Technologies to Turn Social Media Monitoring into Customer Service Action

September 10, 2012 | Furness Ashley
Technologies to Turn Social Media Monitoring into Customer Service Action

Social Media Monitoring Customer Service ActionA recent TechJournal report asserted that by 2012, refusing to communicate with customers via social channels will be as harmful as ignoring emails or phone calls is today. This is a huge problem considering a significant number of customers - at least 58 percent – said they've tweeted about a bad experience and not received a response.

“More than half of Twitter users expect a response within two hours of tweeting a complaint. 51 percent of Facebook users expect same-day response.”

Oracle report, Consumer Views of Live Help Online 2012

Part of the problem is a lack of process, planning, and technology to efficiently handle the job. Social media listening software currently is used primarily for marketing functions. This, in most cases, does nothing for customer service agents that need to respond to complaints in real time.

Here are five social media monitoring tools that help companies identify, prioritize and route support messages delivered via Twitter, Facebook, and other channels.

Salesforce Social Hub

Salesforce.com developed a product called the Social Hub that uses customized keyword identifiers to extract customer service requests from more than 150 million social networks, blogs, forums and other sources. The system 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 laptop won't turn on.”

These requests are automatically prioritized according to content and the customer’s purchase history, tone of the message, social activity level, and other traits.

Social Media Spaces by Moxie Software

Social Media Spaces allows supervisors to analyze social response data so they can constantly tweak prioritization and routing rules, such as those mentioned above. Many companies make the mistake of only responding 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. Social Spaces helps companies find the right balance for prioritization through trial and error.

Social CRM by Parature

Social CRM Chairman and Co-founder Duke Chung said intention also plays a big role in ranking the importance of social message. Someone might describe a game as “badass,” for example. That’s two negative words conjoined, which together mean something positive.

Parature uses 10 years’ experience analyzing traditional customer service tickets to discern social media message content and intention. The software might also factor-in how easy or difficult that person is to work with, or their average spend values when prioritizing the request.

LiveOps Social

LiveOps Social is another Cloud-based contact center software that processes social service requests exactly like tickets submitted through voice, email or the Web. 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.

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.

Users can easily change or add expertise as needed. This could be useful for major incidents, such as a recall. The customer service manager could create a work group just to respond to questions on social media about where to exchange or return their recalled item.

Create a Complete Customer Profile

The bigger picture benefits for the tools mentioned here are greater marketing, customer service, and sales alignment. By integrating customer service activities with marketing and CRM data, your team can have the broadest possible picture of each customer. Social customer service is just one more piece of the puzzle.

Research for this article was provided by Software Advice. This report is not an all-inclusive list of social customer service tools available on the market today. Features listed for one vendor may also be offered by another on the list, even if not specifically mentioned.


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