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Never Go Wrong With Your Social Media Strategy

By John Bryson, Sitel As Published by Global Services

John Bryson, Director, Product Management, Sitel, writes about some dangerous mistakes that enterprises make with their social media customer care strategy and how to avoid these.

Beyond Keywords: Effective Web Monitoring
For many organizations, web monitoring remains challenging and elusive, with disconnects between marketing and operations. Some are still seeking appropriate customer inquiries by searching on keyword - but the state of the industry is evolving rapidly. This pace of innovation will likely accelerate as tools are enhanced and new solutions are created.

Using natural language monitoring instead of basic keyword searches, organizations can more easily eliminate the noise on social media to locate the pertinent messages. Natural language monitoring takes a previously unmanageable amount of information and brings the appropriate messages that merit a response to the top. It also allows for an automated, and better organized routing and prioritization strategy of inbound inquiries to specialized agent queues based on common and resolvable problem types.

Effectives Response Strategies: Better Agents = Better Responses
Customers are very sensitive to poorly crafted social engagements. Social agents need to be well trained and highly skilled. In the social world, poor responses have the potential to go viral. A traditional voice agent that misspeaks limits the company's liability to the one customer to which they're speaking. A mishandled customer interaction in the social environment has a far greater potential for widespread negative impact.

Solve for this in the screening and hiring process. Seek technology savvy agents with excellent written and social communication skills. The social agent needs the ability to understand colloquial expressions and slang to best serve customers through the web. Social media can be executed in offshore environments at cost-effective rates, and will evolve to be location agnostic as the channel matures. Text-based channels of interaction, both social and chat, are free of language, intonation or accent-related issues that can be easily detected in voice-based customer care.

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