mblast for social media customer service summit
Post on 13-Jul-2015
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Focus on the
People with
ImpactMeet Ron: Looking for
new opportunities
Hasn’t applied for your
opening, but he’s perfect
for the job.
Meet Zu: Being
treated for a rare
condition
Just wrote that
she can’t afford
her medication.
Meet Norman: Just
called your service desk
to say his new car died
Did you know he runs
marketing for a social
media startup?
Meet Gina: Cloud
technology expert
1,732 of her friends
opened the link in
her last post.
Social Media for Customer Service Summit
Mark Hatch, CEO
October 22, 2013
2
Solving the listening and priority problems
• Number of
follow-on
comments, Tw
eets created
when a person
speaks on a
specific topic
• Accounts for
social capital of
secondary
voices
• Measures
engagement
• Weighted
calculation of a
person’s
followers
• Assigns weight
to channel of
communication
• Measures social
capital
• Frequency a
person speaks
on a specific
topic, weighted
for most recent
• Measures
contextual
relevance
ReachTopic Authority
mPACT
Resonance
• Tracks
dissemination
of
content, covera
ge and
commentary as
it happens
• Enables alerts
when content
goes viral by
“jumping
channels”
Sentiment
• Applied to all
captured
content
• Enables trend
analysis for
industries, topic
s, companies
3
Case study: retail pharmacy
• Goal: improve customer service response to prescription errors
• Challenge: brand name also a familiar noun
• Solution: customer identification and engagement, plus social intelligence
• Results:
– Near-real time identification of prescription mis-fills for rapid customer service response
– Trend data on the historical performance of the pharmacy against its competitors
– Identification of external factors such as new medications or FDA warnings
– Insights on overall operational/process issues
– Insights on operational issues by outlet, region, state
4
Solving the priority problem: reactive
Mark’s call is placed at
the top of a call center
agent’s in-channel
phone queue
Ticket includes both
social profile data –
impact score, live links
to social and non-
social streams
And historical CRM
data – purchase
history, service records
5
Solving the priority problem: proactive
But focus is on
sentiment and content
of relevant
conversations, which
are presented to
service agent for proper
context
Ticket includes social
profile data – impact
score, live links to social
and non-social streams
Alert is created for out-
of-channel customer
service issues – sent to
team of “elite” agents
for proactive outreach
6
Using resonance analysis to close the loop
mPACT resonance analysis looks beyond the original post to identify individuals whose
mentions and references to the story have the greatest impact on the dissemination of
that story -- enhancing your ability to shape the stories about your brand.
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Thank you!
Mark Hatch
CEO
mhatch@mblast.com
617.771.4985
www.mblast.com
Booth 4
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