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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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