By Ashley Furness, CRM Analyst with Help Desk Software Advice
Many companies wrongly assume that marketing is solely responsible for managing social media–this couldn’t be further from the truth.
A reported 62 percent of consumers use Twitter, Facebook and other channels these days to broadcast service complaints, a vast majority of which messages never receive a response. So, marketing should align closely with their customer service cohorts.
This misconception is at least partially attributable to a functionality gap in “social listening” platforms. These systems monitor customer sentiment but, until recently, did nothing to help companies respond in real time to service complaints voiced in social media.
Here’s how five social media monitoring tools can help your company identify, prioritize and route service issues sent through social media.
Social Dynamx uses role-based interfaces to automate social message routing. The system considers agent expertise, work group, current caseload, average time to respond, and service satisfaction rate. The platform might, for example, choose a top service-rated agent to handle a strongly negative issue.
Users can easily change or add expertise as needed. Imagine if a company were suddenly flooded with tweets about a defect in a certain product. The customer service team could create a new work group and tag corresponding agents as the sole recipients for tweets related to that issue.
Salesforce Social Hub
Salesforce.com launched The Social Hub last year after acquiring social monitoring platform Radian6. The system uses customized keyword identifiers to extract customer service requests from more than 150 million social networks, blogs, forums and other sources. It scans for messages that combine #CompanyName, @CompanyName and brand mentions with customer service-related triggers. This includes generic words like “help” or “need assistance,” or specific phrases like “My cable is out.”
These requests are then automatically prioritized according to content and the customer’s purchase history and social activity level.
LiveOps Social is Cloud-based contact center software that processes social service requests exactly like tickets submitted through voice, email or the Web. It searches for requests by Twitter hashtag or keyword, or by designated Twitter and Facebook accounts. Once LiveOps identifies a request, it creates a ticket that shows up in the service queue along with requests from other channels.
The work item is synchronized with other relevant customer data to prioritize the request, including service and social history. When an agent views the next work item routed to them they can see the overall context to understand a customer’s contact experience.
Social Media Spaces by Moxie Software
Many companies only respond to the angriest customer complaints posted on Twitter. This is a bad move, according to Moxie Software Marketing Vice President Tara Sporrer.
“You want damage control, but you don’t want to train your customers by only responding to irate messages,” she says. Usually, when customers are vocal on social media, it means that other more established communication channels have failed in providing them the support they needed. Finding the right balance takes constant trial and error.
Social Media Spaces allows supervisors to analyze social response data so they can constantly tweak prioritization and routing rules. The dashboard uses metrics such as social customer satisfaction, first contact resolution and ticket rerouting rates.
Desk.com consolidates social customer service interactions from every channel into one, easily scannable dashboard. The software also enables users to route requests to co-workers outside of customer service and marketing if needed.
Bonobos Customer Experience Vice President John Rote gave me an example recently when a customer had a question about one of their men’s golf products. Rote responded to the question and then sent the case to someone on their product team with an “optional” follow up flag. That person ended up responding directly to the customer that tweeted the question.
“It gives customers a way more personal feel when they see they can connect directly with everyone from the company” he said.
Do What’s Right for Your Company
Ultimately, it doesn’t make sense for every company to invest heavily in social media support. Before making any major technology investment it’s important your team conducts a thorough needs evaluation.
What kind of social customer service does your company practice? Do you use social listening technology like the ones mentioned here? Tell us about it by commenting here.
Research for this article was provided by Software Advice, a website that reviews and writes about help desk software.
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