How do you measure the effect of a conversation?
Until now, and still continuing in most contact centers, Customer Service has been measured on the efficiency of its performance: number of calls per hour, times it takes to answer a question, time to answer an email, etc.
Organizations that moved to managing experiences migrated their metrics to effectiveness metrics: customer satisfaction, customer loyalty, and an effective delivery of the proper answer on time, not just the first time.
How do you measure the success of Social Media events in CRM? Is it about efficiency (answering as many twitter interaction as possible, for example), or about effectiveness (making sure the client gets that they need)?
The answer lies in the purpose of implementing Social Media in the organization.
Organizations that did things right actually have a strategic reason for adopting it. They also know that it should be tied to a corporate strategy with its own metrics.
Social Media will affect those corporate metrics, and that effect is what you must measure.
How do you measure that effect? By tracking metrics over time, detailing what changes were made, and the change in results.
A customer is unlikely to stop being a customer based on a single interaction. Customer satisfaction, loyalty, and commitment build over a lifetime of interactions between the customer and the organization (see this post for details). This change in these lifetime of interactions is what justifies the addition of social media to CRM – not the result of any one specific interaction.
Social Media is unlikely to return value or generate an ROI on just one channel or one interaction.
Plan your social media strategy across all the social channels, tie the results to a long-term analysis and make sure you tie it back to your corporate strategy.