Comparing Social Sentiment with Social CSAT…


Here at Midway Sky we have the luxury of two social Voice of the Customer (VoC) solutions. But, how can clients leverage both products to get really powerful VoC insight and what new metrics become available?

One important area to track and compare is the sentiment of social mentions as they come in to your social customer service team, with a tangible customer satisfaction (CSAT) metric, post-interaction.

Essentially, how often are we able to manage a very dis-satisfied customer on Twitter or Facebook and, through proactive social customer service, turn that customer into an advocate or promoter?

We’re calling this new measure the ‘Negative Sentiment to Social Advocate’ metric (or NSSA for short). We measure how often you are able to turn an initial negative social mention into a satisfied social advocate!

So, how do you go about measuring your NSSA?

Using DigiDesk to capture accurate 1-10 sentiment scores:

DigiDesk is our leading social media monitoring, analysis and engagement platform. It has a very powerful automated sentiment engine, using natural language processing (NLP) to define a sentiment score for each social mention, from 1-10.

  • Powerful filtering can help us drill down into genuine social customer service issues and track sentiment on a 1-10 scale (from 1 being very negative, through to 10 being very positive).
  • Sentiment ‘overrides’ exist in workflow to help us gain more accuracy. This means clients can improve the accuracy of automated sentiment by defining industry-specific keywords, relating to the 1-10 scale.
  • Human-verified sentiment through a single click. This improve sentiment accuracy further by updating social mentions, using the 1-10 scale, through the analysis, data overview and engage sections.

We now have an accurate view of social sentiment as mentions reach our social customer service team. Now, we need to proactively manage negative mentions and call for a CSAT survey, post-interaction.

To read the full article, by Luke Porter click here: Comparing Social Sentiment with Social CSAT: What’s your NSSA score?