social media business intelligence
There’s something so interesting (and addictive) about social media. It makes even luddites feel tech-savvy; it’s hip and new, and, according to some customer experience experts, anyone who matters is doing it. And consumers’ social media activities extend well beyond updating their Facebook page or tweeting about their most recent customer service disaster. Customer service is going social – big time!! According to Zendesk, 62% of consumers have looked to social media channels for customer service issues.
But before you begin logging onto your company’s Facebook page a dozen times a day to see how many “likes” you have, and endlessly searching tweets containing your company’s name, step away from your keyboard. Social Media Monitoring is not the place to start your Social Customer Service efforts. Responding to the noise on social media platforms is like chasing smoke – frustrating, time-consuming and ultimately futile if your aim is to effectively improve the customer experience. If you take this approach you are incapable of controlling what people put out there in the social sphere about your organization.
Instead, think about taking the inside-out approach. Social Media Business Intelligence, is so much more sexier than Social Media Monitoring, as it is far more effective in driving long-term service improvements within an organization which ultimately reduces the number of complaints customer voice through all channels, social media included. The interactions organizations have with their customers are increasing in their complexity. Where in the past all issues were funneled through the call center, today customers are more likely to address an issue through self-serve. Failure in that arena leads customers to community chat (filled with an equal mix of knowledgeable gurus and misinformation) and finally the call center. Dial-to-disconnect speech analytics can help organizations gain insight into these complex interactions and more importantly, their failure points. Continue reading “Social media monitoring is like chasing smoke” »
As you may have noticed, we’ve been talking a lot this month about social media, and how it fits in with business intelligence and customer service. And that’s for good reason — more and more companies are trying to figure out how to navigate and take advantage of these (still relatively new) channels.
In response to that demand, we’ve just announced a new service offering, Social Media BI™, which is now available to our customers. Social Media BI is intended to help organizations move beyond just responding to individual complaints via social networks, and instead use these channels to identify and analyze issues that are creating the most problems for their customers. From there, we can help companies create proactive strategies for managing their social media efforts — and avoid the dreaded reactive approach.
Check out the announcement that we made this week for more information on Social Media BI, and let us know if you have any questions!