There is a troubling disconnect between what customers expect when they express concerns on social media and how companies actually respond.
This is at least partially attributable to a functionality gap in “social listening” platforms. These systems monitor customer sentiment but, until recently, did nothing to help companies respond in real time to service complaints voiced in social media.
Here are five social media monitoring tools that go that extra step to identify, prioritize and route such problems so customer service teams can respond effectively.
1. Salesforce Social Hub
Salesforce.com's The Social Hub uses customized keyword identifiers to extract customer service requests from more than 150 million social networks, blogs, forums and other sources. 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.”
These requests are then automatically prioritized according to content and the customer’s purchase history and social activity level.
2. LiveOps Social
LiveOps Social is Cloud-based contact center software that processes social service requests exactly like tickets submitted through voice, email or the Web. It searches for requests by Twitter hashtag or keyword, or by designated Twitter and Facebook accounts. Once LiveOps identifies a request, it creates a ticket that shows up in the service queue along with requests from other channels.
The work item is synchronized with other relevant customer data to prioritize the request, including service and social history. When an agent views the next work item routed to them they can see the overall context to understand a customer's contact experience.
3. Social Dynamx
Social Dynamx uses role-based interfaces to automate social message routing. 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.
“From a cost perspective, social is an effective means of call deflection. Calls can cost between $30-$40, where a social response is closer to $3-$5.” - Heather Strout, Social Dynamx customer insights manager
Users can easily change or add expertise as needed. Imagine if a company were suddenly flooded with tweets about a defect in a certain product. The customer service team could create a new work group and tag corresponding agents as the sole recipients for tweets related to that issue.
4. Social Media Spaces by Moxie Software
Many companies only respond to the angriest customer complaints posted on Twitter. This is a bad move, according to Moxie Software Marketing Vice President Tara Sporrer.
“You want damage control, but you don't want to train your customers by only responding to irate messages,” she says. Usually, when customers are vocal on social media, it means that other more established communication channels have failed in providing them the support they needed. Finding the right balance takes constant trial and error.
Social Media Spaces allows supervisors to analyze social response data so they can constantly tweak prioritization and routing rules. The dashboard uses metrics such as social customer satisfaction, first contact resolution and ticket rerouting rates.
5. Social CRM by Parature
Similar to others described here, Parature uses rules-based prioritization for routing social messages. The company differentiates itself in its breadth of experience and accuracy crafting these rules over 10 years in the customer service software industry.
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.