Measuring impact from more accurate social media listening and timely engagement, presented by Tong...

SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014

Measuring impact from more accurate social media listening and timely engagement

TONG SUNWEB ANALYTICS DEMYSTIFIED

Measuring Impact from More Accurate Social Media Listening and Timely Engagement

Dr. Tong Sun Director, Scalable Data Analytics Lab

© 2010 PARC

Transforming “Call Center” into Customer Experience Management

PARC | 4

• Challenges: Growth opportunities (multi-channel) Continue to improve customer satisfaction Process efficiency (automation) Business model (pricing)

The What: Identifying the Strategic Context

PARC | 5

PARC | 6

Listening

Engage

Routing

Measure

The How: Efficacy of the Business Operations

Computational Linguistics + Expert Guided

Machine Learning • Better Accuracy in spotting issues • More issues spotted

Skill-based Automatic Workflow Routing • Matching expertise to issues • Reduces agent’s downtime

Cross-Channel Tracking

• Engaging through multiple social media channels & Efficient channel Tracking

Customer-Facing Reporting Metrics • Impact value metrics (campaign effectiveness,

customer satisfaction)

Process Context

Listening Metrics

PARC | 7

Granularity (keywords, topics, aspects)

Depth (from demographics to psychographics)

Accuracy and Coverage

Engagement Effectiveness Metrics

PARC | 8

Effectiveness of workflow routing (agent downtime, load balance)

Engagement status tracking (solved, open, change-channel)

Consistency across channels

Impact Value Metrics

PARC | 9

Campaign spreading speed & coverage

Timeliness of Engagement (issue resolution rate, response time, handle time)

Sentiment conversion rate

SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014

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