Chapter 71
Resolution Time
Measurement Need
Customers of social media are investing in faster response times due to the immediate, real time nature of social media dialogs and, therefore, need to evaluate how quickly customer inquiries are resolved.
Solutioni
Where
Total Inquiry Response Time is defined as the sum
total of all response times the company had in a given time period.
Total # Service Inquiries refers to all inquiries received
in the same time period.
Example: In one thirty-day period, our marketer’s company spent 6,000 minutes (or 100 hours) responding to customer inquiries. There were a total of 500 customer inquiries:
Therefore, each inquiry took an average of 12 minutes per response.
Impact
Customers expect quick and efficient service that effectively solves their problem and measures how quickly organizations respond to inquiries made via social media channels. Unlike traditional customer service, social media users expect nearly instantaneous resolution from humans, not automated responses. Each firm has to determine a resolution time that is consistent with industry practice and, preferably, demonstrably better if it wants to distinguish itself from competitors.
Customer inquiries are usually tracked via customer software, recorded customer service conversations, and sales tracking systems that capture customer profiles.
iJeremiah Owyang, “Social Marketing Analytics Research Findings.” Web Strategy website, June 10, 2010. Retrieved September 3, 2011 from http://www.web-strategist.com/blog/2010/06/10/slides-and-recording-social-marketing-analytics-research-findings/ Altimeter Group, 2010.