Step 1: Manually Monitoring & Reactive Response
1) Most companies starting out are using free or low cost tools such as Addict-o-Matic, HootSuite, Google Alerts, SharedCount, Social Mention, Trazzup and TweetReach plus a variety of Facebook® free tools.
2) These software utilities can look for key words and phrases, companies monitor public social media sites to determine what is being said about their company and products.
3) Monitoring what their competitors’ customers might be saying? Finding a competitor’s unhappy customer is a perfect time to introduce that customer your product.
4) By searching for keywords, company name, products or by following hash-tags on Twitter, as well as by entering in company or product-related names in Facebook, companies can see what is being said about them and their products.
5) Usually marketing that is responsible for responding to public social media comments.
6) Responses can range from:
a) No response
b) Simple acknowledgement of the comment
c) An invitation to move the conversation from public to: phone, email, Facebook messenger or Twitter DM.
Step 2: Automated Monitoring & Manual Routing
1) By using automated monitoring tools such as Brandwatch, Buzzient, Buzzsumo, CyberAlert, Keyhole, Mention, NetBase, Nuvi, Talkwalker, Trackur and other companies aggregate social feeds and get notification about when and how their brand is mentioned on social media sites.
2) These monitoring tools provide real-time monitoring and alerting, allowing companies to respond to critical items promptly.
3) Companies receive the alerts and information about the social media comments, which may include information on sentiment (e.g. is the customer very angry).
4) The comments are then manually triaged and sent (usually via email) to the appropriate group (customer support, tech support, billing, collections or sales) for the next step.
5) Depending on the specific relation and inquiry, communications can be manually sent to the right person on the customer’s need: language, time-zone or maybe a VIP team.
6) The problem, these replies are all separate silos of information held by marketing
Step 3: Automated Monitoring & Automated Routing
1) This goes a step beyond simply using monitoring tools to automatically routing the comments to an appropriate individual based on keywords and skills required to respond to the customer.
2) In most cases, this involves integrating the social media monitoring tools with the company’s contact center technologies, such as skills-based routing, to ensure that the appropriately skilled person is handling the interaction.
3) In this step where contact center agents start getting more involved with the process and the contact center technologies can be extended to the marketing department.
4) When integrated with the company’s contact center platform, social media interactions can be treated as other customer service interactions: phone, email, or chat.
5) Companies can then view contact center reports, indicating not only how many interactions came in via social media, but how long it took to respond to the customer, whether the situation was resolved, BPO’s might have different SLAs and more.
6) Now, social media is mostly under control of the contact center and working well.
7) Customers want to move between social media, chat, voice, email, SMS without having to repeat their situation with every new agent they meet.
8) Customers want to access more channels which improves the customer experience (CX). And this is less customer friction through OmniChannel, but only when the channels are not forced or in separate silos.
Step 4: Full Integration with OmniChannel Contact Center Solution with A.I.
1) The customer having control through OmniChannel is the key to great customer experience.
2) True OmniChannel always removes the separate silo channels, every agent can see every past conversation no maker which channel.
3) The next step is connection the social media monitoring and routing with the rest of the contact center tools: WFM, CRM, CTI, scripting, ERP, BMP, databases, inventory, logistics with A.I.and finding repetitive commonly asked questions / giving suggested answers and finding the next money saving business trends.
4) By integrating with the CRM system, companies can push up information about the customer to the CRM as a single silo.
5) The IRV being smarter and properly set-up and actually being helpful and useful.
6) And after a social media interaction (this requires being able to identify who the social media customer is, which isn’t always easy)
7) Pulling all past communication from the CRM to give the agent the 100% view of the customers’ past.
8) The agent needs to be provided with purchase history and any other context about through the OmniChannel interactions, again a single silo for everything.
9) For example, agents should be able to see if the customer has already spoken with a contact center representative on this issue but didn’t get a resolution, or that this is an ongoing situation that hasn’t been resolved.
10) Most often customers turn to social media as a last resort, and the individuals handling the interaction needs to understand the context of the past interactions.
11) Artificial Intelligence (A.I.) in OmniChannel is where the magic happens.
a) Experts are assigned for the A.I. to learn based their questions and replies.
b) With about 200 most common questions and replies A.I. will start giving better suggested answers to the newer and less polished agents.
c) These A.I. best suggested replies will get better and better with more time and more varied questions and answers.
d) These A.I. best suggest replies will also be working in all other OmniChannels: email, chat, texting and even scripting for voice.
12) Chat-Bots will gain enough information from the ‘expert’ agents to answer maybe 50%-80% of the repetitive questions from A.I. based on company expert’s answers.
13) All true OmniChannel vendors have great APIs and will connect to any CRM or system.
14) Email and mail with A.I. to give best suggested answers.
15) There are not many true OmniChannel contact center vendors. I see three groupings:
a) Some OmniChannel vendors are an ecosystem and best if you take most of it.
b) Some OmniChannel vendors are “best of class” and only offer one part but they are great. Just like other single purpose vendors and started with recording and may have branched out to another contact center specality: WFM, Queue call back, PBX, Predictive dialer, CTI, Analytics, Social media monitoring and Social media answering to name a few.
c) Some OmniChannel vendors are truly modular and have a great full offering as well as “best of class” modules to work with any systems you would like to keep.
16) With OmniChannel will give better Customer Experience (CX) with these advanced solutions used right in the right way
Call Center Pros ran a small survey found 75% of BPOs and companies are still in the first two steps of social media usage for customer care, including both BPO and end user companies.
- 40% are in Step 1
- 35% are in Step 2
- 16% are in Step 3
- 9% are in Step 4
- Analyze your customers needs and wants.
- Analyze your customer service operation.
- Analyze your social media strategy.
- Analyze your BPO and company’s goals.
Call Center Pros says we shouldn’t even call it OmniChannel anymore…. That’s just how customer experience should be.
Please contact us for any call center technology need or telecom challenge.
Thank you,
James W Wilson
Call Center Pros
james@call-center-pros.com
http://www.linkedin.com/in/jameswwilson
1-404-936 4000
A type of gear exist to help monitor, analyze, and route, social media interactions, imparting reports, analytics and A.I. to help you apprehend how nicely your BPO or employer is meeting your goals.
ReplyDeleteThanks and Regards
paridhi