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BLOG: How to turn social media monologues into productive dialogues

Jagannath Narendran | April 16, 2013
How can you prevent your company from simply jumping onto the social media bandwagon seeking to reap quick wins, but later finding itself ill-equipped without the correct social media interaction tools?

Social Media Market Report

The above illustration points out that companies understand that customers are turning to social networks to interact with, comment on or simply vent their frustrations about companies. While doing so, customers form impressions of a company and its products based on the responses they receive.

Is your company ready? How can you prevent your company from simply jumping onto the social media bandwagon seeking to reap quick wins, but later finding itself ill-equipped without the correct social media interaction tools?

Social media a vital, two-way channel
Social platforms are not a mere self-serving channel for disseminating product and service information but a two-way channel that can amplify a company's ability to deliver differentiated customer experience. Most companies, however, simply monitor social media conversations on marketing campaigns or promotions, sometimes responding to them but, more often ignoring them. Treating social media as a two way channel helps foster the kind of long lasting customer loyalty that grows bottom line results.

Implementing a sustainable and scalable social strategy
Fortunately for businesses, social media interaction tools do exist and can help companies turn social media monologues into productive dialogues. For example, Aspect Social is part of Aspect's total solution for delivering an exceptional customer experience across all of the many channels customers use, including social media, to communicate with organisations.

Social media interaction tools enable teams to achieve the following:

  • Focus on the posts that matter
    Companies are often met with a barrage of customer opinions and enquiries and it is difficult to focus on what is important. For instance, compared to a customer complaint on poor service, a simple product enquiry is less critical. What businesses require is an intelligent filtering system that first identifies requests for help, and then prioritises them according to importance. Contact centre staff can then respond swiftly to the most pressing consumer concerns first without having to guess which is more time-sensitive.
  • Maintain the context of social conversations
    A single social post—presented without context—prompts an isolated, disjointed response. Customers should never have to repeat themselves if they've started their inquiry about a given issue via, say, Facebook and then moved on to Twitter. Maintaining the context of the social conversation ensures that the staff member can have a real dialogue with the social customer. Social media interaction tools should instantly generate a complete and threaded conversation while providing links to resources like public knowledge bases in order to provide the kind of service that creates brand advocates.
  • Automate your social workflow
    Companies often struggle with providing customers with a consistent, informed and timely response. An automated social workflow empowers supervisors to route customers back to the same service staff and utilise tools that allow staff to respond to multiple social customers with similar concerns easily. This ensures that any issues are addressed quickly—well before they create a public social crisis.
  • Proactively reach out
    Companies can often lower costs by anticipating a customer need and minimising the need for customers to engage the service staff. For example, proactive social postings on planned service outages, changes such as new phone number or the addition of additional communication channels can be scheduled and tracked as part of the overall social engagement strategy.
  • Monitor, measure and manage performance
    Assessing the effectiveness of total customer service efforts without treating social media as an isolated initiative but an integrated capability has often been a challenge to organisations. Social media interaction tools now provide companies with the ability to measure social engagement using metrics that capture established contact centre best practices like handle times, first contact resolution and customer satisfaction. Each post is automatically scored for KPI compliance and results are made available in a dashboard that quickly identifies performance against social KPIs.


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