It amazes me that 70% of companies still ignore what their customers are saying on Twitter.
However, I also know firsthand that call center executives do not want social activity monitoring to lead to more tickets or cases in their tracking systems.
Making your call center social doesn’t have to be hard. One of the main tenants of deploying the social enterprise is being part of your customers’ conversations. Salesforce.com provides the tools to do this, but not all companies know how.
In this blog, I hope to share some best practices to address the fear of bringing social to your support center.
#1. Create dedicated support channels on social sites like Facebook and Twitter
Your call center has a dedicated phone number so why wouldn’t you have a dedicated site for your customers to socially discuss their issues?
If a customer posts to the general corporate site, “conversations” should be routed to the support team or to a community manager who can guide the customer to the correct channel.
#2. Create rules to filter conversations
Salesforce.com’s social hub combines the power of Radian6 and salesforce.com’s Service Cloud. Instead of filtering conversations, community managers create rules based on sentiment and if statements, to automatically create a support case. The cases can then be properly placed into the correct queue much like it was a customer email.
#3. Use Klout score to assign priority
The Radian6 engagement console allows community mangers to pull in Klout scores. This is very important since Klout scores are calculated by a user’s influence on the social community. Getting in front of an issue with a customer that has a high Klout score can potentially deflect a large number of cases from the call center. Not only will followers see the answer to the issue, but they will also see any positive responses by the customer. This will also help in situations where a person with a high Klout score retweets a post by someone with a low Klout score.
Still afraid of bringing social to your support center? Let me know your reservations.