request, for example about the time in which response is a must. The same agreement can also be made about the time of coming to a solution, although the organisations which communicate openly about this is rare. It also depends on who the owner of the problem is. If the question gets ‘transferred to another department’, it often becomes nothing to be heard of. In a later blog I will continue further on the topic of solving time, the next step after response time.

Reporting about response times, service level and web care status

Within OBI4wan it already has been possible for a while to report about the status of web care. By that, you measure (by the minute) the response time about several platforms and have an overview of the status of incoming messages. To be able to measure whether agreements about an optimal settlement of messages actually have been achieved, OBI4wan is extensive with report on set service levels.

For messages that are settled outside the agreed upon time it is important to find out why this has has happened. Whenever an action has been carried out it is always retraceable to a user. A service level becomes set per topic. With organisations such as Transavia, the customer expectation is high: messages through WhatsApp should be answered within 30 minutes. Therefore it is chosen to use different service levels which can be set per channel, platform or search.

However it does not end with measuring the service level. Reporting about the quality of web care and striving continuously for improvement offers a view other insights. Many organisations are sitting on a pile of (web care) data, but rarely use it. Aside from ‘solving time’, I shall elaborate more on the possibilities of web care reporting for predicting the future….

Would you like to have more information about service level inside OBI4wan? Request your free demo and try it out yourself!

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