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Article : Three Questions You Need Answered Before Launching Your Brand’s Social Care Program

#contactcenterworld, @teamhgs

Author: Amanda Sternquist, Director of Social Care Practice, Hinduja Global Solutions (HGS)

If you think you’re providing superior social care, be sure to get confirmation from your customers. Today’s research shows a disconnect—with 80% of businesses believing they provide superior social media customer service and only 8% of customers describing the service in the same light, according to the Sprout Social 2018 Index. Additionally, nearly all businesses (87% according to a survey by Hootsuite) agree that social media is important to staying competitive, with nearly 70% of respondents stating that social media has significant business impact, with solid contribution to their company’s bottom line.

According to this research, social care is increasingly how today’s customers ask product questions, seek recommendations, make purchase decisions and engage with brands to show affinity. Today’s businesses can no longer ignore social media as a customer experience (CX) channel.

Social media has a strong hold on increasing brand value, marketing, recall and retention and is an essential tool in any brand’s toolkit. Whether a brand has an established social media customer care program or is launching one for the first time, there are three common questions they will inevitably ask of their social care team.

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What is a typical first response time to reach an epic level of social customer care?

The industry standard is under four hours – some customer service providers reduce that to less than two hours to continuously strive to exceed customer expectations. This is achievable with the help of artificial intelligence, which funnels the most engageable content to the right people at the right time.

For example, if someone is at a store or a restaurant right now and they need help, those keywords are prioritized to hit social care agent queues first so that the customer receives a response back within seconds or minutes, depending on the need.

How do you determine the volume of social engagement and the number of resources needed?

During the research phase of a new program, it’s important to do a deep analysis of the content trends over the past several months. This provides a good estimate of not only the volume of mentions coming in, but the type of content that is generated about the brand. If the answer is "everything," then plan for that volume. If it can be narrowed a bit further, it will give a more realistic idea of how many agents it would take to help the brand achieve its social media response goals.

A best practice in social customer care is creating a pool of talent that is trained and capable of working between programs. This allows the ability to offer a steady state coverage model with back up support in the event of a brand crisis.

What about negative comments? For example, "I hate xyz product." How do you handle those?

The goal is to try to understand what it is that the customer ‘hates,’ and if there is an alternative that we can recommend. Review who the customer is and get to know them, not only their issue, through a vetting process. This allows the opportunity to create a connection with the individual at their level to resolve their issue.

It’s also important to determine if the situation should be reported back to the company, if there is certain volume around a specific complaint. This helps inform the brand when making key business decisions. If a trending issue is identified, the client can be quickly prepped for a PR strategy and a social care response plan.

Every mention that comes into a social care monitoring system should be automatically or manually tagged with a conditionally granular level of detail. This enables real-time insights generation into a variety of focus areas.

Overall, it is important for brands to place an importance on superior social customer care. Something as small as customer response time can make a difference in business results.

#contactcenterworld, @teamhgs

About Amanda Sternquist:
Amanda Sternquist, Director of Social Care Practice, leads the strategy and execution of the HGS EPIC™ social care operation around the globe. She plays a critical role in making sure that HGS clients are industry leaders in social media customer care and fosters collaboration between clients and social care vendors to design and implement cutting edge technologies – such as social, mobile, chat, SMS, AI, RPA, and analytics. Amanda brings with her almost two decades of social media marketing, customer care, and innovation experience in the customer service industry.

About Hinduja Global Solutions Ltd.:
Company LogoA global provider in business process management (BPM) and optimising the customer experience lifecycle, HGS is helping to make its clients more competitive every day. HGS combines technology-powered services in automation, analytics and digital with domain expertise focusing on back office processing, contact centres and HRO solutions to deliver transformational impact to clients. Part of the conglomerate Hinduja Group, HGS takes a “globally local” approach, with over 42,371 employees across 72 delivery centres (as on 30th June 2019) in seven countries making a difference to some of the world’s brands across nine key verticals.
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Today's Tip of the Day - Quality Of Service

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

Published: Tuesday, September 3, 2019

Printer Friendly Version Printer friendly version

2021 Buyers Guide Recording


ASC Recording Insights and neo
ASC Recording Insights guarantees legally compliant recording and analysis of all communication channels in Microsoft Teams - including audio calls (internal and external calls), chat conversations and video meetings.

neo Recording, QM & Analytics address all enterprises with recording needs, especially contact centers. The content of communication becomes accessible and critical information and trends are revealed, providing real-time business intelligence for immediate management action.

Call Center Studio

Call Center Studio
Call Center Studio is the world’s first call center built on Google and is one of the most secure and stable systems with some of the industry’s best reporting. It is one of the most full-featured enterprise grade systems (with the most calling features, one of the best call distribution, outbound dialing features and integrations—including IVR, AI Speech Recognition, blended inbound/outbound calling and includes Google’s new Dialogflow and Speech API. Call Center Studio is the absolute easiest to use (with a 10 minute setup), and is the price performance leader with lower equipment cost and less setup time.


Microsoft Teams Cloud Recording Service
Geomant offers a fully managed recording service for those organisations who need to address compliance or quality management while working on Teams. The Service utilises Verint’s market leading recording technology and is hosted by Geomant in Microsoft Azure. Our managed service approach is unique in that it allows organisations to benefit from advanced recording features, all while being free from any technical infrastructure or maintenance requirements that come with a traditional on-premises set up.

Lieber & Associates

Recording System Consulting
L&A provides vendor-independent consulting services to select, contract for, test, and implement contact center recording systems. The firm's consultants specialize in contact center I.T. and have several decades of experience each with all major and many smaller makers of phone and call recording systems.


Numonix's IXCloud is one of the first fully managed compliance recording solutions for Microsoft Teams. IXCloud securely records, stores and analyzes interactions in the cloud without physical or virtual servers. As a fully managed Azure-based, Software-as-a-Service cloud interaction recording solution, IXCloud takes interaction capture into the future. It enables instant and elastic scalability to support business growth and provides the necessary tools to enhance business performance while maintaining compliance. IXCloud redefines versatility with its OpenAPI framework that enables application development. Companies and third-party developers benefit from IXCloud native capture technology, whether it be integrating with internal systems or building a third-party application.

Nuxiba Technologies

Enterprise recording management for storage, retrieval, playback, and monitoring communications throughout your contact center.

Record screen activity and calls across agent workstations, measure and monitor quality levels across all campaigns and analyze recordings to capture first-hand customer data and requirements.

Easly access all recordings and critical information to provide improved customer experience, sales, and productivity!


Oreka TR
Oreka TR total recorder includes all of the call recording capabilities you will need, at about half the cost of competing for call recorder solutions, including screen recording, mobile phone recording, live monitoring, on-demand recording, multi-tenancy, multi-site recording, audit trail, call exporting, retention management, auto-tagging (for speech analytics and phrase spotting) and so much more.

PCS Software

Call recording solution fully integrate to all main pbx solutions.

Teckinfo Solutions Pvt. Ltd.

InterDialog UCCS
InterDialog UCCS enables organizations to adhere to all compliances with its inbuilt call recording software and also has an option for screen recording. With centralized repository of all voice logs, its easy to maintain & retrieve all voice files and have a central control in case of multiple branches set up.

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