Here it is—the Spring edition of The Conversation

How Sprint Serves their Social Customers Page 4

The Conversocial Social Maturity Index Page 7

Featured:

Conversocial

Turn chaotic signals into #SocialFirst™ channels

Featuring:

Spring 2016 I Issue 4conversocial.com @conversocial Join the

conversation: #SocialFirst

‘Channel API’

Spring 2016 I The Conversation 2Join the conversation: #SocialFirst

Featured

Welcome note from Joshua March, Conversocial CEO & Founder

Conversocial ‘Channel API’: Turn Chaotic Signals into #SocialFirst Channels

Featuring

Customer Success Story: How Sprint Successfully Serves their Social Customers

Content spotlight: The Conversocial Social Maturity Index

#SocialFirst Customer Service

Cutting the Cord: How Messenger Will Change the Travel Industry

Behind the Social Customer Care Magic: The #SXSW_Genie

Humanity @ Scale: How Travelex Serves their World Traveler Friends

Listen on Demand: Hug Your Haters Podcast ft New York Times best seller Jay Baer

What #SocialFirst Means to Tesco

Industry and Product news from Conversocial

The Power of ‘PLAY’: Actionable Conversations Distributed

Conversocial Works with Twitter to Help Customers Get Up Close and Personal

Contents Spring 2016 I Issue 4

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Join the conversation: #SocialFirst


Customers asked brands nearly 22 million questions

on Facebook and Twitter in 2015. On Twitter alone,

customer service conversations have grown 2.5x over

the last two years. Long response times, automated

replies, rigid scripts and high customer effort have

driven customers to reject more traditional channels

in favor of social. For some of our customers, social

now represents over 10% of their inbound service

volume and is bigger than email.

The development of social as a private resolution

channel will only push this higher. We were one of the

first innovators to introduce live chat through Facebook

Messenger, as well as Twitter’s new click to DM

functionality. Enabling companies to promote private

messaging over social channels removes one of the

main objections to having a #SocialFirst approach to

customer service. Messaging will be the biggest digital

service channel within the next couple of years.

As part of this growth, we are now enabling

Conversocial to be your agent platform for a much

wider range of channels, through the launch on

Monday (April 4th) of the Conversocial ‘Channel API’.

This will enable you to benefit from off-the-shelf

integrations with our growing partnership ecosystem,

starting with the listening and social intelligence

platforms Brandwatch and Synthesio (the top

‘Leaders’ in the 2016 Forrester Wave for Enterprise

Social Listening Platforms). Combining the power of

best-in-class social customer care and social listening

platforms, agents can now conveniently monitor the

most urgent listening mentions that matter right from

the Conversocial platform. Actionable conversations

are distributed using Conversocial’s PLAY technology

so agents don’t miss a chance to serve.

You can also use the Channel API to build integrations with

your own channels—for example custom-built forums, or

messaging inside your native mobile applications.

Digital interactions in the contact center are expected

to overtake telephone contact by 2017 (driving huge

value in increased customer satisfaction and reduced

cost to serve). Social and messaging (including

Twitter DM, live chat through Messenger, or in-app

messaging) are the biggest drivers of this—and we’re

excited to be at the forefront of it with you.

For more information on Conversocial’s Channel API

head here.

Welcome to The Conversation

Joshua March CEO & Founder, Conversocial @joshuamarch

http://www.conversocial.com/blog/no-channel-left-behind-transform-traditional-digital-channels-to-socialfirst-with-conversocials-new-channel-api

https://twitter.com/joshuamarch

http://twitter.com/joshuamarch

Join the conversation: #SocialFirstSpring 2016 I The Conversation 4Join the conversation: #SocialFirst

Industry: Telecommunications

Humanity @ Scale:

How Sprint Successfully Serves their Social Customers

Sprint’s #SocialFirst Story

#Challenges

Integrate Facebook Messenger as a viable support channel,

becoming the market leader in the telco industry

Manage the social footprint of 4 different brands, establishing and

maintaining a consistent human voice

Scale to a 24/7 model for customer service, while maintaining the

same level of service

Sprint launched their Social Customer Service operation in 2012.

During that time they have faced and overcome many challenges.

The team has now scaled to a 24x7 operation, responding to

thousands of posts each day. But the goal remains the same: to treat

each customer issue as unique.

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#Solutions

Facebook Messenger Launch

The conversations on Facebook Messenger are the

same as private messaging, it’s just a quicker path to

resolution for Sprint’s customers. It has also seen a

reduction in the public comments and public posts to

Sprint’s social pages.

Social Care Agent Training

Sprint focus their training and hiring practices around

the various types of interactions their specialists

are faced with each day. They use real social crisis

scenarios in their candidate screening and selection

processes, and they train their team to treat every

social interaction as if the customer is standing right

in front of them.

Strong, Cross-Functional Brand Voice

Sprint considers social to be a success when it’s

fostered by employee ambassadors and brand

advocates. They leverage experts in various parts of

their company and customer base to provide answers

to common customer questions.

A Social CEO

Marcelo Claure, Sprint CEO, installs a Social First

culture. He maintains his own handle and social

accounts and has kindly allowed the @SprintCare

to respond to customer-related questions. Sprint

always wanted this channel to be about resolution

and convenience for their customers, Marcelo’s social

activity has grounded them in these principles.

Facebook Support

Twitter Support

Facebook Messenger Support

Although our teams

are operating 24x7 and

responding to thousands of

posts each day, our goal is

to treat each customer issue

as unique. We don’t use

bots and we avoid scripted

response. It’s all about being

as human as possible.

Sarah Brownback Wortman,Social Customer ServiceStrategy Lead


#Results

10% - 18% increase in Facebook Private Messages

and conversely a decrease in posting on Sprint’s

Facebook wall.

15% efficiency gain over our previous social customer

service engagement tool seen immediately, the day

Sprint launched Conversocial.

50% quarter over quarter growth of social media

mentions and customer inquiries. With Conversocial

they’re able to grow at a slower rate while their

customers enjoy increased resolution times.

Phase-out manual routing from operations model,

allowing the Conversocial tool to intelligently route

customer and sales leads to appropriate teams.

Sprint’s customer adoption rate for Facebook

Messenger surpassed their 90 day forecast

predictions in the first 4 weeks of launch.

Sprint Facebook 12/1/15 - 2/27/16

Since implementation, Sprint has seen a surge of

Facebook private message volume, and a decrease

of public queries.

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Sprint is a communications

services company that

creates more and better ways

to connect its customers to

the things they care about

most. Sprint served more than

58.6 million connections as of

Sept. 30, 2015, and is widely

recognized for developing,

engineering and deploying

innovative technologies,

including the first wireless 4G

service from a national carrier

in the United States.

About Sprint

Private Messages

PublicPosts

PublicComments

30%

20%

10%

0

-10%

-20%

-30%

Volume134,574

Change+31,790 Volume

7,807

Change+367

Volume59,896

Change-18,259


A spotlight on: The Conversocial Social Maturity IndexWelcome to the new age of customer service. Forrester has insightfully deemed this new wave the ‘Era of the Customer.’ Customer experience has taken center stage in a big way. This sometimes fuzzy idea of a happy customer is not just about the ‘softer numbers’ once associated with positive brand sentiment. Rather, a good customer experience has become the main dierentiator between companies that are building brand loyalty and those brands that are slowly stagnating into a position of irrelevance.

To help your company determine where you fall on the spectrum of social maturity, we created the Social Maturity Index (SMI). This is a true evaluation you can use to map out your accurate position on the maturity scale. The ultimate goal is to be a #SocialFirst brand. To get there, however, you must have paid the right amount of attention to both Investment and Innovation. An imbalance between either of these provides a customer experience on social that is lacking.

Read on to see where you rank on the Social Maturity Index

Download our white paper outlining the different stages of social customer maturity to learn:

What constitutes a #SocialFirst brand

The pitfall of irrelevance with social silence

How brands are adopting new strategies to mature their social engagements.

DOWNLOAD

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http://www.conversocial.com/the-conversocial-social-maturity-index

http://www.conversocial.com/the-conversocial-social-maturity-index

Spring 2016 I The Conversation 8Join the conversation: #SocialFirst Join the conversation: #SocialFirst

All travel is a service experience. In-the-moment

customer care is rarely more urgent than when you’re

stuck at the airport, driving a rental car, or staying in

a hotel. And while review sites have a huge impact

on the travel industry, reviews are generally given

*after* an experience has finished. If you can’t help

your customer as they live-Tweet “the worst train ride

ever”, it’s too late.

By their nature, traditional service channels have

never really satisfied the needs of traveling customers.

Travelers don’t have time to wait two days for an email

response. They can’t web-chat on a desktop computer

when they’re on the road. And they certainly don’t

have the patience to sit on hold as a robotic voice tells

them how important their call is.

The smartphone changes this. Social media has

made it easy for travelers to reach out and get

help from a company while on the move, with quick

communication plugged into phone notifications that

don’t require you to be staring at your phone the

whole time. As a result, social media for customer

care is huge in the travel industry—we’ve already

seen it have tremendous impact for our clients (who

include hotels like Hyatt Hotels, car rental companies

like Hertz, and innovative airlines like Alaska Air and

Air New Zealand).

Twitter has even enabled train companies to

revolutionize their service—like Greater Anglia in

the UK, whose social customer care team sit in their

central command center, and utilize real-time data

from customers to pinpoint issues before they are

reported through conventional channels (see a video

case study from them here).

How does Messenger change things?

As I’ve written about before, mobile messaging

applications have huge potential to change customer

service. They combine full live-chat functionality with

persistent identity and notifications. These features

basically combine all of the best elements of the

traditional digital care channels, purpose-built for

the mobile era. Facebook’s Messenger for Business

comes with these out of the box. The benefits are big

enough for messaging to be able to significantly eat

into phone volume—a channel which is expensive

for businesses and often a terrible experience for

customers.

Where Messenger has the potential to go even further,

however, is in its ability to host transaction receipts

and interactive cards. So when you book a flight, the

receipt, check-in widget, even your boarding pass,

could all be delivered through a Messenger thread.

Not only does this make any service interaction totally

seamless—you just respond in the thread, and the

agent knows exactly who you are and what you’re

asking about without you having to type anything else

in—but it’s also far more convenient for customers than

downloading a native application. And with the ability

to make actual transactions through Messenger, it

would also be seamless to make or change bookings

on the fly.

The trend on mobile has been clear for a while—

most people use a very small number of apps very

frequently. Forcing infrequent customers (the majority

for most travel brands) to download a dedicated

application, where they have to remember their log-in

details, is a painful customer experience.

Cutting the Cord:

How Messenger Will Change the Travel Industry

Joshua March CEO & Founder, Conversocial @joshuamarch

http://twitter.com/joshuamarch


Delivering the same benefits inside a Messenger

thread is not only far more convenient, but it’s also

meeting customers where they already are. And

given app usage trends, you’re more likely be able to

engage with that customer again through Messenger

any time in the future (while your app may have been

deleted long ago).

Combined, these elements enable travel companies

to deliver a frictionless, in-the-moment resolution for

mobile customers. Persistent identity and in-thread

transaction receipts finally make a 360 view of the

customer easily achievable. And with full live-chat

functionality, agents are able to resolve customer

issues faster and more efficiently.

The future of service: messaging replacing the phone call

We’re already seeing many brands make the shift to

a digital-only model for service. Done correctly it can

generate huge savings while delivering a great service

experience. But for many travel companies, traditional

digital channels just haven’t been responsive or mobile

enough. Messenger has all the capabilities that would

make a digital-only model great for both the customer

on the move and the companies servicing them, as

well as reducing the need for investment into native

applications.

Messenger won’t be the only platform that does this—

WhatsApp just announced that they’ll be opening up

for business use later this year, and the interactive card

model has already seen success in Asian messaging

apps like WeChat. Twitter are also investing heavily

into their customer care use case and use of DMs

for service resolution. With all customers now mobile

and social, messaging will drive major change in the

service industry.

On the flip side of all the benefits, there’s also a huge

risk for companies whodon’t invest in messaging. It

has become the primary communication channel for

millennials (even bigger than social networks)—who

will outspend baby boomers by 2018. Companies that

aren’t messaging their customers back will soon find

themselves at the end of an empty phone call.


“So what are YOU doing at SXSW this year?”

That was the question we at Conversocial received

from numerous customers, prospects, partners,

investors, family members, friends, enemies and

acquaintances. Not “Are you going to SXSW?”, but

“What are you doing at SXSW?”

Don’t get me wrong—there are a lot of good reasons

to be involved with SXSW; SXSW Interactive in

particular is one of the biggest gatherings of vendors,

journalists and investors on the planet.

Rather, the troubling part of the question “What are

you doing at SXSW?” had nothing to do with SXSW

itself, but the assumption that we could/should/would

be doing something for it. SXSW has become hugely

popular and, of course, packed. It’s like Burning Man

with clothes on. In order to have your voice heard you

need to find more innovative ways to get noticed.

So, instead of finding a clever way to brand bicycles or

attempting to pull together a contact center-themed

Eagles cover band, we decided this year we’d stick to

what we’re good at: serving the social customer.

Serving the Social, Mobile SXSW Attendee

It shouldn’t surprise anyone that SXSW attendees

are already on social, active on mobile, and ready to

engage. We saw many SXSW attendees year after

year turn to Social to ask questions, voice concerns

and provide feedback. We saw that even Tweets

directly to @SWSW almost always go unanswered.

That’s why we appointed ourselves as the unofficial

social customer care provider of SXSW.

And that’s how the SXSW_Genie was born. Arming

ourselves with a good bit of research and FAQs, the

Conversocial platform and a host of genie-related

puns, Conversocial employees spent a few busy days

serving hundreds of questions about SXSW, mostly

through proactive surprise and delight.

We met attendees on the channel where they wanted

to be served (we focused on Twitter, where we saw

the largest volume of questions in past years) and

improved their SXSW experiences by answering

questions (usually in a matter of minutes) that would

otherwise have gone unresolved.

The Results

The results were tremendous. During the four days of

SXSW Interactive we handled over 1,000 cases and,

according to metrics from Synthesio, reaching over 1.1

million Twitter users. Conference goer’s issues ranged

anywhere from looking for a Taxi or Airbnb stay, to

maps helping people find parking, to even pointing

out good alternative spots to grab a burrito.

Back in the Bottle (For Now)

The Genie might be back in the bottle (for now), but

the #SocialFirst mission continues to go strong.

Just listening is clearly no longer an option; simple

responses also aren’t enough. It’s up to brands—not

just enterprises but truly any authority providing a good

or service, including festivals—to meet their customers

with in-channel, in-the-moment resolution.

Mike Schneider VP Growth, Conversocial @Schneider_Says

Behind the Social Customer Care Magic:

The #SXSW_Genie

https://twitter.com/Schneider_Says


Travelex, the global foreign exchange company and

Conversocial customer, operates in two very different

industry verticals, with two very different approaches

needed. One being travel, where in-the-moment

social service is a must. The other finance, where

staying within the remits of the law is paramount. One

lends itself to fast response times, the other slower

more scripted responses. The end goal remains the

same however, a social first approach to serving the

social customer.

But, how do you manage these two differing playing

fields? And how do you build a social service strategy

that excels? We sat down with Sabrina Rodriguez,

Global Social Media Manager at Travelex to hear her

perspective on their recent Supercard campaign.

What was the Supercard campaign?

Travelex has undergone a business transformation to

ensure it’s best placed to serve the digital consumer

of today with sending and spending their travel money.

We launched a limited pilot (or beta) of our first digital

product, Supercard, in May this year.

The Supercard is a card and mobile app combo for

Android and iOS, and is the only financial product of

its type that enables consumers to use their existing

debit or credit cards abroad and not get charged

bank card roaming fees. By storing their existing

debit and credit cards within the free app, customers

can use the Supercard to spend and avoid any

international transaction fees and foreign exchange

charges normally levied by their bank. This makes it

one of the most competitive spending tools for UK

travellers to use abroad.

The really great thing is that with real-time updates

through the app, travellers can avoid bill shock as

they’re kept updated on the approximate amount that

will be debited from their UK account and how much

they’ve saved on fees

As Supercard is a mobile app, how do you feel this affected the customer service element of the campaign?

We certainly found that, while we not only managed to

capture a new audience that wouldn’t typically come

to Travelex for pre-ordering currency or collecting

their foreign currency in store, we also saw the

emergence of a much more mobile and socially savvy

audience. We were also overwhelmed by the level of

interest in the app, with over 80,000 users rushing to

our website to get their hands on one of the limited

cards on the day of launch; this meant our servers

were struggling to keep up with the demand - it really

was the Glastonbury of mobile app launches!

Though we still received a number of emails and

phone calls, the number of queries flowing in through

Social far outweighed our traditional Customer Service

channels. We even saw a significant proportion of

those social customers setting up a Twitter account

specifically to reach out to us. Given the limited

nature of the pilot, customers wanted an answer to

their query, and they wanted it quickly. In fact, the day

of launch alone saw us gain 4000 new followers on

our @SupercardUK Twitter profile. That’s certainly an

exciting trend to see when we think about the future

of our social engagement strategy.

Customer Spotlight:

How Travelex Serves their World Traveler

Lauren Stewart Marketing Director EMEA, Conversocial @LollieLoz

http://www.twitte.com/LollieLoz


But for me, the real benefit of delivering this Social

Customer Service wasn’t just being able to provide

customers with a prompt response and reassurance

that they were being listened to, but that we were

actually able to build ongoing conversations with

each and every one of them. Though replying with a

quick update or an answer certainly helped alleviate

any negative sentiment, what really helped bolster

the switch to brand advocacy was our humble tone of

voice and our very human demeanor – we showed we

cared, not just about their query and getting the issue

fixed, but about their future journeys and aspirations.

This is really powerful when it comes to building more

meaningful relationships with our customers.

How did you brief your internal team on responding to Supercard queries on social? Process? Replies? Tone of voice?

To be honest, it was a bit of a “war room” situation

on day 1 of launch, with myself and a number of the

Supercard product and marketing managers huddled

around a table frantically typing away and getting as

many updates and fixes through the door as possible.

Given the nature of the unexpected level of traffic to

the site, it was absolutely vital that our social messaging

was as accurate as possible so as to not mislead our

customers – for this reason, I handled the social queries

single-handedly for the first few hours or so, just while

we got our story straight (and yes, my fingers nearly fell

off but luckily I’m a quick touch typer!). Though it was a

highly energized few hours, we kept the spirits high – it

was ultimately a great thing to have launched a product

that saw such popular demand!

As we got into the rhythm and the status updates and

messaging became clearer, I quickly pulled together

a Google Doc with the top FAQs coming in through

Twitter, double checking with the product managers

that the template answers were in fact correct.

Once this was done, I immediately shared this with

our dedicated Social Customer Support team in

Peterborough (a team of 2 at the time) and the UK

Community Manager. I ensured the communication

loop was always open and that if any other queries

came up, that I would update the Google Doc or

ask members of the team to send me over any new

queries that needed a guide answer.

The Social Customer Support & Community

Management teams all also have the Travelex Social

Media Playbook, which I created with the view to

clarifying the whole Social story – from why we’re

doing Social in the first place, to how we implement our

social content strategy, our tone of voice, our look &

feel and even example customer interactions through

social. This is essentially our Social Bible, and is useful

to have to hand as a core reference tool, alongside a

more detailed FAQ guide.

What challenges did you face with the campaign overall?

I think the main challenge for the team was the fact

that the information was constantly being updated,

so it was absolutely key that we were on the same

page as each minute and hour passed. I find Google

Docs really useful for easy, collaborative working, but

it’s always a challenge when you’re working with a

team at a distance.

This was also before we had introduced Conversocial

as our Social Customer Support Management platform,

so at the time we were using a platform which, though

it suited our needs at the time of bringing it on board

the previous year, was struggling with the load of

queries that a new app launch brought us. We were

only able to see the messages coming through

chronologically, which made it very challenging to

ensure we were answering the right queries in the

right order. We found we would either miss customers

off completely, even if they had messaged us 4 or 5

times, or would be answering a highly influential user

too late, simply because their messages were getting

pushed down the inbox in the midst of the white noise.

Luckily, Conversocial has changed the game for us

when it comes to effectively prioritizing our inbox.

In fact, since Supercard, we have also launched our

Travelex Money App, which not only allows travellers

to pre-order their holiday money conveniently from


their smartphones (to pick up in store or have delivered

to their home), but, unlike any other travel money app,

it provides guidance on how much you’ll need for

your trip, based on what others with similar spending

habits recommend. For this next launch, we applied a

lot of the lessons off the back of the Supercard launch

and we were happy to see it go very smoothly indeed.

Having Conversocial in place along with a robust

FAQ document with numerous scenario plans really

helped us with this.

What challenges does running a mobile application campaign present to social media customer service?

Mobile apps attract mobile customers, an audience

which is used to service on the go and which interacts

with brands in the most convenient way possible to

them – this is more often than not via Social Media.

Having the right support infrastructure to provide

efficient Customer Service over Twitter is therefore key.

This in itself provides a number of challenges, namely:

• Always-on resource – because Social doesn’t sleep!

• Robust & agile FAQ documentation – this needs to

be continually updated

• Managing the inbox – a smart social management

platform like Conversocial allows us to prioritise &

delegate effectively

• Maintaining a clear tone of voice across the team to

allow Social agents to reflect the brand’s social persona

• Employing the right kind of agent – they need to be

able to go above and beyond to fix an issue, as well

as create meaningful relationships with customers

online

• Understanding the customer – using social data to

better manage & tailor customer queries

• Scaling quality – building ongoing relationships

takes time, and shouldn’t be compromised

There will inevitably be more challenges in the road

ahead of us which we’ll overcome, but we’ve learnt

a lot this year and have come a long way because

of it. At the moment, my focus is on how we expand

our capability as a team and scale the quality of

our service as the Travelex mobile product offering

continues to grow. But with positive customer and

industry feedback, I feel we’re at least on the right

path to success.

Click to watch Sabrina discuss Travelex’s #SocialFirst customer service startegy

http://www.conversocial.com/blog/customer-spotlight-how-travelex-serves-their-world-traveller-friends



Haters aren’t your problem…ignoring them is.

In this eye-opening and thought provoking presentation, New York Times best-selling author Jay Baer reveals brand-new, proprietary research into why and where your customers complain.

Listen on Demand

Hug Your Haters: How to Embrace Complaints and Keep Your Customers

LISTEN TO THE WEBCAST

Find out why you need to hug your haters and embrace complaints.

Jay BaerAuthor, speaker, podcaster, investor.

President of @Convince

@jaybaer

Paul JohnsChief Marketing Officer, Conversocial

@paulJ0hns

Featuring:


http://www.conversocial.com/thank-you-hug-your-haters-recording


We are very lucky at Conversocial to work with some of

the world’s leading social brands and in them is housed

some of the best industry knowledge and thought

leadership. We jumped at the opportunity to learn from

Tesco and pose a few questions to the industry. The

14 experts from across the Digital Customer Service

Operation pose a lot more, but these are a few we

have selected for you to ponder over.

Who will win the war over business specialisation and social service skills?

The idea of having a social hub is nothing new;

However, as we see volume and question complexity

grow, service centres need to address the challenge

of training limitations at scale. Having a team of 10-

15 capable to answer the volumes which come their

way is all well and good; however, as social service

grows, the demand for more sophisticated social

support will develop so brands will need to separate

your team to manage the engagement effectively.

Would it therefore not be better to convert to

teams housed in specialist departments alongside

colleagues dealing with the same issues on other

service channels to streamline operations and costs?

Or is social too radical for traditional operations

altogether and are they going to need to streamline

to your social operations?

Social media is becoming more private. So, the question remains for the future, how will operations navigate the best customer journey utilising the channels demanded by your customers? Also how do we ensure the teams have the flexibility to adapt with these technically?

With greater access to messaging systems and chat

platforms, like Facebook Messenger and WhatsApp

coming into play, the social team will become more

of a hybrid role between the public and the private

engagement. The core of these platforms still lie in

social communication, so the tone of voice and nature

of service needs professionals who have a deep

knowledge of the social customers’ expectations and

requirements from their visit.

How do you match the personality of your team, voice of the brand and appropriate giveaways or rewards and compensation to effectively resolve an issue?

We live in an environment where social engagement

means a customer/brand relationship that revolves

around a genuine relationship, not just for service and

support but also brand engagement and your service

team are the heart of this. Your customers know you

inside out and expect the same in return. So if you

can use the relationships you develop to find an

appropriate and cost effective resolution to an issue

and even turn that issue into a positive experience

with the brand, why not? Never forget, people in your

social team have their own personality and strengths,

let these shine but do so to benefit the customer and

share this relationship across the team.

These are a select few questions posed in the #SocialFirst

session, we have purposefully left this open and would

love to hear your thoughts, Tweet us @Conversocial. If indeed you have questions you see as a challenge for

the future we are always happy to discuss.

What #SocialFirst means to Tesco

by George TwizellAccount Director, Conversocial @georgetwizell

https://twitter.com/conversocial

http://www.twitte.com/georgetwizell


How to turn social signals into structured channels using an ACD system built for the #SocialFirst contact center

Managing social media can be stressful, confusing,

and scary. In its most natural state, social is a chaotic

realm full of noise and unstructured conversations.

Without the right people, processes and platform, it’s

just a signal. For socially immature brands, this raw

signal poses a real threat with all the emotionally

charged, ‘in the moment’ customer reactions that

become prevalent for all to see. For the socially

mature brand, this signal can be turned into an

organized channel used to develop deep and

valuable customer relationships and create material

impact to the business.

Unlike traditional channels like voice or email, which

are purposefully directed in private to a brand’s

phone number or inbox, social is a public display

of commentary - good and bad. It represents how

the vast majority of your social, mobile customers

experience your brand as it’s happening. The unique

advantages (and challenges) of social represents

the greatest opportunity for brands to engage at

incredible scale, with their most emotional and vocal

customers at a time when they need it the most.

Without Conversocial and the ability to intelligently

and intuitively construct a meaningful channel of

actionable conversations from this signal, social was

at best managed as flowing chronological streams or

multiple work queues to monitor. Messages related

to the same customer conversation were scattered

across streams, un-threaded and misunderstood.

Brands that were managing an overwhelming number

of listening sources were susceptible to social signal

paralysis. As social has matured into a pervasive

surge at enormous scale, a different approach to

engagement and resolution was required.

It’s time to press PLAY

With Conversocial, helping customers can be fun again.

Teams no longer have to endure duplication, cherry

picking or collision. Manual triaging and work queues

are now a thing of the past.

Conversocial PLAY technology translates social signals

into a coherent, actionable channel for real service

engagement and resolution across multiple agents,

topics, sub-brands -- all with just one click.

By analyzing conversation and agent context,

messages are sent to the right agent and team, at the

right time. In addition, conversations are automatically

routed to the same agent who last worked on

it, to maintain personalized interactions. Think of

Conversocial PLAY as an intelligent conductor to your

contact center orchestra.

The Power of ‘PLAY’:

Actionable Conversations Distributed Friends

Jaclyn FuProduct Marketing, Conversocial@jaclyn_fu

http://www.twitte.com/jaclyn_fu


How Conversocial PLAY works

Conversocial PLAY - The advanced, yet effortless,

system to create channels from the signal and

structure from the noise.

Behind a simple green Play button in Conversocial is a

highly sophisticated system that utilizes flexible workflows,

automation rules, keyword/topic triggers, skill-based

routing and conversation context. These work together

to automatically distribute all actionable workload.

Conversation context - Understanding what’s urgent,

such as a conversation requiring a resolution, the context

is detectable with Play, even to the finest nuance of social

engagement. PLAY intelligently scans all content to route

and prioritize accordingly.

Agent specialization - Matching the right people on your

team to the right conversation based on skills, experience

and knowledge helps to get the best resolution to the

customer in the fastest amount of time. PLAY also takes

into consideration who interacted with the customer last

when distributing.

Flexible workflows - The volatile nature of the social,

mobile customer requires a more intelligent approach to

automation. PLAY was built on the concept of humanity at

scale, incorporating factors like waiting to hear from the

customer and tagged sentiment into the algorithm.

To see PLAY in action and how Conversocial approaches

resolution at scale, request a demo now.

http://www.conversocial.com/schedule-demo


Are you meeting your customers’ expectations when they need you the most? Capture honest, in-the-moment social feedback - it’s as real as it gets.

2015 was the year social customer service not only

grew, but grew up. In many ways it was a year as much

about maturation as it was about saturation. This

scale has delivered unique benefits and challenges

for brands as they strive to build more emotional

connections with customers as they are experiencing

the brand. What has distinguished social from

traditional channels is its authentic, emotional, in-the-

moment qualities of resolution.

The legitimacy of social as a critical service channel

is proven by its impressive growth. Customer Service

volume on Twitter alone has grown 2.5x over the last

two years. As Official Partners, we’ve been working

closely with Twitter to help companies more maturely

serve their social, mobile customers. We are excited

to announce that Conversocial is one of the first

partners to make Twitter’s latest social customer care

tools available to our early adopter clients.

Social CSAT survey post-resolution

For the first time, companies are now able to instantly

capture the most authentic and in-the-moment view

of their success or failure to deliver against their

brand promise. This is the rawest form of highly

scaled feedback.

Twitter’s new ‘Customer Feedback’ feature allows

companies to automatically send a standard CSAT

question to their customers after a service interaction

has ended. Customers will be able to privately rate

their experience with the brand on a scale of 1-5.

For Conversocial clients, Customer Feedback

is seamlessly integrated into existing resolution

workflows. With this enabled, customers receive

the CSAT survey when a conversation has been

resolved within Conversocial. This integration with

Conversocial also makes customer responses and

associated conservation data easily accessible to

managers. Analyzing social CSAT in addition to

conversation sentiment conversion, resolution time,

and response time enables companies to more

accurately measure true resolution on social, at scale.

Customer Feedback will be made available by Twitter

in March. To enable this new feature, businesses must

work with one of Twitter’s ecosystem partners, like

Conversocial. Please reach out to your Conversocial

Client Success Manager or our sales team to get

ahead on the set-up process.

Public to private DM prompt buttons

As the social, mobile customer moves away from

public ranting, and towards private resolution,

social is an increasingly powerful, mature and

uncompromising service channel. Direct Message is

an ideal channel: it’s in-the-moment, private, mobile,

safe, and now easier to initiate with prompted ‘single

click to DM’ capability.

The public to private DM prompt is now available in

Conversocial. Please reach out to your Conversocial

Client Success Manager to learn more.

Conversocial Works with Twitter To Help Customers Get Up Close and Personal with New Customer Care Features

Anthony ThomasProduct Manager, Conversocial@spark911uk


http://www.twitte.com/spark911uk


A brand can now respond with a standardized deep

link to a Direct Message. Twitter will turn that simple

URL into a call-to-action button that says “Send a

private message”. This greatly simplifies the demand

on the user when starting a private conversation. Since

the recipient of the Direct Message is already selected,

the compose experience is easier as well. Within the

Conversocial platform, with just one click, agents can

add a DM prompt when responding on social.

The experience must be frictionless, authentic, and

optimized for both social and mobile. The metrics

must be able to measure true impact to the customer’s

experience, not just the speed of responses. As the

social, mobile customer is maturing, so are businesses,

social networks, and technology solutions.

This isn’t just another product announcement, this is the

declaration of legitimacy for Social in digital customer

service. Customers are #SocialFirst™ and that little

Bluebird has felt the shifting winds and is aligning

himself accordingly. It’s the truth, it’s factual. Everything

is satisfactual, or will at least measure satisfaction.

For more information, request a demo to see how

Conversocial can help you start capturing authentic

social, mobile customer insights.

http://www.conversocial.com/schedule-demo

Not subscribed? Email [email protected]

Conversocial (http://www.conversocial.com) is trusted by global brands in hospitality, utilities, airlines and consumer brands for social customer service solutions that improve productivity and operational efficiency by managing the flow of customer-service inquiries and discussions on social media channels such as Facebook, FB Messenger, Twitter, Instagram, YouTube and Google+.

Brands including Hyatt, Sprint, Barclaycard, Alaska Air, Co-operative Bank, Travelex and more. Conversocial is a Twitter Certified Partner, Official Instagram Partner and a Facebook Preferred Developer.

For more information, visit http://www.conversocial.com/ t.@conversocial

Thank you for reading

https://conversocial.com

http://www.conversocial.com

https://twitter.com/conversocial

Here it is—the Spring edition of The Conversation

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