A recent VentureBeat report found that while 62 percent of consumers use Twitter, Facebook and other channels to broadcast service complaints, and yet a vast majority of those messages never receive a response. This can turn into serious losses for your company, particularly if particularly negative comments are left unaddressed. So how can you capitalize on today’s technology to deliver superior customer service?
Part of the problem is a lack of process, planning and technology to efficiently handle the job. Social media listening platforms have traditionally focused on marketing strategy, customer sentiment analysis and promotion. This does nothing for helping support teams react to the most critical complaints in real time.
Thankfully, times have changed. Here’s five tools that turn social media listening into cost-saving and sales-enabling customer service action.
Social CRM by Parature
Parature has spent more than 10 year perfecting ticket prioritization rules for traditional customer service channels. Now that data is being applied to the social media setting. These customized keyword identifiers rank messages from social media in order of importance based on things like message content, social media influence, purchase history and more.
Parature Chairman and Co-founder Duke Chung said emotional implication plays a big role in ranking the importance of social message, but so does intention.
Someone might describe a game as “badass,” for example. That’s two negative words conjoined, which together mean something positive. The software might also factor-in how easy or difficult that person is to work with, or their average spend values.
Similar to Parature, LiveOps Social extracts customer service requests from social networks using keyword cues. 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.”
This cloud-based contact center software then processes service requests from Twitter and Facebook exactly like tickets submitted through voice, email or the Web. Once a request is identified, it creates a ticket that shows up in the service queue along with requests from other channels.
When an agent views the next work item routed to them they can see the overall context to understand a customer’s contact experience.
Salesforce Social Hub
Many companies struggle with creating an efficient process for handling social media requests. If the community manager sees the comment on Twitter and responds, how does the company track that interaction? What if the question on Facebook or Twitter needs to be taken private? Do you tweet your service phone number? Provide an email address? What are the risks of either?
Salesforce Social Hub is a process automation engine for social customer service. The company captures information from more than more than 150 million social networks, blogs, forums and other sources. These messages are instantly categorized and routed to the responding agent with work rules for next steps. The agent can respond in the social feed from the software platform, or take the conversation private by sharing a link to chat or continue the conversation through email.
Social Dynamx uses role-based interfaces to automate routing so companies can ensure the right responder receives the message. 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. For example, if a company had to implement a recall, they could set up a user group just for that event.
Social Media Spaces by Moxie Software
Social Media Spaces combines the same functions mentioned above with comprehensive reporting tools. This allows users to constantly monitor efficiency and tweak prioritization and routing rules as needed. The dashboard uses metrics such as social customer satisfaction, first contact resolution and ticket rerouting rates.
Research for this article was provided by Software Advice. This report is not an all-inclusive list of social customer service tools available on the market today. Features listed for one vendor may also be offered by another on the list, even if not specifically mentioned.
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