How To Optimise Response Time Across Social Channels

The pressure on contact centres to respond quickly to customer service issues across social media is growing. Research from BT shows that 70% of consumers now expect a response to a social media comment within 15 minutes.

So, how can social customer service teams look to optimise their response time across social channels and deal with customer service issues effectively? Here, we look at four ways to help meet those growing customer expectations:

1. Remove Social ‘Noise’

All social media channels can be prone to lots of social ‘noise’ and irrelevant comment. What you need to do is focus on the customer service issues that require a response.

Use keyword tables to identify noise and automatically clear these mentions from your customer service queue. Add a filter to remove retweets and just focus on the originating posts.

Make use of ‘Bulk Actions’ where a supervisor can come in, identify a range of data based on filters or keywords and simply remove all the matching mentions in one click.

2. Prioritise Key Mentions

To optimise response time, we need to focus on the real customer service issues that require a response. Once again, we can use keyword tables to identify these mentions and define a priority setting.

But, we can do more by creating a list of key customers and influencers. Workflow can then identify when you receive a post from one of these social profiles, tag it and prioritise a response.

Lastly, we can use other attributes to help prioritise key activity. We can use authority and sentiment to enable us, for example, to identify high authority, negative sentiment mentions and prioritise.

3. Use Intelligent Distribution

The key here is to get the right mention, to the right agent, as quickly as possible. Using intelligent workflow helps us to identify certain types of activity and automatically assign specific mentions to the correct team or agent.

We can use dynamic distribution, which will look at each agent’s queue, before assigning to the agent with the least number of mentions. This ensures we are maximising the resources available to us to respond as quickly as possible.

An excellent new innovation is team and agent-level overflows. Here, we can define maximum volumes and time-elapsed settings, before considering how to automatically reassign mentions when that max is reached.

4. Advanced Engagement / KPIs

Primarily, we need to give agents all the tools they need to maximise response time. They need a blended inbox, across social channels, with filters for priority, authority, sentiment etc. to enable them to focus on key mentions.

We need to provide easy access to interaction history and provide all engagement and collaboration options in an intuitive way. Use a range of templated responses to reduce handle time even further.

Lastly, provide the agent with their own set of KPIs (Key Performance Indicators) on response time and monitor a real-time supervisor dashboard to track and compare agent performance and handle times.

If you follow our four steps to optimising response time across social channels, you may just start matching up to those ever-growing customer expectations! For more advice on social customer service, see more from the DigiDesk blog here.