Tuesday, April 19, 2016

Utilizing Social Media Marketing within the Workforce Optimization process accelerates customer experience gains

social media marketingThis customer profile features a Fortune 500 clothing retailer, which includes a chain of popular women’s wear outlets and has multiple contact center locations in the eastern United States. They've been experiencing rapid growth and have added 5 new locations in the last 6 months. 

As their business grows the executive leadership team is most concerned with the quality of their brand that customers have come to love and expect. “Growth is great but maintaining that close personal touch with quality fare is our number one concern”, said the Director of Quality.

The retailer uses a state of the art Contact Center which accepts orders online and then customers can drop in and pick-up their merchandise at the nearest location. “The e-commerce store is what drives our business now to the brick and mortar. Customers expect their orders delivered quickly and accurately”, he added.

The contact center is built on leading communications technology and monitoring tools where orders are entered into the CRM (customer relationship management) software, from either the website or handled through the telephone, and immediately routed to the proper store location and designated for pickup as though customers ordered right off the rack.

Not only does the team of quality experts look to ensure order accuracy but they are also responsible for measuring the quality of the contact center interaction. Using a workforce optimization suite, the team plays back recorded events from phone calls, emails, web chats, Twitter, Facebook Messenger, SMS as well as any other active channels. The team of supervisors will then evaluate and score the events to ensure proper dialogue and resolution. The goal is to have their agents cultivate the ultimate customer experience.

The contact center supervisors also use social media monitoring tools to monitor their brand on Facebook, Twitter, Instagram, etc. and respond when they can. The tools also provide metadata which can be used to improve performance and responsiveness.

For example, if a customer had a bad shopping experience at a local store, they might be inclined to make their next purchase online. 

However, in a worst-case but likely scenario the customer took to Twitter to express their dissatisfaction. 

The contact center’s social media monitoring tools detected the Twitter activity and issued a reply via Twitter from an available agent. The agent expressed an understanding of the customer’s issue, and told them normally there would not have been an issue. 

They assured the customer that the next time they entered the store, they would have a more satisfactory experience, and a 30% off coupon may help them get what they are looking for at a fantastic discount. They told the customer to keep them in the loop on any future experiences. 

The Twitter chat was then escalated to a supervisor, who authorized the coupon and scored the agent’s response a decent 90 points out of 100. The only improvement suggested was the agent not addressing the customer’s Twitter handle in the response. The supervisor then scheduled a re-training of the Twitter Response procedures to be delivered to the agent via the WFO suite's E-learning features within an agent portal.

This is atypical of standard features found in Workforce Optimization Suites, but "social media monitoring" is available in the Virtual Observer suite.

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