Surveys on Social Media Customer Experience

Young Girl with Cell

Young Girl with Cell (Photo credit: “PictureYouth”)

Many of the sophisticated customer care social media listening and engagement platforms are either already able to or are making plans to offer the ability to automatically send surveys to the customers you interact with on social media. These surveys can be used for straight net promoter score information (how likely are you to recommend our company/service) or customized to get detailed customer satisfaction information (on a scale of 1-5, how friendly was the social customer support representative you spoke with?).

I know that Frederick Reichheld (The One Number You Need to Grow) claims general NPS responses can be used for growth prediction. And Christopher Wilson (The Net Promoter Score: Part 2 of the Inc. Plan Social Media Series) talks about how to glean NPS from social media. He touches on a point that I think we’re all probably realizing in social media customer care: when you have customers complaining on social media, they perceive a gap between the marketing promises and the product delivery.

But, my questions are a bit deeper. I want to know whether it makes sense to do NPS surveys and CSAT surveys on interactions consumers have had with social media customer support staff. If they had reached out to us through a more traditional channel, like phone or email (yes, email is now a traditional channel, can you believe it?) they might receive a survey via email so we might understand customer perception of that touch point. But what about if they tweeted us or reached out on Facebook?

The first thing I’m considering is the total volume of surveys and touches they already receive from the company. I recently read a piece by Becky Gaylord (Email Marketers: Customer Service DOs and DONT’S) about how Becky had a lovely customer experience at Sephora that seems it could have truly produced a loyal customer. Instead it crashed and burned as they over-informed her via email and topped it off with that cherry of a request to fill out a survey. Another thing I think about is the nature of the channel. If customer support on social typically begins with neutral or negative sentiment that we hope to turn neutral or positive, will the NPS reflected there paint an accurate picture? Or will this subset of customer interactions return a shadowy report of only customers that were dissatisfied to begin with?

I do know that I’m glad the sleeker listening and engagement platforms for customer service are gearing up to offer the ability to automate rather than having to cull through large CSV data downloads and manually pull the data, then manually run the surveys through other tools. I also know that the social media world is all about gathering as much data as possible. How NPS will fit with customer support transactions on social media, I’m not sure yet. I’ll circle back to let you know what I find out.

If you have thoughts, I’d love to hear them.