Undrestand the social shift. 1 in 5 consumers say they have used social media for service in the last year (Amex) - 19% of customers want to be serviced on Twitter (Ovum) - 62% of consumers have already used social media for customer service; social media is an instant line of communication. 1 out of every 3 social media users prefer social care to using the phone (Connected Customer). Social networks in particular are a ‘game changer’.
Not only do ‘customers’ have an opportunity to continuously communicate in this simple way, but they have an extremely large audience available to listen. In quite specific terms, social networks give people a ‘massive voice’. Now combine this with the wealth of information that’s already prevalent in the digital world of the web being available on a mobile device, and the potential to increase the depth of knowledge being shared is exponential. An ‘always on’, connected, mobile device population with the ability to ‘participate’ in the broadest and far reaching conversations is fast becoming the real focus for any Contact Center Manager.
To provide some context, on average a Twitter user has around 208 followers. So each ‘tweet’ will be seen on all 208 followers timeline, with the potential to be seen by every one of their followers also. The opportunity of a simple tweet being seen by thousands then is very high. In fact Twitter itself makes it VERY easy to ensure as many people as possible see a tweet, and in a variety of ways.
So, it’s essential to be aware of what’s being discussed regarding your brand, products and services in social networks, not least because of the potential of ‘how many people’ could be seeing the discussion.
Often the complexities of handling so much unstructured content in a structured way is what stops businesses from being able to engage. Vocalcom’s social channel management capabilities however, make it not only possible, but provide some compelling revenue generating and customer care solution capabilities.
Queueing and Routing Social Interaction
Vocalcom’s Contact Center solution enables tweets to be ‘queued’ in a structured and organised way, routed based on content to the right agents, (skills based routing) and intelligently handled with consistent responses and resources, such as with pre-defined answers and media.
In fact Vocalcom’s social management capabilities enable social discussions to be further managed even if not queued precisely enough, as well as by exclusion. This is important, it’s not enough to treat social channels exactly the same way as all the other ‘serial interaction’ channels such as voice, web chat, SMS and email. Social channels often require the ability to let that larger audience also participate in replying to or acknowledging a tweet and there is the issue of ‘sentiment’ also, all of which is considered as part of the Vocalcom social management capability design.
Vocalcom’s social channel management capabilities enable a company to manage 10’s of 1,000’s of tweets in a single hour. By manage we mean truly engage and respond accurately, consistently and appropriately.
From One-to-Many to One-to-One
Of course, once an agent engages with a customer on a social network, it can lead to discussion that might well be something a customer isn’t happy to continue with so publically. The Vocalcom multichannel solution, incorporates the ability to switch from social discussion to a voice call or web chat with a few clicks, effortlessly and quite transparently.
This is often overlooked when it comes to managing social channels, but being able to switch so simply between media’s is crucial to the successful implementation of a social contact management strategy within the Contact Center. Vocalcom makes it easy.