The Solution

The key is to filter out the “noise” and deliver the most important metrics in a form that can drive home key insights. This means setting up searches to generate only the relevant comments and  focusing on a manageable number of comments rather than wading through thousands of mentions—while still retaining the ability to dig down into selected comments.

It all starts with a clear assessment of business objectives for the targeted audience. For example, Marketing will be interested in evaluating the efficiency and effectiveness of marketing campaigns. For Service departments, it's the number of monthly calls and speed of problem resolution, which both impact the cost of running the department. Following are the data streams and examples of metrics that would populate the dashboard:

Social Media customer conversations from blogs, Twitter, social networks, YouTube videos, including  metrics such as:

• Number of comments with percentage by Social Media source, e.g.,blogs
• Sentiment of comments by company, product, competitor
• Topics/key words by company, product, competitor
• Drill-down to individual comments
• Influencers’ comments and sentiment

Web Analytics, such as:

• Number and percent by traffic sources e.g., search engine
• Number of pages viewed
• Average page duration
• Average pages per visit
• Length of time on site
• Conversions

Employee feedback, such as:

• Employee satisfaction/engagement
• Degree to which supervisors emphasize service quality
• Degree to which their training helps them serve customers better
• Degree to which they have access to tools and information to serve customer better

Operational metrics, such as:

• Number of cases per month
• Percent first call resolution
• Number of leads
• Average time to close sale
• Length of customer tenure
• Employee turnover rate

Financial impact data, such as:

• Revenues
• Length of sales cycle
• Departmental cost savings
• Staff reductions
• Number of calls deflected
• Number of customer defections

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