An analytical framework for social media customer service

Ted Kwartler
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Ted Kwartler: Liberty Mutual Insurance, USA

Applied Marketing Analytics: The Peer-Reviewed Journal, 2014, vol. 1, issue 1, 42-52

Abstract:

Social media customer service can be defi ned as addressing a specific customer need online where the dialogue can be viewed openly. For organisations, the volume of social media interactions can be overwhelming, and understanding when to engage a customer in public can be diffi cult. Standardising social care within a framework creates a uniform multi-channel customer experience consistent with marketing and branding guidelines. In this context, a framework is a basic workfl ow using analytics to identify serviceable social mentions, standardised procedures instructing an agent and corporate guidelines ensuring any public reply aligns with marketing expectations. Keyword scanning and classifi cation trees are examined as analytical methods within a social care framework. In addition, the paper provides guidance for procedures and examples of corporate guidelines.

Keywords: social media; social care; customer service; text mining; document classification (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2014
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