5 Awesome Tools for Effective Social CRM
There has been a lot of chatter recently about the need for greater marketing and customer service alignment. After all, it is well known that repeat customers are far cheaper to acquire then new ones. But the question is how to do this effectively?
Social media may be a great answer to this question. Here are 5 tools you can use to easily turn social media listening into customer service action.
Salesforce Social Hub
Salesforce.com launched The Social Hub last year after acquiring social monitoring platform Radian6. The system uses customized keyword identifiers to extract customer service requests from more than 150 million social networks, blogs, forums and other sources. It scans for messages that combine #CompanyName, @CompanyName and brand mentions with customer service-related triggers. This includes generic words like “help” or “need assistance,” or specific phrases like “My cable is out.” These requests are then automatically prioritized according to content and the customer’s purchase history and social activity level.
LiveOps Social
LiveOps Social is Cloud-based contact center software that processes social servicerequests exactly like tickets submitted through voice, email or the Web. It searches for requests by Twitter hashtag or keyword, or by designated Twitter and Facebook accounts. Once LiveOps identifies a request, it creates a ticket that shows up in the service queue along with requests from other channels. The work item is synchronized with other relevant customer data to prioritize the request, including service and social history.
Social Dynamx
Social Dynamx uses role-based interfaces to automate social message routing. The system considers agent expertise, work group, current caseload, average time to respond, and service satisfaction rate. The platform might, for example, choose a top service-rated agent to handle a strongly negative issue. Users can easily change or add expertise as needed. Imagine if a company were suddenly flooded with tweets about a defect in a certain product. The customer service team could create a new work group and tag corresponding agents as the sole recipients for tweets related to that issue.
Social Media Spaces by Moxie Software
Many companies only respond to the angriest customer complaints posted on Twitter. This is a bad move, according to Moxie Software Marketing Vice President Tara Sporrer. “You want damage control, but you don’t want to train your customers by only responding to irate messages,” she says. Social Media Spaces allows supervisors to analyze social response data so they can constantly tweak prioritization and routing rules. The dashboard uses metrics such as social customer satisfaction, first contact resolution and ticket rerouting rates.
Social CRM by Parature
Similar to others described here, Parature uses rules-based prioritization for routing social messages. The company differentiates itself in its breadth of experience and accuracy crafting these rules over 10 years in the customer service software industry. Someone might describe a game as “badass,” for example. That’s two negative words conjoined, which together mean something positive. The software might also factor-in how easy or difficult that person is to work with, or their average spend values.
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