Did you know that 81% of brands expect to compete mostly or completely on the basis of customer experience? So, how can you measure your customer’s experience when they engage with you on digital channels? In this guide we’ll walk through key metrics: what they mean, why they matter, and how to improve.


Response Time: The time a customer waits for a response after they post.

Why it matters:

Over a third of customers expect social responses in under 30 minutes.

How to improve:

You may need to expand your hours of operation. Customers make little distinction between on-hour and off-hour response time, but technology can help you track the difference as well as increase response time with features like agent routing. If your on-hour response time is good, but your off-hour response time is concerning, it may be time to expand your operations.

Additionally, you may need to add more people. If agent efficiency metrics (like utilization rate, handle time, etc.) indicate that your agent performance is high, yet response times are still poor, this would indicate you should consider expanding your team.


Quality Assurance: A qualitative review to ensure your team’s communication approach aligns with your brand and desired customer experience

Why it matters:

It’s not just about speed of response. 67% of customers are willing to switch brands because of a poor customer experience. Regular quality assurance reviews help your team to provide consistent, quality experiences.

How to improve:

If your team’s tone, messaging, and style are not consistent with your brand and in-line with your expectations, it might be time to refresh your team on guidelines for the channel. Investing in your team’s product knowledge will assist in quality assurance as well.

Especially for newer agents, utilize technology that allows you to flag responses for automatic review and approval of brand voice before they go out to customers.

By asking customers for feedback immediately following their experience (for example, an in-channel NPS or CSAT survey), you can also uncover training opportunities for agents to improve empathy and relational skills.


Sentiment Conversion: An indication of how positive a customer feels after a conversation with an agent compared to how positive they felt before the conversation.

Why it matters:

Ensuring your customers are happy doesn’t just retain them, it prevents bad word of mouth. This is vital, considering that consumers tell an average of 15 people about poor service versus telling 11 about good service.

How to improve:

Start tracking your customer service team’s performance and pay attention to any changes in sentiment that occur when a new offering or change in service occurs. Use this information to influence your team’s communication style and business decisions.


CSAT/NPS: CSAT and NPS are post-engagement surveys that customers fill out. NPS data will tell you how the customer’s experience with the agent is impacting their overall perception of the brand while CSAT data will shed light on resolution.

Why it matters:

The happier your customers are, the more they spend. In fact, consumers are willing to spend 17% more to do business with companies that deliver excellent customer service.

How to improve:

Focus on training your team to deliver a warm, caring customer service experience and track these scores against sales to see how adjustments in customer service affect your bottom line.