How to Measure CSAT across Social Media Channels

I was interested to read this week that Twitter is trialing a new customer feedback feature with some selected brands. This will provide the ability to embed a simple form into DMs to capture structured feedback, around customer satisfaction (CSAT) metrics, such as Net Promoter Score (NPS).

It’s an interesting development and certainly a step forward. But, it’s not entirely clear how brands will then be able to analyse results or indeed compare scores and comments across channel. It’s very unlikely we’ll be able to track and compare scores by agent… and what about measuring CSAT across Facebook?

Here, at DigiDesk, we’ve merged our social media and CSAT products to enable the tracking of real time Voice of the Customer (VoC) insight. Brands can deliver social customer service and then seamlessly link into a CSAT survey, which tracks agent performance, NPS scores and captures free comments.

One of the major benefits is that users can then easily compare CSAT metrics across other contact channels, like voice, email, chat and SMS. Text analytics are then available to measure sentiment, use of specific key words and for live word clouds, which highlight trending customer issues through real-time wallboards.

Another benefit is being able to measure the sentiment of the initial tweet or post and then comparing it with the post-interaction CSAT scores. This can show us how often we are able to turn a dissatisfied customer into a social advocate or promoter. It’s a powerful measure of our social customer service:

Comparing Social Sentiment with Post-Interaction CSAT, with Text Analytics

Comparing Social Sentiment with Post-Interaction CSAT, with Text Analytics

It’s a pretty powerful solution that goes way beyond just embedding a simple survey into a tweet. This is about capturing tangible customer feedback, across multiple social media channels, and delivering real-time VoC insight. If you want to find out more, please contact us to book up a quick demo…