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How to Use Social Media Monitoring to Deliver Superior Customer Service
Social media and customer service: think of it like taking the “comment and suggestion box” to a whole new interactive level. Part of the true power of social media monitoring lies in your ability to guide distinct customer conversations about your level of service, product quality or any issues you need to address. If that conversation turns negative, social media has the unique ability to place those comments into buyers’ minds at a viral pace, in contrast to the simple one-sided suggestion box of yesterday. Use social media monitoring tools to protect your brand and improve your customer service strategies.
Buzzient Translates Social Media Monitoring into Customer-Focused Reports
The key to Buzzient’s social media monitoring success lies in translating social media findings into reports that pinpoint real steps you can take to improve customer service. Without these tools, you run the risk of inefficient data or wrong data while your customers’ issues quickly spread and damage brand integrity. Buzzient works to monitor Twitter, YouTube, Facebook and blogs, as well as online forums and online chats in multiple languages. A visible workflow uses keywords to search for conversation about you, and then monitors the complete history of the comment, from its source to your reaction all the way to resolution phase.
Tracking Surprising Conversations with Social Media Monitoring Tools
Buzzient customer PerkinElmer may seem an unlikely user of social media monitoring. A life sciences company, PerkinElmer provides research and diagnostic-based technology to their clients. The organization needed more information about which illnesses were hot topics among social media conversations in order to more efficiently direct their customer offerings and customer service. Through Buzzient social media monitoring, the organization searches the Web to find out about specific diseases or medical problems that are popping up most frequently in conversations, then uses this knowledge to make key decisions about customer-focused product offerings.
Customer Service from Several In-Depth Views with Social Media Monitoring
Crimson Hexagon is a Cambridge, Mass., based organization that uses statistics to capture and monitor social media dialogue. Crimson Hexagon uses “human-assisted” technology, rather than a straight reliance on searching for keywords or semantics. You can use drill down tools to learn exactly what customers are saying about you, and what it really means to your level of customer service. You can see your customer conversation in several views.
Intuitive, Focused Customer Service with Social Media Monitoring
Microsoft’s Bing marketing team chose Crimson Hexagon for social media monitoring because the social crm tool solves their challenges of needing to capture and truly understand online dialogue at a nuance level, across multiple customer divisions, and to be able to make decisions based on this data in real-time for even better customer service. They also gained something else that’s been extremely valuable in terms of customer service – information about the kind of personality types who are driving online conversations. Now they can direct customer service strategies like outreach to key groups who will have the most consumer influence, instead of relying on vague responses to large scale social media monitoring results.
Social Media Monitoring: Inside Your Consumers’ Minds
Similarly, getting into the minds of consumers to know how to serve them better is the premise behind Buzz Logic’s social media monitoring tools. Targeting the key players who are driving conversations about you across formats like MySpace, LinkedIn and Twitter is a key element of Buzz Logic. You can capture data from a certain demographic group you’d like to serve better, and know exactly how to direct your feedback to those groups, especially across a wide blog-driven path.
Social Media Monitoring Reveals Details About Specific Buyer Groups
The Organic Trade Association (OTA) had a need to reach a specific group with their social media conversations – moms who want organic food and college-aged students who also have a heightened interest in buying organic. They also needed to boost their Web site traffic. BuzzLogic helped OTA find the most influential blog pages according to selected subjects, such as parenting blogs and nature-related blogs. Then OTA used the social media monitoring tools from BuzzLogic to guide online conversations across multiple formats and find out what these core audiences wanted in products and customer service. As a result, OTA saw a four-times greater growth in reach to moms, a key target audience.
Social media monitoring is certainly evolving, and can take your decisions about customer service to new and precise levels. Use it to go beyond traditional public relations-based outcomes from social media strategies and move into real-time, genuine customer service-based responses to conversations from your key demographic areas.
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