10 Social Media Challenges
10 Social Media Challenges For The Contact Centre
This being the case, we have seen the rise of the social customer service team sitting within the contact centre. But, what are the key challenges for the contact centre and, more importantly, what are the solutions?
1. Monitoring Multiple Channels
All of these conversations are in the public domain. So, make sure you get a social media monitoring platform that can monitor for brand mentions across all these channels, including blogs, forums and the wider Twitter firehose.
2. Reducing Noise into Relevancy
The solution here is to define a set of keywords and phrases that help classify certain mentions. By using a keyword table, you can automatically identify issues and define a priority setting. Customer service agents can then focus on those higher priority posts.
3. Identifying Top Influencers and Key Customers
This can be achieved by creating separate tables of social profiles for influencers and key customers. Workflow can then be created to recognise a mention from one of these profiles, automatically tag it and prioritise that mention within our social customer service queue.
4. Distribute Mentions Effectively
Multiple teams should be created, with multiple agents assigned to each team. Mentions from certain channels or matching specific tables can then be directed at the most appropriate team. Within that team, the mention should then be assigned to the agent with the best chance of responding quickly.
5. How do we Control Agent Engagement?
Permissions should be set up for each individual agent, defining what they can and can’t post. A supervisor approval loop can be set up for certain agents, vetting anything from 10-100% of replies and posts. Maintain an audit trail for every agent interaction to provide full accountability.
6. Transition from Public to Private Channels
There are now platforms available that enable a seamless transition across multiple digital channels. If you need to move a customer from Twitter to live chat or from Facebook to email, choose a digital customer service tool. This will ensure that you manage the full threaded conversation from within the same team and the same platform.
7. How do we Handle Social Media Spikes?
Real time visibility is the key here to identify the spike through ‘buzz’ volume charts, word clouds and top mention widgets. But, once identified, you can utilise ‘bulk actions’. This allow you to identify a subset of matching mentions and then carry out a mass tag or action, applied to all the filtered data in one go.
8. How do we Manage Social OOH?
This issue is fuelling the emergence of a core team / overflow model. Whereby, the core team is positioned to manage social activity within working hours. But, a trusted partner may be used to manage OOH mentions. The key here is to ensure that you have the right workflow set up to manage this requirement effectively.
9. Tracking the Customer Journey
Maintain a social interaction history by customer, so you can understand recent history. Use ‘recent customer’ routing to direct the customer to the agent that they last engaged with. Hook into CRM systems, adding a digital profile for each customer, to access their cross-channel interactions.
10. Measure Relevant KPIs
Yes. Many platforms offer a real-time supervisor dashboard. Ideally, this will provide a breakdown across overall response time, team performance and agent performance. Just bear in mind that you can only measure agent performance based on the time taken to respond once the mention has actually been assigned to that agent!
Social media customer service is constantly evolving. Make sure you work with a partner and platform that is keeping pace with the advances and innovations as they occur. To find out more about how DigiDesk helps you manage Social Customer Service, simply click here to contact a member of our team.