9 Steps Towards the Optimal Online Customer Service [Part 2]

27 September 2016 10:14 by Maartje Beelen in Online Customer Service

9 Steps Towards the Optimal Online Customer Service [Part 2]

Today part 2 of the 9 recommendations on how to optimally shape your social media activities for customer service. Here you can read the other 4 recommendations for optimising your customer service on social media and come closer to 100% happy customers.

5. Interpret KPIs and adjust in realtime

Report metrics are useful for you and higher management to make decisions and take actions. But you also want to have realtime insights into the performance of your customer service. Monitor the performance via realtime dashboards showing average response time, open cases and customer sentiment. With the extensive reporting features and the performance dashboard you can continuously monitor and evaluate customer service agents, specific support teams and the whole service team. If the metrics show negative trends, you can step in yourself or call others over. You’ll have continuous control over your online customer service.


Customer Engagement Dashboard in Coosto


To monitor service level, response times, and open cases even more easily, you should set KPIs. You can then see how you are performing related to your KPIs in your reports and dashboards. It will enable you to see  if and how you should adjust to reach the wanted performance level.

You can see this for your whole team, for parts of your team and for each employee. You can enter the wanted response time,  share of replies and completed messages within the deadline and the  maximum number of open cases per employee. In order to properly calculate the KPIs, you should also enter the working hours of the agents. Are there any agents that respond slower than the rest, and handle fewer messages? Why is that? For example you can give new employees other KPIs than you would give your top employees. Do you prefer not to show your employees how they relatively rank to each other? You can set in the dashboard if these KPIs should or should not be shown.

In addition to the staff and time, the platform can also vary: it takes longer to reply to a consumer forum message than a tweet. Finally, there is also the topic that can be of significance. Does answering questions about Topic X always takes longer than answering questions about subject Y? Then see if you can do something about that.

Engagement KPI Dashboard in Coosto

6. Work together if you're not really sure


Do you sometimes encounter a message of which you do not immediately know how to respond?

Assign this message to a more experienced team member, ask for help via an email or ask your team leader to approve your reply via the buttons above your message.

As a customer service manager you want to be able to quickly approve and turn down message drafts. Use the setting to read the messages of those brand new employees before they are sent. They can write a response while you only have to click on approve or dismiss, and maybe add an explanation. This enables you to control the quality and speed of messages sent.

7. Schedule your crew's hours based on data

Advancements in data analysis are making it much easier to predict high activity. To predict service peaks, look up the average times on which consumers start a conversation with customer support. When do they mention your product, service or organisation, when do they write messages on your Facebook timeline, send you WhatsApp messages, post on consumer forums or visit your own consumer forum? Is this on average the highest at 8am or 4pm? On Monday or Saturday? In which months and on which days of the month is the activity higher than normal? Coosto immediately shows you this on the time widget. Now you know if you have to edit, extend, shift or shorten the online customer service working hours to be online when your customers need you to be.  Ziggo regularly uses the Coosto time widget in this way to schedule the working hours of its team members.

Is Wednesday evening always busy? Than you can choose to extend your working hours on Wednesdays. Do consumers start conversations an hour earlier during the summer? Start and stop an hour earlier with online customer support. Is there more buzz in December than in January, but do the messages stop with Christmas? Schedule the team for more hours in the weeks before Christmas and give them the week off during Christmas as compensation. Are your response times higher in the afternoon? Analyse your team members’ performance and shuffle their schedule to straighten this out. 

Time Heatmap in Coosto

8. Send messages proactively

Respond also to social media messages that are not explicitly addressed to you. Search outside your own Facebook page and consumer forum for messages in which your product or service is mentioned but include no hashtag or @mention. This means you can also help people that didn’t explicitly ask for help and make more people happy. Don’t forget to mention in your first reply message how and why you found their message to keep people from freaking out at you and not spoil the chance of making them an extra happy customer. 

9. Share social media messages with your colleagues

Share the compliments you receive on social media throughout the company via a live dashboard in the lunch area or elevator. Also show the frequently asked questions and the number of complaints. This transparency will lead to more customer centricity and appreciation for customer support throughout the company. 

More recommendations for optmising online customer service?

Thanks for reading these recommendations and have fun implementing these into your own customer service processes. This text is from our brand new whitepaper 'Become a star in customer engagement on social media'. In the whitepaper, we also explain how you can optimise online customer engagement for reputation management, for your intelligence centre and for social selling. You can download this brand new whitepaper for free: