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Welcome to the spring edition of The Conversation, your go-to guide for updates on Social Customer Service best practices, actionable insights and proven success stories from some of the worlds most social brands. Join The Conversation to read: What #SocialFirst Means to Tesco We are very lucky at Conversocial to work with some of the world’s leading social brands, who house some of the best industry knowledge and thought leadership. We jumped at the opportunity to learn from Tesco and pose a few questions to the industry. Read more here. How Sprint Successfully Serves their Social Customers Sprint launched their Social Customer Service operation in 2012. During that time they have faced and overcome many challenges. The team has now scaled to a 24x7 operation, responding to thousands of posts each day. But the goal remains the same: to treat each customer issue as unique. Read how Sprint scaled their social service, while remaining human, here.
Citation preview
How Sprint Serves their Social Customers Page 4
The Conversocial Social Maturity Index Page 7
Featured:
Conversocial
Turn chaotic signals into #SocialFirst™ channels
Featuring:
Spring 2016 I Issue 4conversocial.com @conversocial Join the
conversation: #SocialFirst
‘Channel API’
Spring 2016 I The Conversation 2Join the conversation: #SocialFirst
Featured
Welcome note from Joshua March, Conversocial CEO & Founder
Conversocial ‘Channel API’: Turn Chaotic Signals into #SocialFirst Channels
Featuring
Customer Success Story: How Sprint Successfully Serves their Social Customers
Content spotlight: The Conversocial Social Maturity Index
#SocialFirst Customer Service
Cutting the Cord: How Messenger Will Change the Travel Industry
Behind the Social Customer Care Magic: The #SXSW_Genie
Humanity @ Scale: How Travelex Serves their World Traveler Friends
Listen on Demand: Hug Your Haters Podcast ft New York Times best seller Jay Baer
What #SocialFirst Means to Tesco
Industry and Product news from Conversocial
The Power of ‘PLAY’: Actionable Conversations Distributed
Conversocial Works with Twitter to Help Customers Get Up Close and Personal
Contents Spring 2016 I Issue 4
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Join the conversation: #SocialFirst
Spring 2016 I The Conversation 3Join the conversation: #SocialFirst
Customers asked brands nearly 22 million questions
on Facebook and Twitter in 2015. On Twitter alone,
customer service conversations have grown 2.5x over
the last two years. Long response times, automated
replies, rigid scripts and high customer effort have
driven customers to reject more traditional channels
in favor of social. For some of our customers, social
now represents over 10% of their inbound service
volume and is bigger than email.
The development of social as a private resolution
channel will only push this higher. We were one of the
first innovators to introduce live chat through Facebook
Messenger, as well as Twitter’s new click to DM
functionality. Enabling companies to promote private
messaging over social channels removes one of the
main objections to having a #SocialFirst approach to
customer service. Messaging will be the biggest digital
service channel within the next couple of years.
As part of this growth, we are now enabling
Conversocial to be your agent platform for a much
wider range of channels, through the launch on
Monday (April 4th) of the Conversocial ‘Channel API’.
This will enable you to benefit from off-the-shelf
integrations with our growing partnership ecosystem,
starting with the listening and social intelligence
platforms Brandwatch and Synthesio (the top
‘Leaders’ in the 2016 Forrester Wave for Enterprise
Social Listening Platforms). Combining the power of
best-in-class social customer care and social listening
platforms, agents can now conveniently monitor the
most urgent listening mentions that matter right from
the Conversocial platform. Actionable conversations
are distributed using Conversocial’s PLAY technology
so agents don’t miss a chance to serve.
You can also use the Channel API to build integrations with
your own channels—for example custom-built forums, or
messaging inside your native mobile applications.
Digital interactions in the contact center are expected
to overtake telephone contact by 2017 (driving huge
value in increased customer satisfaction and reduced
cost to serve). Social and messaging (including
Twitter DM, live chat through Messenger, or in-app
messaging) are the biggest drivers of this—and we’re
excited to be at the forefront of it with you.
For more information on Conversocial’s Channel API
head here.
Welcome to The Conversation
Joshua March CEO & Founder, Conversocial @joshuamarch
Join the conversation: #SocialFirstSpring 2016 I The Conversation 4Join the conversation: #SocialFirst
Industry: Telecommunications
Humanity @ Scale:
How Sprint Successfully Serves their Social Customers
Sprint’s #SocialFirst Story
#Challenges
Integrate Facebook Messenger as a viable support channel,
becoming the market leader in the telco industry
Manage the social footprint of 4 different brands, establishing and
maintaining a consistent human voice
Scale to a 24/7 model for customer service, while maintaining the
same level of service
Sprint launched their Social Customer Service operation in 2012.
During that time they have faced and overcome many challenges.
The team has now scaled to a 24x7 operation, responding to
thousands of posts each day. But the goal remains the same: to treat
each customer issue as unique.
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Spring 2016 I The Conversation 5Join the conversation: #SocialFirst
#Solutions
Facebook Messenger Launch
The conversations on Facebook Messenger are the
same as private messaging, it’s just a quicker path to
resolution for Sprint’s customers. It has also seen a
reduction in the public comments and public posts to
Sprint’s social pages.
Social Care Agent Training
Sprint focus their training and hiring practices around
the various types of interactions their specialists
are faced with each day. They use real social crisis
scenarios in their candidate screening and selection
processes, and they train their team to treat every
social interaction as if the customer is standing right
in front of them.
Strong, Cross-Functional Brand Voice
Sprint considers social to be a success when it’s
fostered by employee ambassadors and brand
advocates. They leverage experts in various parts of
their company and customer base to provide answers
to common customer questions.
A Social CEO
Marcelo Claure, Sprint CEO, installs a Social First
culture. He maintains his own handle and social
accounts and has kindly allowed the @SprintCare
to respond to customer-related questions. Sprint
always wanted this channel to be about resolution
and convenience for their customers, Marcelo’s social
activity has grounded them in these principles.
Facebook Support
Twitter Support
Facebook Messenger Support
Although our teams
are operating 24x7 and
responding to thousands of
posts each day, our goal is
to treat each customer issue
as unique. We don’t use
bots and we avoid scripted
response. It’s all about being
as human as possible.
Sarah Brownback Wortman,Social Customer ServiceStrategy Lead
Join the conversation: #SocialFirstSpring 2016 I The Conversation 6Join the conversation: #SocialFirst
#Results
10% - 18% increase in Facebook Private Messages
and conversely a decrease in posting on Sprint’s
Facebook wall.
15% efficiency gain over our previous social customer
service engagement tool seen immediately, the day
Sprint launched Conversocial.
50% quarter over quarter growth of social media
mentions and customer inquiries. With Conversocial
they’re able to grow at a slower rate while their
customers enjoy increased resolution times.
Phase-out manual routing from operations model,
allowing the Conversocial tool to intelligently route
customer and sales leads to appropriate teams.
Sprint’s customer adoption rate for Facebook
Messenger surpassed their 90 day forecast
predictions in the first 4 weeks of launch.
Sprint Facebook 12/1/15 - 2/27/16
Since implementation, Sprint has seen a surge of
Facebook private message volume, and a decrease
of public queries.
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Sprint is a communications
services company that
creates more and better ways
to connect its customers to
the things they care about
most. Sprint served more than
58.6 million connections as of
Sept. 30, 2015, and is widely
recognized for developing,
engineering and deploying
innovative technologies,
including the first wireless 4G
service from a national carrier
in the United States.
About Sprint
Private Messages
PublicPosts
PublicComments
30%
20%
10%
0
-10%
-20%
-30%
Volume134,574
Change+31,790 Volume
7,807
Change+367
Volume59,896
Change-18,259
Spring 2016 I The Conversation 7Join the conversation: #SocialFirst
A spotlight on: The Conversocial Social Maturity IndexWelcome to the new age of customer service. Forrester has insightfully deemed this new wave the ‘Era of the Customer.’ Customer experience has taken center stage in a big way. This sometimes fuzzy idea of a happy customer is not just about the ‘softer numbers’ once associated with positive brand sentiment. Rather, a good customer experience has become the main dierentiator between companies that are building brand loyalty and those brands that are slowly stagnating into a position of irrelevance.
To help your company determine where you fall on the spectrum of social maturity, we created the Social Maturity Index (SMI). This is a true evaluation you can use to map out your accurate position on the maturity scale. The ultimate goal is to be a #SocialFirst brand. To get there, however, you must have paid the right amount of attention to both Investment and Innovation. An imbalance between either of these provides a customer experience on social that is lacking.
Read on to see where you rank on the Social Maturity Index
Download our white paper outlining the different stages of social customer maturity to learn:
What constitutes a #SocialFirst brand
The pitfall of irrelevance with social silence
How brands are adopting new strategies to mature their social engagements.
DOWNLOAD
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Spring 2016 I The Conversation 8Join the conversation: #SocialFirst Join the conversation: #SocialFirst
All travel is a service experience. In-the-moment
customer care is rarely more urgent than when you’re
stuck at the airport, driving a rental car, or staying in
a hotel. And while review sites have a huge impact
on the travel industry, reviews are generally given
*after* an experience has finished. If you can’t help
your customer as they live-Tweet “the worst train ride
ever”, it’s too late.
By their nature, traditional service channels have
never really satisfied the needs of traveling customers.
Travelers don’t have time to wait two days for an email
response. They can’t web-chat on a desktop computer
when they’re on the road. And they certainly don’t
have the patience to sit on hold as a robotic voice tells
them how important their call is.
The smartphone changes this. Social media has
made it easy for travelers to reach out and get
help from a company while on the move, with quick
communication plugged into phone notifications that
don’t require you to be staring at your phone the
whole time. As a result, social media for customer
care is huge in the travel industry—we’ve already
seen it have tremendous impact for our clients (who
include hotels like Hyatt Hotels, car rental companies
like Hertz, and innovative airlines like Alaska Air and
Air New Zealand).
Twitter has even enabled train companies to
revolutionize their service—like Greater Anglia in
the UK, whose social customer care team sit in their
central command center, and utilize real-time data
from customers to pinpoint issues before they are
reported through conventional channels (see a video
case study from them here).
How does Messenger change things?
As I’ve written about before, mobile messaging
applications have huge potential to change customer
service. They combine full live-chat functionality with
persistent identity and notifications. These features
basically combine all of the best elements of the
traditional digital care channels, purpose-built for
the mobile era. Facebook’s Messenger for Business
comes with these out of the box. The benefits are big
enough for messaging to be able to significantly eat
into phone volume—a channel which is expensive
for businesses and often a terrible experience for
customers.
Where Messenger has the potential to go even further,
however, is in its ability to host transaction receipts
and interactive cards. So when you book a flight, the
receipt, check-in widget, even your boarding pass,
could all be delivered through a Messenger thread.
Not only does this make any service interaction totally
seamless—you just respond in the thread, and the
agent knows exactly who you are and what you’re
asking about without you having to type anything else
in—but it’s also far more convenient for customers than
downloading a native application. And with the ability
to make actual transactions through Messenger, it
would also be seamless to make or change bookings
on the fly.
The trend on mobile has been clear for a while—
most people use a very small number of apps very
frequently. Forcing infrequent customers (the majority
for most travel brands) to download a dedicated
application, where they have to remember their log-in
details, is a painful customer experience.
Cutting the Cord:
How Messenger Will Change the Travel Industry
Joshua March CEO & Founder, Conversocial @joshuamarch
Spring 2016 I The Conversation 9Join the conversation: #SocialFirst
Delivering the same benefits inside a Messenger
thread is not only far more convenient, but it’s also
meeting customers where they already are. And
given app usage trends, you’re more likely be able to
engage with that customer again through Messenger
any time in the future (while your app may have been
deleted long ago).
Combined, these elements enable travel companies
to deliver a frictionless, in-the-moment resolution for
mobile customers. Persistent identity and in-thread
transaction receipts finally make a 360 view of the
customer easily achievable. And with full live-chat
functionality, agents are able to resolve customer
issues faster and more efficiently.
The future of service: messaging replacing the phone call
We’re already seeing many brands make the shift to
a digital-only model for service. Done correctly it can
generate huge savings while delivering a great service
experience. But for many travel companies, traditional
digital channels just haven’t been responsive or mobile
enough. Messenger has all the capabilities that would
make a digital-only model great for both the customer
on the move and the companies servicing them, as
well as reducing the need for investment into native
applications.
Messenger won’t be the only platform that does this—
WhatsApp just announced that they’ll be opening up
for business use later this year, and the interactive card
model has already seen success in Asian messaging
apps like WeChat. Twitter are also investing heavily
into their customer care use case and use of DMs
for service resolution. With all customers now mobile
and social, messaging will drive major change in the
service industry.
On the flip side of all the benefits, there’s also a huge
risk for companies whodon’t invest in messaging. It
has become the primary communication channel for
millennials (even bigger than social networks)—who
will outspend baby boomers by 2018. Companies that
aren’t messaging their customers back will soon find
themselves at the end of an empty phone call.
Join the conversation: #SocialFirstSpring 2016 I The Conversation 10Join the conversation: #SocialFirst
“So what are YOU doing at SXSW this year?”
That was the question we at Conversocial received
from numerous customers, prospects, partners,
investors, family members, friends, enemies and
acquaintances. Not “Are you going to SXSW?”, but
“What are you doing at SXSW?”
Don’t get me wrong—there are a lot of good reasons
to be involved with SXSW; SXSW Interactive in
particular is one of the biggest gatherings of vendors,
journalists and investors on the planet.
Rather, the troubling part of the question “What are
you doing at SXSW?” had nothing to do with SXSW
itself, but the assumption that we could/should/would
be doing something for it. SXSW has become hugely
popular and, of course, packed. It’s like Burning Man
with clothes on. In order to have your voice heard you
need to find more innovative ways to get noticed.
So, instead of finding a clever way to brand bicycles or
attempting to pull together a contact center-themed
Eagles cover band, we decided this year we’d stick to
what we’re good at: serving the social customer.
Serving the Social, Mobile SXSW Attendee
It shouldn’t surprise anyone that SXSW attendees
are already on social, active on mobile, and ready to
engage. We saw many SXSW attendees year after
year turn to Social to ask questions, voice concerns
and provide feedback. We saw that even Tweets
directly to @SWSW almost always go unanswered.
That’s why we appointed ourselves as the unofficial
social customer care provider of SXSW.
And that’s how the SXSW_Genie was born. Arming
ourselves with a good bit of research and FAQs, the
Conversocial platform and a host of genie-related
puns, Conversocial employees spent a few busy days
serving hundreds of questions about SXSW, mostly
through proactive surprise and delight.
We met attendees on the channel where they wanted
to be served (we focused on Twitter, where we saw
the largest volume of questions in past years) and
improved their SXSW experiences by answering
questions (usually in a matter of minutes) that would
otherwise have gone unresolved.
The Results
The results were tremendous. During the four days of
SXSW Interactive we handled over 1,000 cases and,
according to metrics from Synthesio, reaching over 1.1
million Twitter users. Conference goer’s issues ranged
anywhere from looking for a Taxi or Airbnb stay, to
maps helping people find parking, to even pointing
out good alternative spots to grab a burrito.
Back in the Bottle (For Now)
The Genie might be back in the bottle (for now), but
the #SocialFirst mission continues to go strong.
Just listening is clearly no longer an option; simple
responses also aren’t enough. It’s up to brands—not
just enterprises but truly any authority providing a good
or service, including festivals—to meet their customers
with in-channel, in-the-moment resolution.
Mike Schneider VP Growth, Conversocial @Schneider_Says
Behind the Social Customer Care Magic:
The #SXSW_Genie
Spring 2016 I The Conversation 11Join the conversation: #SocialFirst
Travelex, the global foreign exchange company and
Conversocial customer, operates in two very different
industry verticals, with two very different approaches
needed. One being travel, where in-the-moment
social service is a must. The other finance, where
staying within the remits of the law is paramount. One
lends itself to fast response times, the other slower
more scripted responses. The end goal remains the
same however, a social first approach to serving the
social customer.
But, how do you manage these two differing playing
fields? And how do you build a social service strategy
that excels? We sat down with Sabrina Rodriguez,
Global Social Media Manager at Travelex to hear her
perspective on their recent Supercard campaign.
What was the Supercard campaign?
Travelex has undergone a business transformation to
ensure it’s best placed to serve the digital consumer
of today with sending and spending their travel money.
We launched a limited pilot (or beta) of our first digital
product, Supercard, in May this year.
The Supercard is a card and mobile app combo for
Android and iOS, and is the only financial product of
its type that enables consumers to use their existing
debit or credit cards abroad and not get charged
bank card roaming fees. By storing their existing
debit and credit cards within the free app, customers
can use the Supercard to spend and avoid any
international transaction fees and foreign exchange
charges normally levied by their bank. This makes it
one of the most competitive spending tools for UK
travellers to use abroad.
The really great thing is that with real-time updates
through the app, travellers can avoid bill shock as
they’re kept updated on the approximate amount that
will be debited from their UK account and how much
they’ve saved on fees
As Supercard is a mobile app, how do you feel this affected the customer service element of the campaign?
We certainly found that, while we not only managed to
capture a new audience that wouldn’t typically come
to Travelex for pre-ordering currency or collecting
their foreign currency in store, we also saw the
emergence of a much more mobile and socially savvy
audience. We were also overwhelmed by the level of
interest in the app, with over 80,000 users rushing to
our website to get their hands on one of the limited
cards on the day of launch; this meant our servers
were struggling to keep up with the demand - it really
was the Glastonbury of mobile app launches!
Though we still received a number of emails and
phone calls, the number of queries flowing in through
Social far outweighed our traditional Customer Service
channels. We even saw a significant proportion of
those social customers setting up a Twitter account
specifically to reach out to us. Given the limited
nature of the pilot, customers wanted an answer to
their query, and they wanted it quickly. In fact, the day
of launch alone saw us gain 4000 new followers on
our @SupercardUK Twitter profile. That’s certainly an
exciting trend to see when we think about the future
of our social engagement strategy.
Customer Spotlight:
How Travelex Serves their World Traveler
Lauren Stewart Marketing Director EMEA, Conversocial @LollieLoz
Spring 2016 I The Conversation 12Join the conversation: #SocialFirst Join the conversation: #SocialFirst
But for me, the real benefit of delivering this Social
Customer Service wasn’t just being able to provide
customers with a prompt response and reassurance
that they were being listened to, but that we were
actually able to build ongoing conversations with
each and every one of them. Though replying with a
quick update or an answer certainly helped alleviate
any negative sentiment, what really helped bolster
the switch to brand advocacy was our humble tone of
voice and our very human demeanor – we showed we
cared, not just about their query and getting the issue
fixed, but about their future journeys and aspirations.
This is really powerful when it comes to building more
meaningful relationships with our customers.
How did you brief your internal team on responding to Supercard queries on social? Process? Replies? Tone of voice?
To be honest, it was a bit of a “war room” situation
on day 1 of launch, with myself and a number of the
Supercard product and marketing managers huddled
around a table frantically typing away and getting as
many updates and fixes through the door as possible.
Given the nature of the unexpected level of traffic to
the site, it was absolutely vital that our social messaging
was as accurate as possible so as to not mislead our
customers – for this reason, I handled the social queries
single-handedly for the first few hours or so, just while
we got our story straight (and yes, my fingers nearly fell
off but luckily I’m a quick touch typer!). Though it was a
highly energized few hours, we kept the spirits high – it
was ultimately a great thing to have launched a product
that saw such popular demand!
As we got into the rhythm and the status updates and
messaging became clearer, I quickly pulled together
a Google Doc with the top FAQs coming in through
Twitter, double checking with the product managers
that the template answers were in fact correct.
Once this was done, I immediately shared this with
our dedicated Social Customer Support team in
Peterborough (a team of 2 at the time) and the UK
Community Manager. I ensured the communication
loop was always open and that if any other queries
came up, that I would update the Google Doc or
ask members of the team to send me over any new
queries that needed a guide answer.
The Social Customer Support & Community
Management teams all also have the Travelex Social
Media Playbook, which I created with the view to
clarifying the whole Social story – from why we’re
doing Social in the first place, to how we implement our
social content strategy, our tone of voice, our look &
feel and even example customer interactions through
social. This is essentially our Social Bible, and is useful
to have to hand as a core reference tool, alongside a
more detailed FAQ guide.
What challenges did you face with the campaign overall?
I think the main challenge for the team was the fact
that the information was constantly being updated,
so it was absolutely key that we were on the same
page as each minute and hour passed. I find Google
Docs really useful for easy, collaborative working, but
it’s always a challenge when you’re working with a
team at a distance.
This was also before we had introduced Conversocial
as our Social Customer Support Management platform,
so at the time we were using a platform which, though
it suited our needs at the time of bringing it on board
the previous year, was struggling with the load of
queries that a new app launch brought us. We were
only able to see the messages coming through
chronologically, which made it very challenging to
ensure we were answering the right queries in the
right order. We found we would either miss customers
off completely, even if they had messaged us 4 or 5
times, or would be answering a highly influential user
too late, simply because their messages were getting
pushed down the inbox in the midst of the white noise.
Luckily, Conversocial has changed the game for us
when it comes to effectively prioritizing our inbox.
In fact, since Supercard, we have also launched our
Travelex Money App, which not only allows travellers
to pre-order their holiday money conveniently from
Spring 2016 I The Conversation 13Join the conversation: #SocialFirst
their smartphones (to pick up in store or have delivered
to their home), but, unlike any other travel money app,
it provides guidance on how much you’ll need for
your trip, based on what others with similar spending
habits recommend. For this next launch, we applied a
lot of the lessons off the back of the Supercard launch
and we were happy to see it go very smoothly indeed.
Having Conversocial in place along with a robust
FAQ document with numerous scenario plans really
helped us with this.
What challenges does running a mobile application campaign present to social media customer service?
Mobile apps attract mobile customers, an audience
which is used to service on the go and which interacts
with brands in the most convenient way possible to
them – this is more often than not via Social Media.
Having the right support infrastructure to provide
efficient Customer Service over Twitter is therefore key.
This in itself provides a number of challenges, namely:
• Always-on resource – because Social doesn’t sleep!
• Robust & agile FAQ documentation – this needs to
be continually updated
• Managing the inbox – a smart social management
platform like Conversocial allows us to prioritise &
delegate effectively
• Maintaining a clear tone of voice across the team to
allow Social agents to reflect the brand’s social persona
• Employing the right kind of agent – they need to be
able to go above and beyond to fix an issue, as well
as create meaningful relationships with customers
online
• Understanding the customer – using social data to
better manage & tailor customer queries
• Scaling quality – building ongoing relationships
takes time, and shouldn’t be compromised
There will inevitably be more challenges in the road
ahead of us which we’ll overcome, but we’ve learnt
a lot this year and have come a long way because
of it. At the moment, my focus is on how we expand
our capability as a team and scale the quality of
our service as the Travelex mobile product offering
continues to grow. But with positive customer and
industry feedback, I feel we’re at least on the right
path to success.
Click to watch Sabrina discuss Travelex’s #SocialFirst customer service startegy
Haters aren’t your problem…ignoring them is.
In this eye-opening and thought provoking presentation, New York Times best-selling author Jay Baer reveals brand-new, proprietary research into why and where your customers complain.
Listen on Demand
Hug Your Haters: How to Embrace Complaints and Keep Your Customers
LISTEN TO THE WEBCAST
Find out why you need to hug your haters and embrace complaints.
Jay BaerAuthor, speaker, podcaster, investor.
President of @Convince
@jaybaer
Paul JohnsChief Marketing Officer, Conversocial
@paulJ0hns
Featuring:
Join the conversation: #SocialFirst
Spring 2016 I The Conversation 15Join the conversation: #SocialFirst
We are very lucky at Conversocial to work with some of
the world’s leading social brands and in them is housed
some of the best industry knowledge and thought
leadership. We jumped at the opportunity to learn from
Tesco and pose a few questions to the industry. The
14 experts from across the Digital Customer Service
Operation pose a lot more, but these are a few we
have selected for you to ponder over.
Who will win the war over business specialisation and social service skills?
The idea of having a social hub is nothing new;
However, as we see volume and question complexity
grow, service centres need to address the challenge
of training limitations at scale. Having a team of 10-
15 capable to answer the volumes which come their
way is all well and good; however, as social service
grows, the demand for more sophisticated social
support will develop so brands will need to separate
your team to manage the engagement effectively.
Would it therefore not be better to convert to
teams housed in specialist departments alongside
colleagues dealing with the same issues on other
service channels to streamline operations and costs?
Or is social too radical for traditional operations
altogether and are they going to need to streamline
to your social operations?
Social media is becoming more private. So, the question remains for the future, how will operations navigate the best customer journey utilising the channels demanded by your customers? Also how do we ensure the teams have the flexibility to adapt with these technically?
With greater access to messaging systems and chat
platforms, like Facebook Messenger and WhatsApp
coming into play, the social team will become more
of a hybrid role between the public and the private
engagement. The core of these platforms still lie in
social communication, so the tone of voice and nature
of service needs professionals who have a deep
knowledge of the social customers’ expectations and
requirements from their visit.
How do you match the personality of your team, voice of the brand and appropriate giveaways or rewards and compensation to effectively resolve an issue?
We live in an environment where social engagement
means a customer/brand relationship that revolves
around a genuine relationship, not just for service and
support but also brand engagement and your service
team are the heart of this. Your customers know you
inside out and expect the same in return. So if you
can use the relationships you develop to find an
appropriate and cost effective resolution to an issue
and even turn that issue into a positive experience
with the brand, why not? Never forget, people in your
social team have their own personality and strengths,
let these shine but do so to benefit the customer and
share this relationship across the team.
These are a select few questions posed in the #SocialFirst
session, we have purposefully left this open and would
love to hear your thoughts, Tweet us @Conversocial. If indeed you have questions you see as a challenge for
the future we are always happy to discuss.
What #SocialFirst means to Tesco
by George TwizellAccount Director, Conversocial @georgetwizell
Spring 2016 I The Conversation 16Join the conversation: #SocialFirst Join the conversation: #SocialFirst
How to turn social signals into structured channels using an ACD system built for the #SocialFirst contact center
Managing social media can be stressful, confusing,
and scary. In its most natural state, social is a chaotic
realm full of noise and unstructured conversations.
Without the right people, processes and platform, it’s
just a signal. For socially immature brands, this raw
signal poses a real threat with all the emotionally
charged, ‘in the moment’ customer reactions that
become prevalent for all to see. For the socially
mature brand, this signal can be turned into an
organized channel used to develop deep and
valuable customer relationships and create material
impact to the business.
Unlike traditional channels like voice or email, which
are purposefully directed in private to a brand’s
phone number or inbox, social is a public display
of commentary - good and bad. It represents how
the vast majority of your social, mobile customers
experience your brand as it’s happening. The unique
advantages (and challenges) of social represents
the greatest opportunity for brands to engage at
incredible scale, with their most emotional and vocal
customers at a time when they need it the most.
Without Conversocial and the ability to intelligently
and intuitively construct a meaningful channel of
actionable conversations from this signal, social was
at best managed as flowing chronological streams or
multiple work queues to monitor. Messages related
to the same customer conversation were scattered
across streams, un-threaded and misunderstood.
Brands that were managing an overwhelming number
of listening sources were susceptible to social signal
paralysis. As social has matured into a pervasive
surge at enormous scale, a different approach to
engagement and resolution was required.
It’s time to press PLAY
With Conversocial, helping customers can be fun again.
Teams no longer have to endure duplication, cherry
picking or collision. Manual triaging and work queues
are now a thing of the past.
Conversocial PLAY technology translates social signals
into a coherent, actionable channel for real service
engagement and resolution across multiple agents,
topics, sub-brands -- all with just one click.
By analyzing conversation and agent context,
messages are sent to the right agent and team, at the
right time. In addition, conversations are automatically
routed to the same agent who last worked on
it, to maintain personalized interactions. Think of
Conversocial PLAY as an intelligent conductor to your
contact center orchestra.
The Power of ‘PLAY’:
Actionable Conversations Distributed Friends
Jaclyn FuProduct Marketing, Conversocial@jaclyn_fu
Spring 2016 I The Conversation 17Join the conversation: #SocialFirst
How Conversocial PLAY works
Conversocial PLAY - The advanced, yet effortless,
system to create channels from the signal and
structure from the noise.
Behind a simple green Play button in Conversocial is a
highly sophisticated system that utilizes flexible workflows,
automation rules, keyword/topic triggers, skill-based
routing and conversation context. These work together
to automatically distribute all actionable workload.
Conversation context - Understanding what’s urgent,
such as a conversation requiring a resolution, the context
is detectable with Play, even to the finest nuance of social
engagement. PLAY intelligently scans all content to route
and prioritize accordingly.
Agent specialization - Matching the right people on your
team to the right conversation based on skills, experience
and knowledge helps to get the best resolution to the
customer in the fastest amount of time. PLAY also takes
into consideration who interacted with the customer last
when distributing.
Flexible workflows - The volatile nature of the social,
mobile customer requires a more intelligent approach to
automation. PLAY was built on the concept of humanity at
scale, incorporating factors like waiting to hear from the
customer and tagged sentiment into the algorithm.
To see PLAY in action and how Conversocial approaches
resolution at scale, request a demo now.
Spring 2016 I The Conversation 18Join the conversation: #SocialFirst
Are you meeting your customers’ expectations when they need you the most? Capture honest, in-the-moment social feedback - it’s as real as it gets.
2015 was the year social customer service not only
grew, but grew up. In many ways it was a year as much
about maturation as it was about saturation. This
scale has delivered unique benefits and challenges
for brands as they strive to build more emotional
connections with customers as they are experiencing
the brand. What has distinguished social from
traditional channels is its authentic, emotional, in-the-
moment qualities of resolution.
The legitimacy of social as a critical service channel
is proven by its impressive growth. Customer Service
volume on Twitter alone has grown 2.5x over the last
two years. As Official Partners, we’ve been working
closely with Twitter to help companies more maturely
serve their social, mobile customers. We are excited
to announce that Conversocial is one of the first
partners to make Twitter’s latest social customer care
tools available to our early adopter clients.
Social CSAT survey post-resolution
For the first time, companies are now able to instantly
capture the most authentic and in-the-moment view
of their success or failure to deliver against their
brand promise. This is the rawest form of highly
scaled feedback.
Twitter’s new ‘Customer Feedback’ feature allows
companies to automatically send a standard CSAT
question to their customers after a service interaction
has ended. Customers will be able to privately rate
their experience with the brand on a scale of 1-5.
For Conversocial clients, Customer Feedback
is seamlessly integrated into existing resolution
workflows. With this enabled, customers receive
the CSAT survey when a conversation has been
resolved within Conversocial. This integration with
Conversocial also makes customer responses and
associated conservation data easily accessible to
managers. Analyzing social CSAT in addition to
conversation sentiment conversion, resolution time,
and response time enables companies to more
accurately measure true resolution on social, at scale.
Customer Feedback will be made available by Twitter
in March. To enable this new feature, businesses must
work with one of Twitter’s ecosystem partners, like
Conversocial. Please reach out to your Conversocial
Client Success Manager or our sales team to get
ahead on the set-up process.
Public to private DM prompt buttons
As the social, mobile customer moves away from
public ranting, and towards private resolution,
social is an increasingly powerful, mature and
uncompromising service channel. Direct Message is
an ideal channel: it’s in-the-moment, private, mobile,
safe, and now easier to initiate with prompted ‘single
click to DM’ capability.
The public to private DM prompt is now available in
Conversocial. Please reach out to your Conversocial
Client Success Manager to learn more.
Conversocial Works with Twitter To Help Customers Get Up Close and Personal with New Customer Care Features
Anthony ThomasProduct Manager, Conversocial@spark911uk
Join the conversation: #SocialFirst
Spring 2016 I The Conversation 19Join the conversation: #SocialFirst
A brand can now respond with a standardized deep
link to a Direct Message. Twitter will turn that simple
URL into a call-to-action button that says “Send a
private message”. This greatly simplifies the demand
on the user when starting a private conversation. Since
the recipient of the Direct Message is already selected,
the compose experience is easier as well. Within the
Conversocial platform, with just one click, agents can
add a DM prompt when responding on social.
The experience must be frictionless, authentic, and
optimized for both social and mobile. The metrics
must be able to measure true impact to the customer’s
experience, not just the speed of responses. As the
social, mobile customer is maturing, so are businesses,
social networks, and technology solutions.
This isn’t just another product announcement, this is the
declaration of legitimacy for Social in digital customer
service. Customers are #SocialFirst™ and that little
Bluebird has felt the shifting winds and is aligning
himself accordingly. It’s the truth, it’s factual. Everything
is satisfactual, or will at least measure satisfaction.
For more information, request a demo to see how
Conversocial can help you start capturing authentic
social, mobile customer insights.
Not subscribed? Email [email protected]
Conversocial (http://www.conversocial.com) is trusted by global brands in hospitality, utilities, airlines and consumer brands for social customer service solutions that improve productivity and operational efficiency by managing the flow of customer-service inquiries and discussions on social media channels such as Facebook, FB Messenger, Twitter, Instagram, YouTube and Google+.
Brands including Hyatt, Sprint, Barclaycard, Alaska Air, Co-operative Bank, Travelex and more. Conversocial is a Twitter Certified Partner, Official Instagram Partner and a Facebook Preferred Developer.
For more information, visit http://www.conversocial.com/ t.@conversocial
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