Measuring Customer Service on Twitter
As consumers leverage Twitter to provide businesses with feedback and complaints, more brands are recognizing Twitter as an important customer service channel.
To help all businesses measure customer service levels on Twitter, we’re introducing our new Twitter Customer Service Reports!
Crowdbabble tracks the following three Twitter Customer Service metrics:
- Twitter Response Time
- Twitter Response Rate
- Advanced: Twitter Time-Parting Analysis
We’ll look at examples of each by analyzing the customer service performance of @Dell on Twitter.
1) Twitter Response Time
The first customer service metric Crowdbabble users can measure is a brand’s Response Time.
Response Time tells us how long it takes for a brand to respond after somebody mentions the brand in a tweet.
The Response Time graph above breaks down the following customer service metrics over the past 7 days:
- The number of times @Dell was mentioned by other users per day
- The number of mentions that @Dell responded to per day
- The average response time of @Dell per day
The response time distribution can be seen below
18% of the responses by @Dell occurred within 60 mins, which is great to see. In fact, 77% of the responses occurred within 6 hours, which is also not bad.
Below is a summary of the response time for the last 7 days
The average response time of @Dell during the last week was 271.2 minutes (around 4.5 hours), which is also pretty good.
2) Twitter Response Rate
The second customer service metric Crowdbabble users can measure is a brand’s Response Rate.
Response Rate tells us the percentage of mentions the brand responds to.
If your brand received 100 mentions yesterday, and you responded to 60 of them, the response rate yesterday would be 60%.
The Response Rate graph above breaks down the metric on a daily basis for the past 7 days on the @Dell Twitter account.
Here’s a summary of the response rate for the time period.
The response rate of @Dell during the last week was 3.1%.
Remember I said the average response time of 4.5 hours was not bad? Well, it doesn’t look as great anymore seeing that @Dell didn’t even respond to 96.9% of mentions!
3) Advanced: Twitter Time-Parting Analysis
For advanced brands providing social customer service on Twitter, they need to understand how the volume of customer mentions varies by time of day and day of week.
This enables brands to ensure sufficient staff is available to handle the volume of tweets.
The time parting analysis breaks this down in an easy-to-consume manner.
From the above, we can see that mentions of @Dell were pretty high from 2 PM to 11 PM (all times GMT +0). @Dell was fairly quick to respond during these times, and kept response times within 250 minutes.
Crowdbabble users can change the time zone to match the local time of your business if necessary.
An analysis of mentions by day reveals that Thursdays are the busiest day of the week in terms of people mentioning @Dell in their tweets. We can also see that the volume of mentions of @Dell drops off over the weekend.
This time-parting analysis helps brands to plan their social media efforts more efficiently.
Getting Started with Twitter Customer Service Reports
To get a taste of these new Customer Service Analytics for Twitter, you can sign up for a free trial by visiting Crowdbabble. You’ll be up and running in less than a minute.