Let's say you decide to implement Social Customer Service - either by installing something new and awesome (that I don't know about), or by extending your Customer Service into social channels (which I'd recommend).
You begin to measure the "traditional" customer service metrics: number of interactions, speed to response, satisfaction, etc. As you look at the reports you notice that something is different -- the numbers don't really correlate with the reality as they do in other channels. How can it be?
Number of interactions is not very meaningful in this context, nor is how quickly you can answer (even satisfaction has a different context). It has become more about the effectiveness, not as much about the efficiency -- in other words, give the right answer at the right time, you are meeting expectations; give a fast wrong answer, not so much. In addition, you cannot leverage economies of scale to improve your ROI as you have done in other channels - volume does not mean interaction, merely more noise to filter.
You are mystified so you Google "measurement for customer service and social" "metrics for social crm" and other similar queries. You notice that there are lots of opinions - but few (being generous, was going to say none) of them are actually useful or give you an idea on how to measure the integration of social and customer service.
What are you going to do next?
You have come to the right place to answer that question... you see, I wrote a book on the subject.
No, no, really - I (well, some friends of mine and I) wrote and ebook on this subject. And it is available right now.
No, I am not kidding. You can have it, for free.
Want to know which metrics you need to follow?
How to create a strategy (or how to extend your existing measurement strategy)?
Want to read how your social peers fared when they did it? What are their recommendations on how to measure Social Customer Service?
All in this ebook. Did I mention it is free?
Check it out - download it, read it, and come back and comment. There is lots of good stuff there from people who are far smarter than me: Becky Carroll, Frank Eliason, Mitch Lieberman, and Gail Moody-Byrd. I had a few things to say, so I wrote a short part of it.
What are you waiting for? Get it now!
(I also have a great car for sale that my grandmother used to go to the synagogue on Saturday, excellent deal! It's a classic, one-of-a-kind masterpiece if you are interested)