Email and social media are two efficient channels to assess your customer satisfaction. The overall customer satisfaction can be measured, by many traditional approaches such as survey your customer, call and thank them as well as conduct focus groups.Â Here we focus on two effective digital channels â€“ email and social â€“ to help you improve your customer service.
Email is one of the most efficient channels to assess the customer experience with your brand. For example, you can use email tools like Constant ContactÂ to deliver a set of surveys in order to receive qualitative feedback.Â In the process, one question is how often should you send emails to track and measure your audience satisfaction through the same email list?Â Thereâ€™s no single benchmark as you need to analyze your data points to decide the frequency.
When it comes to specific metrics, marketers should not overlook open rate, click-through-rate and engagement rate. But more importantly, they should keep an eye on downstream metrics such as time on site, return frequency, and the purchase size if e-commerce brand.Â Remember, email is just one entry point so it has to be taken holistically to an overall consumer experience.
â€œYou should optimize frequency for each individual. For example, a loyal customer may want to receive an email from your brand every day. But if a consumer doesnâ€™t have a tight relationship with your brand, he or she may only want to receive an email on a bi-weekly basis,â€ says Nick Edwards, chief executive and co-founder of Boomtrain.Â â€œItâ€™s a mistake if marketers measure email customer care in a silo instead of having a comprehensive view of whatâ€™s going on,â€ says Edwards.
Compared to email, social media is a one-to-many channel rather than one-to-one. Social messages are less likely to be customized for individual followers but the advantage of social is that brands can publicly showcase their commitment to customer service and how helpful they are.
For example, Royal Dutch Airlines has established a dedicated customer service team on Twitter 24/7.
Itâ€™s hard to measure social customer care because it usually requires fairly robust teams fully dedicated to that side of the business. In addition, a lot of legalities and red tape could come to play in responding to customer satisfaction issues onÂ social.
For most of the brands working with audience sentiment is a very important measure of success on social mediaÂ and often an important KPI in campaigns that we run.
In these cases, weÂ always ask the following questions:
- Are they responding with personal messages or using canned content?
- Is the content being well received?
- Are they quick to respond or is it taking several days?
- Are they responding to most people or are some people having to message them multiple times before they get an answer?
All of the above are indicators used to identify how a brandâ€™s social customer care can be improved.
In a nutshell
No matter which channel you choose, you should measure through both quantifiable metrics qualitative feedback.Â And when you assess your customer service, you need to look beyond regular metrics like open rate, click-through-rate and engagement rate in email, as well as likes and shares on social.