Anana Social-Engagement and Social-Media Solutions
The key to growing your business today is being where your customers are and engaging them — any time, anywhere with methods that are convenient to them. Your customers already use e-mail, chat, and text messaging as forms of communication, moreover approximately 820 Million people use Facebook and Twitter as their primary communications channel (As of April 2011)! The challenge that the average contact centre faces is how to effectively embrace and integrate front-line telephony with additional media channels. More specifically, how to engage with the Enterprise customers using Social Media.
Social Engagement can take on one of two specific forms;
- The Enterprise having its own Facebook "Page" or Twitter Account and engaging using the prevailing Web tools (Typically handled by the Enterprise Marketing Team)
- The Enterprise being able to take 'interactions' from these social media sites and route, target and interact with customers via Customer Services or the Contact Center
Most Enterprises think that Option 1 (above) is all that is needed to maintain an effective social-media strategy. Anana argues strongly that this form of engagement is indeed, better than no presence at all, but your Enterprise Marketing department can only go part of the way to addressing the real-opportunity or risk-opportunity tightly associated with social-engagement.
The biggest factor in managing social-engagement in an Enterprise Strategy is the ability to AMPLIFY positive sentiment about your product and service, and potentially more importantly the ability to delicately and immediately deal with potential negatively charged sentiment, or observations about your Products and Services. So, using Twitter for a brief example. If your Customer Tweets about your product or service in a negatively charged fashion will your existing Marketing team pick it up and deal with it? Perhaps not! Why? What if your company is called ABC Company. Your online Twitter account is @ABC_Anana (example!), and a customer tweeted saying something like "abc_anana dealt with my request for help really badly...#FAIL" would your Marketing department have seen that sentiment? No, perhaps not. Especially not if they had not been a recipient of a targetted tweet in the first instance using the @ABC_Anana true naming convention of your online social media presence.
Social Engagement in Action
Please see the following detailed step by step walk throughs of both the Customer Services Representative and the Consumer experience in engaging via Social Media. For best results, please view the video's in Fullscreen mode by selecting the option in the bottom right hand corner of the Video and the option for 720 HD quality. The Facebook example includes an example of active cross-channel communications with the customer. The Twitter video features a custom Anana integration with the Klout social iinfluence scoring engine and how that is integrated with the Customer Service Representative experience.
Example 1 - Interactions in Social Engagement via Twitter
Example 2 - Interactions in Social Engagement via Facebook
Anana has embraced the Genesys Labs Social-Engagement strategy and 'Engine' - which offers a tight integration between the Customer Service Representative on your front-line, and the social-media cloud that your customers communicate on. This capability searches the SOCIAL CLOUD for any instances of referrals to your Enterprise Products and Services, puts these social-snippets into the Genesyslab 'engine' where they are screened for SENTIMENT and if they score appropriately; they are offered up to the SKILLS and ROUTING strategy of the Contact Centre so that this social-announcement can be effectively and immediately ACTIONED by the Customer Service Representative in almost near-real-time. There are two very specific use-case scenario's where this capability prevails;
- Positive Sentiment - the ability of the CSR to "like" or to "retweet" the positive sentiment, so that the positive reflection or endorsement by the original consumer is AMPLIFIED by redistribution to the ENTERPRISE's own followers and social circle, or
- Negative Sentiment - the ability of the CSR to immediately offer redress, support or other engagement with a dissatisfied Consumer that will 'nip', 'erode', or otherwise weaken the likelyhood of VIRAL breach of the original sentiment. More importantly, a disgruntled customer that complains about your product or service that is offered immediate and effective redress is VERY likely to immediately re-distribute a new and rather more positive sentiment; acknowledging their original complaint but YOUR VERY EFFECTIVE response to it
Anana is able to demonstrate in real-time this wide and very critical field of social-engagement in the Anana Briefing Centre (indeed, all channels and media of the 21st Century Contact Centre). Please do not hesitate to contact us to set up your own briefing on this critical business theme. (More topics on social media and social engagement can be found on the Anana Team Blog too)
Anana boasts the strongest track record in realising, designing and deploying Genesys Social Engagement anywhere in current Contact Centre markets. By July of 2011 Anana has already been contracted to deliver 2 such solutions to the market arcross Europe, Middle East and Africa region and has established itself with the skills, knowledge and most importantly the hands-on experience of bringing social media to the customer services teams across industries. Please do not hesitate to contact us to learn more.
