Unmetric, the social media benchmarking company, has launched SatisfactionMetrics, a host of new customer service modules designed to give Fortune 500 brands and top agencies an understanding of how best to turn rabid customers into raving fans.
Unmetric's SatisfactionMetrics modules will help companies analyse how brands handle customer queries, ultimately helping the company gauge how well it is connecting with its consumers on Facebook and Twitter.
For Twitter, Unmetric adds an "@reply breakdown" to its social intelligence platform. Unmetric indexes more than 5,000 of the world's biggest brands, sorting @replies to customers in terms of the most common calls to action and responses. This allows companies to understand how their customer service strategy stacks up to their industry competitors.
The SatisfactionMetrics module examines the frequency of each strategy to expose industry-wide norms and oddities that could be used to inform brands on best practices.
To put these strategies in context, Unmetric delved into the airline sector, an industry that routinely uses social media to communicate with frustrated customers. According to the Unmetric database, Southwest Airlines is overwhelmingly apologetic in its @replies, with more than 80 percent of the ‘call to action' categorized Twitter responses being an apology of some sort. United Airlines takes a different approach, apologizing fewer than 5 percent of the time in the same category of tweets. Instead the airline chooses to direct customers to a link or phone number.
These new Twitter analyses are coupled with Unmetric's unique Average Reply Time tracking ability, which brings to light the brands tweeting fastest in response to incoming tweets, to reveal whether a company is flying or flopping at customer service on Twitter.
In addition to this SatisfactionMetrics module for Twitter, Unmetric also added Average Reply Time to its Facebook metrics. Brands can now benchmark their Facebook response efforts against their competition by comparing how frequently and quickly they are replying versus others.
Unmetric has also revamped its sentiment analysis feature for Facebook responses. A user can now look at whether a brand tends to jump in on the positive or negative threads of conversation initiated by fans. This is a great pointer to understand a brand's perspective towards customer engagement on Facebook and to see whether it takes notice of the bouquets or the brickbats.
"Facebook and Twitter today serve as the public face of a company," said Lux Narayan, co-founder and CEO of Unmetric, in a statement. "When these pages are mired by poorly managed complaints, brands appear insensitive and out of touch. When met with effective strategy, even the most callous complaint can become an opportunity. We turned our attention to customer service analytics to give CMOs and social media managers the clearest understanding of how to best achieve this."