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How to use KPIs to measure the impact of your social media customer service

Posted on 27th June, 2018 by Gavin OCallaghan

Social Media

While for most businesses it is clear that there are benefits of using social media as a channel for customer service a lot of businesses fail to set clear objectives and goals. Without monitoring key performance indicators (KPIs) across your social media channels you could be settling for mediocre performance. In this article, we’re going to take a look at some KPIs that you can use to measure the impact of your social media customer service.

Time to respond

It should come as no surprise that customer service response times are one of the most important metrics that customers care about. After all, if a customer has a query, a problem or just wants to speak with someone, then you need to know how long it takes your team to respond. Most customers now expect a response on social media within 1 hour so speed really is critical and needs to be measured.

Regularly monitoring your response times on social media platforms will help you ensure you are meeting your customer service goals and highlight where improvements could be made. Enabling live support chat on your social media platforms could help you improve your response rates and customer satisfaction.

Customer satisfaction

One of the key ways you can find out if your customer service team is effective is by measuring how satisfied customers are after interactions with your team. Customer surveys and the ability to rate interactions are all ways that you can measure satisfaction and help you put procedures in place for common issues.

For any customer that provides a low score, follow up questions can be helpful in determining why they were not happy and help you to work towards resolving the customer’s problem. By tracking your customer satisfaction scores you’ll be able to see patterns and see which issues are being effectively dealt with and which ones need to be improved.

Social activity

Do you get a flurry of queries from customers on social media after business hours? Or do people post comments and feedback following their experience during the day? Knowing when your customers are active on social media and engaging with your business can help you tailor your support to meet these demands and will help you structure your team to meet your customer response time goals.

Brand mentions

Not everyone with a good or bad experience using your company will contact you directly on social media; instead, they may choose to mention your brand in one of their posts. Monitoring brand mentions can help you see positive and negative sentiment around your business giving you valuable insight. Using monitoring tools such as Buzzsumo, HootSuite or Mention will help you track brand mentions on social networks, news sites, forums, blogs and web pages which can help you see the bigger picture and go beyond social media.

Net promoter score

The Net Promoter Score (NPS) can be used to find out how likely your customers are to recommend your business or services to family or friends. As such this is a powerful metric as higher scores indicate that you are doing great while lower scores should lead to further questions to help you work on improving your business or service offering.

There is plenty of research that shows that recommendations from family and friends lead to some of the highest conversion rates and are one of the most effective ways of marketing your business. With this in mind getting a positive net promoter score is something you should definitely be aiming for.


The quality of your customer service on social media is something that you should be actively monitoring and looking to improve. A lot of customers take to social media to try and resolve their problems so having a procedure in place to do this can help your business deliver excellent customer service.

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