Research firm Software Advice recently highlighted Parature in a five company round-up of customer service social listening tools titled 5 Tools to Turn Social Listening into Customer Service Action. Here is the full context of Parature’s feature by Software Advice analyst, Ashley Furness:
How to Harness Social Listening for Customer Service
By Help Desk Software Advice Analyst Ashley Furness
Leaving customer service complaints unattended on social media is like handing your angriest patrons a loud speaker in front of a Superdome full of potential customers. The problem goes from personal to public in an instance.
Unfortunately, the mass of information flowing in and out of social networks makes it impossible to catch everything. On top of that, marketing-focused social listening platforms are used primarily to mine for big-picture data such as customer sentiment. This does nothing for service agents that need to respond in real time.
Customer support software developers, including Parature, have developed tools to solve this problem. Here’s how this technology turns social media listening into customer service action.
Prioritization is Key
As mentioned, one of the most difficult parts of socialized customer support is fishing out the most critical comments among the masses of information out there. To overcome this challenge, Parature listens for any combination of the #CompanyName, @CompanyName or brand mention. Companies or organizations can also monitor for additional customer service keyword triggers such as “help” or “need assistance.” Parature then captures these social media interactions and automatically creates a support ticket and support alert notification.
Once incorporated into Parature’s centralized service desk, brands can prioritize service based on factors such as urgency expressed in the content, a customer’s purchase or service history and more. A computer manufacturer company might, for example, place higher value on a well-known social media influencer of theirs or a brand advocate who recently purchased ten laptops – and bump his help request to the top of the queue. The priority each brand gives social customers completely depends on the company’s own customer service strategy.
Parature Chairman and Co-founder Duke Chung also notes that emotional implication plays a big role in ranking the importance of social messages, but so does intention. Someone might describe a game as “badass,” for example. That’s two negative words conjoined, which together mean something positive.
Service Needs to be Agile
Another common obstacle to efficient social customer service is process. If a complaint is submitted on Twitter, what’s the next step? Create a ticket? Respond in Twitter with a link? Send an email?
Not only does this make it difficult to respond quickly, it also provides a poor customer experience. Parature processes social media issues in the same way as tickets from any other channel – be that voice, email or chat. Once the social media complaint is identified, the software creates a ticket that shows up in the service queue along with requests from other channels. When they respond, it’s automatically pushed to Twitter, email or whatever channel makes sense in that situation.
Context is Crucial
If a community or social media manager is manually monitoring Twitter and Facebook, they won’t have the complete customer context on hand. As a result, they likely wouldn’t flag a complaint as critical because they won’t know that the customer called the hotline, emailed three hours ago, and then tweeted, for example. They simply wouldn’t know each customer’s past points of contact. Similarly, they wouldn’t have a quick reference to identify loyal and high-value customers that might warrant a faster response than others.
Automated Routing Speeds Response Time
Parature also uses a role-based interface 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.
Reporting tools also enable managers to constantly monitor response time and satisfaction so they can fine-tune process and prioritization rules.