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Journey to Social Media Monetization

13 Apr 2016 / Written by  / News

right it services social care solutions

Unlocking the power of Social Media Technology to businesses through Customer Service

Hello Marketers!

This is the first act of a series of articles that we are going to release in the next months to help you set your way on getting value from Social Media! Let’s call it the journey to social media monetization.

Discloser: If you are expecting to read another boring article about Social Media, it’s better for you to stop here. This is an article about Social Media Technology architecture, tools and best practices! This is not boring!

Many others before talked about the power of the social media networks, that’s a no-brainer and I’m not going to waste much of your time to convince you of that. Nevertheless, social media locks in a tremendous value for almost every single business out there. One of the aspects where social media can help your business to go further is in the customer support process.

Unlocking the power of Social Media Technology to businesses through Customer Service

Hello Marketers!

This is the first act of a series of articles that we are going to release in the next months to help you set your way on getting value from Social Media! Let’s call it the journey to social media monetization.

Discloser: If you are expecting to read another boring article about Social Media, it’s better for you to stop here. This is an article about Social Media Technology architecture, tools and best practices! This is not boring!

Many others before talked about the power of the social media networks, that’s a no-brainer and I’m not going to waste much of your time to convince you of that. Nevertheless, social media locks in a tremendous value for almost every single business out there. One of the aspects where social media can help your business to go further is in the customer support process.

Just think with me, your customers are using Social Media massively regardless their nationality, profession or age along with this Facebook, twitter, wechat or telegram are dictating rules across the globe because your customers are using those platforms to communicate, to buy, to share their experiences about products and also to seek for help to resolve problems with products! Isn’t a good idea if you start thinking to support your customers there also?

Besides that, it isn’t difficult to understand that Social Care today can be really efficient. Gartner recently referred that business case Social agents are able to handle 4-8 times more issues/hour than phone agents! In another hand, Social Care can also reduce call volumes by 30% and increase customer retention between 3% and 5%. In terms of costs Social Care represents 1/6th the cost of phone interactions, or between 1/3 and 1/5 the cost of email interactions.

In spite of all these promising facts about Social Care you shouldn’t think that’s an easy one, no! Implementing Social Care is very challenging

My first advice to you is to make sure that you have the basics in place otherwise if you start the journey of Social Care without validating basic stuff then you might end up with a big problem in your arms.

By basics I mean to have in place a technological solution to enable your Social Care Team to be capable to respond to under high volumes of social messages, in a promptly way, in your customer’s language and with quality responses… I know, this seems to be too much for the basics but I don’t need to remember you that social media can be the heaven or the hell for your brand… you decide .

Any exercise to draw a technology solution to cover above requirements must also address other sort of challenges such as to have the ability to listen and engage on different channels.

Conceptually, a solution implementing Social Care can be seen an information system built upon on a set of blocks, each one providing different services and playing different roles into the overall solution.

Figure 1 tries to give you a visual context of those building blocks and how they connect each other to enable Social Care capability. The diagram should be understood as the end state of the solution, meaning that you don’t need to wait to have all them in place to start Social Care with your customers. If planned conveniently, the rollout of the building blocks can run progressively enabling you to start Social Care before the complete rollout. 

right it services social care solutions

One of the most challenging (and important) building blocks is the Social Network Integration and that’s because Social Media platforms are today in constant evolution and besides that new ones are created almost every day, if most of those do not become relevant there’re a few of them that might be important to your business to be there. This constant “keep up” with the social media evolution is tough and can be difficult to sustain in the long run. What to do? Adopt an integration architecture that opens your social media model making it decoupled from specific external systems (social media platforms). Never do point-point integration directly with your case management solution instead use a middleware system (application server) between to translate “social language” to your social media model.

Case Management is actually what your Customer Support Agents use (and know). Selecting a case management solution for social care should be no different of selecting it for another channel, in fact if you are using already one solution for case manage you should assess it to verify if it can be reused to handle social care as well.

Although I don’t recommend, it’s possible only with Social Network Integration and Case Management in place to start doing social care. Language detection, Topic routing and Prioritization are functions that are only a must if your social data volumes are high and your social care team is not large enough to handle those volumes. Then, the first step is to maximize overall productivity by leveraging agent’s skills through the automation of Language detection and topic routing. These two building blocks enable expert agents to receive cases that are related with subjects (topics) on which they are specialized (experts) and therefore increasing response times (and more customer requests can be handled). As a last though, if you enable prioritization you can then tackle the customer cases that are most important for your business and therefore should be answered first.

In the next article I’m going to describe you one solution that you can adopt to implement Social Care. Stay tuned!

Authors 

Manuel Conde
Lead Technical Architect
This email address is being protected from spambots. You need JavaScript enabled to view it.



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Last modified on Friday, 16 March 2018 11:40

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