Social Media Integration was one of the things I highlighted as a trend for 2011 in a previous blog post. Many of our partners are now launching social mining software that integrates into customer service operations to make their businesses more effective across different departments and functions.
Twitter has now reached more than 200 million users. And with more than 25 billion tweets sent in 2010, that’s a lot of conversations going on. According to Advertising Age, people tend to tweet about brands and more specifically, consumer displeasure. Many companies have now hired full-time employees to monitor their brand on social media and reach out to these pleased, or in most cases displeased tweeters – even driving this capability into their contact centers to better improve customer service and their overall brand. And Twitter is just one example of where this takes place.
We need to filter these conversations out to the right people in our organization to address them, because let’s face it, responding and solving the issues takes a larger team than just your hired “social media expert.” Avaya’s Social Media Manager sifts through information gathered about your product/brand from various online communities and pulls out questions, problems or even compliments that you may want to address. These can then be routed to any employee of your choice (ex. Marketing, Sales, Support or Customer Service) along with the public elements of the person’s profile and their information from your own customer database.
You are now a proactive customer service organization. By reaching out to a customer that has most likely not complained to your face, you’ve shown you care and have improved that individual’s perception of your brand. If you already have a customer service operation in place, you can easily integrate this into your existing process for your customer service interactions. It gives your customer service team just one more tool to provide exceptional customer service.