Following the release of our recent White Paper on integrating social media into the contact centre, we’re looking at the social media monitoring requirements of call centres and the features needed to make quality social customer service a reality.
To deliver customer support via social media, not only do organisations have to incorporate a range of diverse new support channels, they are also under pressure to deliver customer satisfaction, at volume, in near real-time. As Martin Hill-Wilson explains:
“For customer service teams, they are going to have to consider social from resourcing, traffic management, follow-through, connection to knowledge systems, service information and a CRM point of view.”
This is likely to pose significant challenges in the near future. Raising your game to meet growing demand and staying one step ahead of the customer requires organisations to consider monitoring beyond Facebook and Twitter, and incorporating channels such as conversations on blogs, niche forums, YouTube and news sites.
This multitude of social media channels makes it difficult to monitor across all relevant channels in real-time on a continuous basis. Many social media monitoring tools only track an organisation’s ‘owned’ channels, while those designed for reputation management – which might be great for sending alerts about spikes in ‘brand mentions’ – won’t offer the team working or engagement features needed. Others don’t provide the detailed reporting and analytics that contact centres require to meet efficiency and service quality targets.
An organisation’s monitoring focus can, to an extent, be predicted from the industry sector, as each industry has its own focus. Luke Porter from Social Customer Service Platform, Sentiment, explains:
“Monitoring really depends on the client. We have a gaming client where the majority of interactions are on forums, but also a cosmetic company that is more interested in blogs and online influencers.”
Another consideration is that customers seeking redress on social media have high expectations in terms of response times and follow-up. Forward-thinking contact centres are therefore increasingly seeking to meet their monitoring requirements within a single interface.
As Luke Porter states:
“Having a single platform to monitor, analyse and engage across all of these social channels provides both a central hub for analysis and a common engagement platform for delivering effective social customer service.”
Choosing a monitoring tool is an important decision that needs careful consideration, but software is only the enabler. You still need the right people on the other end if it’s to be used to its full potential.
You can download the full report here: How should contact centres integrate social customer service.