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Article : Getting Started in Social Customer Service

Klaas van der Leest, Managing Director of Intelecom UK, shares five tips for successful social media customer service in contact centres.

Love it or loath it, social media is here to stay. Customers enjoy the immediacy of using IM, Twitter or Facebook to share information and ideas. People expect to interact using their PCs, tablets, mobile phones and other personal electronic devices.

Social media is big business and getting it right enhances brand awareness, protects corporate reputation and ultimately leads to commercial success. Just take a look at the statistics. According to CRM experts[i], those who engage with companies over social media spend 20%-40% more money than other customers and more than 60% of consumers are influenced by other purchasers’ comments. Yet, an alarming 70% of companies ignore customer complaints on Twitter and only 23% provide customer service on Facebook.

However, not so long ago getting a response to a social media enquiry was cause for celebration, now it is a necessity and if a company fails to respond it does so at its peril. The last thing anyone wants is a black mark on social media. Here are 5 tips for getting started and building a successful social customer care strategy.

1) Listen Carefully
Start by monitoring what customers are saying on social media and identify which channels are the most popular. Facebook, Twitter and LinkedIn are the main starting points but also consider vertical platforms such as TripAdvisorfor travel or hospitality companies. Compare that input with insight from the contact centre, listening to both customers and prospects. Use agent and customer surveys to collect more relevant data and speech analytics for even further analysis. How many calls begin with "I’ve already posted a comment on Twitter, Facebook or LinkedIn without a reply?" By listening in the right places you will gain a wealth of information which will ultimately contribute to a fully integrated customer service model, irrespective of channel or source.

2) Train Experienced Agents
There can be resistance to the introduction of social customer service as senior management may not see the benefit of the investment. Those at the top of an organisation are unlikely to engage heavily in social media and therefore will not readily see the potential return when putting the team and solutions in place to handle social care contacts. Many organisations make the mistake of hiring students or temporary staff to deal with social media enquiries when experienced agents should be tasked with the job. To reduce risk those agents with most product knowledge, best writing skills and awareness of where to look for information should be given technical training on how to use social media and compliance knowledge (so they know what can be discussed in a public channel and what should be taken off line). Using the right solution with skills based routing ensures enquiries are dealt with by the best qualified agent.

3) Invest in the Right Solution Set
Companies looking to step up their use of social media and social support, whether building a new contact centre or planning to update their current infrastructure, should start by thinking cloud. A cloud-based contact centre infrastructure combines the benefits of a traditional on-premise solution with the increased flexibility, scalability, reliability and, last but not least, cost efficient Pay-As-You-Go pricing provided by the latest Contact Centre as a Service (CCaaS) solutions. Multichannel capabilities allow agents to respond to voice, email, social media, Chat, SMS and Web "call me" requests all within the same application, leading to faster response times, exceptional customer care and reduced costs.

4) Scale Operations
Another advantage of CCaaS is that organisations can take a low risk approach and start small with the ability to conduct a "real world test" without the need to update and invest CAPEX into existing telephony technology. There is always the option to integrate the system further down the road or roll it out to the whole contact centre at a later date by creating an overlay on top of existing infrastructure and retaining any investment in legacy equipment.

5) Keep Key Influencers Close
Individuals with high numbers of followers are regarded as key influencers and it is important to keep them happy as they can quickly drive action in a positive and negative way. Treat them in the same way as VIP callers, using the latest CCaaS solution to first identify them via the CRM system and then prioritise their online interactions to provide first-class service. Likewise social conversations and customer histories should integrate with and supplement existing records to give a 360-degree view of the customer.

For social customer service to be successful it is essential for departments to work together including customer service, e-commerce, marketing and sales. This will ensure a unified brand image on social media. Agents handling social media enquiries have an ideal opportunity to guide customers to the relevant web pages or video content making up-sell or cross-sell far more effective. However, to achieve this level of integration directors of marketing and customer service need to co-operate, as do business systems such as CRM, collaboration tools and telephony solutions.

Embrace social media using this five-point plan and your contact centre will be transformed into a highly interactive customer engagement centre that demonstrably drives service and business excellence.


[1] "50 facts that will make businesses rethink their customer service."

About Puzzel:
Company LogoPuzzel (formerly Intelecom) builds on 20 years’ heritage. It was one of the first pioneers to develop a cloud-based contact centre. Puzzel also encompasses leading mobile messaging and mobile payments to deliver a flexible and customisable customer interaction platform to meet the needs of today’s omni-channel and mobile environments. Headquartered in Oslo, Norway, Puzzel employs over 130 people who are all passionate about delivering innovative customer interaction solutions for contact centres and mobile environments.
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Today's Tip of the Day - First Contact

Read today's tip or listen to it on podcast.

Published: Monday, December 22, 2014

Printer Friendly Version Printer friendly version

2020 Buyers Guide Telecoms

Cloud IT Services GmbH

Dialfire offers you a complete call center solution that is simple and intuitive to use and adapts to your needs. It's completely cloud-based, saving you the hassle of setting up a phone system and installing software. In addition to predictive dialing and call blending of inbound calls, you can create personalized campaigns through an intuitive and easy-to-use interface. Features include automated workflows and full control over the agent screen.

You can see the full list of features here:


Cloudonix provides businesses with software development tools (APIs/SDKs) enabling contextual communications, using existing communications tools and workflows.
Connect your website or mobile APP directly to your call or contact center, keeping the context of who the caller is, why they are calling, and how they got to you as part of the call.

Connectica Solutions, LLC

PBX On The Cloud
We provide complete Cloud-based PBX/Phone Systems, including predictive and progressive dialers, phone lines in more than 75 countries and low cost international rates.
We specialize in the US and Latin American market.
PH: +1 (346) 444-3555

Layer One Technologies

Layer One Technologies provides information and communication technology (ICT) services to businesses in the greater Charlotte area. Whatever your cabling needs, we have you covered.
PH: (980) 288-4800


VOIP services
Stay in contact quickly and easily with your international offices through Megacall.

Megacall will fulfill all your telecommunication requirements and on top of that go the extra mile and surprise you with new possibilities for your business, speed to action your requests and keeping within your budget.

📞 Virtual Switchboard
🔌 SIP trunk
🔢 Virtual number
📠 Call Center Solutions
PH: +34 952 667 511


Our SNAPsolution – UC and Collaboration tools – can be quickly deployed so you can realize your ROI just as quick. netsapiens offers a comprehensive suite of unified communications (UC) & Contact Center (CC) feature-sets to service providers. Custom-built to provide our partners with unprecedented levels of flexibility, customization, and ease of use.

netsapiens allows you to control your margins in order to improve your ROI. As a provider of a facilities-based solution, you are able to personally choose your origination, termination, hardware costs, etc. to fit your budget. We also allow you to strategically price your product for a maximum return on your investment by charging on a conc...
(read more)
PH: 7608463385

Nuxiba Technologies

Build a strong business presence and improve customer relationships!

Offer custom-tailored solutions throughout your sales cycles and customer interactions and assess service levels and control corporate goal achievement through reports and statistics.

Obtain detailed reports based on relevant activity in your contact center, access our quality module to assess calls and performance, apply surveys, develop scripts, record conversations, and more!

Schedule a live demo or request a quote today!


Long Distance and Toll Free Specialists for Contact Centers
Televergence is a facilities based US Nationwide High volume/High Capacity Inbound and Outbound VoIP Carrier for Contact Centers. We specialize in termination (outbound) and origination (toll free and local DID) for the contact center. We have a technical staff that is up to date on the majority of platforms in use today, including asterisk and Vicci dial, as well as many of the currently in use software platforms.
Contact Centers generally see cost reduction and containment when using Televergence as their contact center telecom carrier. Televergence is the only active US VoIP carrier certified by the Women's Business Enterprise National Council (WBENC), which enables our services to qualify for meeting corporations Supplier Diversity Needs.
PH: 213-943-2023

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