SHARE



ABOUT THE AUTHOR


Edwin Margulies
SHARE



Edwin Margulies | May 21, 2014 |

 
   

Top Three Barriers to Success in Social Engagement For Customer Care

Top Three Barriers to Success in Social Engagement For Customer Care Lack of proper reporting, spam control and coaching tools can ruin your social engagement for customer care initiative.

Lack of proper reporting, spam control and coaching tools can ruin your social engagement for customer care initiative.

Social customer care is not as simple as replying to a customer on Twitter or Facebook. If you are about to take on social engagement for customer care, you can benefit from the rocky road other practitioners have traveled, and take into considerations the lessons learned.

Specifically, there are challenges to overcome that might not be obvious at first. Here are the top three barriers to social engagement success, based on what customers tell us.

Accurate Reporting
Contact center professionals expect their communication channels to be easily tracked and measured. Unfortunately, for social media, that is not the case.

In a recent survey by ICMI, 80% of contact centers that offer social customer care struggle with accurate reporting and analytics. Early makers of "social" software were not familiar with traditional contact center metrics like SLAs (Service Level Agreement) or KPIs (Key Performance Indicators) for agents. These metrics are essential because they help to drive the correct behavior with agents and act as the benchmark for how well the entire service organization is performing.

For example, SLA metrics help you to understand how many interactions are in queue and waiting to be serviced. Or how long it takes on average to respond to customers. The same applies to social posts.

The same also goes for metrics that show how well an individual agent is doing. For example, consider the number of interactions that were handled by an agent during his or her shift. Or the length of time it took to resolve an issue.

Be sure to carefully inspect the reporting and real-time dashboards of any software you're eyeing for social engagement. If you can't count response times, hold times, number of posts answered, etc., you will have a hard time reporting your efficacy as a team to management.

Wading Through all the Data
Another major roadblock to success is spam. Just like with email, non-relevant social posts are the enemy of productivity in today's modern contact center. Some customers who have tried non-professional tools complain that as much as 85% of agents' time is spent sorting through spam. That means agent occupancy is very low and therefore an agent's ability to service legitimate customer requests is negatively affected.

The way to avoid this roadblock is with true NLP (Natural Language Processing) capabilities. An NLP engine can be fine-tuned to listen for and carve out non-actionable posts. This is important because an efficient agent is a happy agent. Show me an agent that is looking at spam all day, and I'll show you an agent that turns over quickly.

Observing and Coaching Agents
Think of how hard it would be to monitor and coach agents if you did not have real-time dashboards or the ability to whisper-coach agents on voice channels. Now consider the same model for social. If you did not have the ability to understand what agent was working on which channel, or agent availability, or the sentiment (i.e."color") of their outreach--where would you be? You would be a ship without a rudder--with no insight into agent activity. The roadblock here is manifest in a "free-for-all" approach where agents log into disparate consoles with no centralized monitoring or coaching.

To avoid this problem, make sure you have access to a supervisory dashboard that shows all your agents' availability status, the type of interaction they are working on, and other real-time metrics. It's especially helpful to be able to see real-time outreach stats showing the "mood" of the people your agents are interacting with.

Conclusion
Lack of proper reporting, spam control and coaching tools can ruin your social engagement for customer care initiatives. However, if you keep these roadblocks in mind before you jump into social engagement for customer care, you can save yourself a lot of headaches. Be sure to consider real-time dashboards with SLA and KPI metrics, NLP capabilities, and supervisory control panels. Think: "Do these tools make for a world class contact center?"

Edwin Margulies is the Vice President of Social & Mobile Product Management at Five9. Ed is an industry veteran with significant expertise in customer service, voice and social technology. Ed has designed hundreds of automation systems and contact centers for both network and enterprise deployments. He’s also an author, having written more than a dozen books on contact center and social technology.





COMMENTS



Enterprise Connect Orlando 2018
March 12-15 | Orlando, FL

Connect with the Entire Enterprise Communications & Collaboration Ecosystem


Stay Up-to-Date: Hear industry visionaries in Keynotes and General Sessions delivering the latest insight on UC, mobility, collaboration and cloud

Grow Your Network: Connect with the largest gathering of enterprise IT and business leaders and influencers

Learn From Industry Leaders: Attend a full range of Conference Sessions, Free Programs and Special Events

Evaluate All Your Options: Engage with 190+ of the leading equipment, software and service providers

Have Fun! Mingle with sponsors, exhibitors, attendees, guest speakers and industry players during evening receptions

Register now with code NOJITTEREB to save $200 Off Advance Rates or get a FREE Expo Pass!

November 1, 2017

Your customers (internal and external) demand that you offer them the ability to connect by any means. With the adoption of cloud communications tools you now have access to an expanded portfolio o

October 18, 2017

Microsofts recent Ignite event had some critically important announcements for enterprise communications. Namely, Microsofts new Team Collaboration offering, Teams, will be its primary communicatio

September 20, 2017

Customer experience can make or break your business. But how do you achieve outstanding customer service when you're dealing with outdated organizational structure, lagging technology, dated proces

October 23, 2017
Wondering which Office 365 collaboration tool to use when? Get quick pointers from CBT Nuggets instructor Simona Millham.
September 22, 2017
In this podcast, we explore the future of work with Robert Brown, AVP of the Cognizant Center for the Future of Work, who helps us answer the question, "What do we do when machines do everything?"
September 8, 2017
Greg Collins, a technology analyst and strategist with Exact Ventures, delivers a status report on 5G implementation plans and tells enterprises why they shouldn't wait to move ahead on potential use ....
August 25, 2017
Find out what business considerations are driving the SIP trunking market today, and learn a bit about how satisfied enterprises are with their providers. We talk with John Malone, president of The Ea....
August 16, 2017
World Vision U.S. is finding lots of goodness in RingCentral's cloud communications service, but as Randy Boyd, infrastructure architect at the global humanitarian nonprofit, tells us, he and his team....
August 11, 2017
Alicia Gee, director of unified communications at Sutter Physician Services, oversees the technical team supporting a 1,000-agent contact center running on Genesys PureConnect. She catches us up on th....
August 4, 2017
Andrew Prokop, communications evangelist with Arrow Systems Integration, has lately been working on integrating enterprise communications into Internet of Things ecosystems. He shares examples and off....
July 27, 2017
Industry watcher Elka Popova, a Frost & Sullivan program director, shares her perspective on this acquisition, discussing Mitel's market positioning, why the move makes sense, and more.
July 14, 2017
Lantre Barr, founder and CEO of Blacc Spot Media, urges any enterprise that's been on the fence about integrating real-time communications into business workflows to jump off and get started. Tune and....
June 28, 2017
Communications expert Tsahi Levent-Levi, author of the popular BlogGeek.me blog, keeps a running tally and comprehensive overview of communications platform-as-a-service offerings in his "Choosing a W....
June 9, 2017
If you think telecom expense management applies to nothing more than business phone lines, think again. Hyoun Park, founder and principal investigator with technology advisory Amalgam Insights, tells ....
June 2, 2017
Enterprises strategizing on mobility today, including for internal collaboration, don't have the luxury of learning as they go. Tony Rizzo, enterprise mobility specialist with Blue Hill Research, expl....
May 24, 2017
Mark Winther, head of IDC's global telecom consulting practice, gives us his take on how CPaaS providers evolve beyond the basic building blocks and address maturing enterprise needs.
May 18, 2017
Diane Myers, senior research director at IHS Markit, walks us through her 2017 UC-as-a-service report... and shares what might be to come in 2018.
April 28, 2017
Change isn't easy, but it is necessary. Tune in for advice and perspective from Zeus Kerravala, co-author of a "Digital Transformation for Dummies" special edition.
April 20, 2017
Robin Gareiss, president of Nemertes Research, shares insight gleaned from the firm's 12th annual UCC Total Cost of Operations study.
March 23, 2017
Tim Banting, of Current Analysis, gives us a peek into what the next three years will bring in advance of his Enterprise Connect session exploring the question: Will there be a new model for enterpris....
March 15, 2017
Andrew Prokop, communications evangelist with Arrow Systems Integration, discusses the evolving role of the all-important session border controller.
March 9, 2017
Organizer Alan Quayle gives us the lowdown on programmable communications and all you need to know about participating in this pre-Enterprise Connect hackathon.
March 3, 2017
From protecting against new vulnerabilities to keeping security assessments up to date, security consultant Mark Collier shares tips on how best to protect your UC systems.
February 24, 2017
UC analyst Blair Pleasant sorts through the myriad cloud architectural models underlying UCaaS and CCaaS offerings, and explains why knowing the differences matter.
February 17, 2017
From the most basics of basics to the hidden gotchas, UC consultant Melissa Swartz helps demystify the complex world of SIP trunking.
February 7, 2017
UC&C consultant Kevin Kieller, a partner at enableUC, shares pointers for making the right architectural choices for your Skype for Business deployment.
February 1, 2017
Elka Popova, a Frost & Sullivan program director, shares a status report on the UCaaS market today and offers her perspective on what large enterprises need before committing to UC in the cloud.
January 26, 2017
Andrew Davis, co-founder of Wainhouse Research and chair of the Video track at Enterprise Connect 2017, sorts through the myriad cloud video service options and shares how to tell if your choice is en....
January 23, 2017
Sheila McGee-Smith, Contact Center/Customer Experience track chair for Enterprise Connect 2017, tells us what we need to know about the role cloud software is playing in contact centers today.