Next Generation Social Engagement
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Next Generation Social Engagement

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  • Let’s talk a little about what’s happening today-> There are tons of listeners on the marketYou could spend nothing, or into the millionsBut all of them are relatively the same, with no real ACTION-> so, what do I do next? While dashboards are nice, there needs to be a link to operationalizing the data to improve the overall customer experience
  • Take any of the brands each of you represent…Even with rudimentary key word analysis it’s too much on the case creation frontBut more importantly, how do you Service the brand detractors, but really amplify the brand enthusiasts?One of the ways is to consider a larger picture of the person’s profile and value (right portion of the slide)
  • As team sizes grow that address social interaction, the same problems we’ve been addressing for years on the (voice) routing and queuing front, ariseMore importantly, the lack of efficiency of having dedicated personnel manage only Twitter for example may become problematic, or at minimum, expensive- a much more efficient approach is melding the media types and having multi-skilled agents handling multiple types of interactions (email, chat, text and social… not just social)Finally NLP provides the filter and intelligent dialog to cluster and identify that signal that must be addressed, shutting out or deferring the large amounts of noise (and now spam) that is becoming more and more prevalent
  • The technology offering is really enhanced by two different and distinct roles, powered with actionable dataCommunity Advocates work exclusively within a defined environment, typically a discussion group on your web site:Responsible for Identifying the Question type or General Discussion also if in the right category, and propose responseChecking for Abusive ContentPosting the reply on the site within agreed upon SLASocial Advocates work in a much more public domain such as Twitter or Facebook. Similarly, they handle responses, but are much more aware and trained in adherence to company/legal/support policiesThey will also likely see large spikes in interaction traffic and be responsible for facilitating appropriate response
  • 1. Network outageBlogs, Twitter, FB goes crazyMeanwhile, ABC Service provider corporate not even aware. Business as usual. CxP is being damaged.2. Convergys comes in…Actively listening and doing realtime clustering of posts, consumer generated media, applying NLP and KPI alertsSocial Decisioning Engine takes recommended actions which are: - prioritized routing to Tier 2 network support - prioritized queue for customers calling in from Northeast (affected area) based on account+zip lookup in IVR3. Within minutes:Network engineers work on issue Customer care post status on ABC_Corp.com support page, Facebook Fan page, Twitter page with ETA for service restoration, IVR menus updated with network outage message and ETA

Transcript

  • 1. NEXT GENERATION SOCIAL ENGAGEMENT SOLUTIONS
    Scott Swope
    Senior Director, Enterprise Portfolio Strategy
  • 2. Convergys Social Engagement Framework
    Listen
    Decide
    Engage
    Technology to monitor social networks, blogs, forums and traditional media in realtime for sentiment scoring and analysis.
    • Monitor the Brand
    • 3. Analyze Sentiment
    • 4. Listen for Issues
    2
  • 5. Beyond the Social Listener
    No Actionable Data
    Marketing Centric
    No Link to Contact Center
    Indexing and Sentiment Analysis
    Social & Community Monitoring
    3
  • 6. Listen
    Engage
    Decide
    Technology to monitor social networks, blogs, forums and traditional media in realtime for sentiment scoring and analysis.
    Intelligent, personalized and recommended actions, dynamically routed or responded to based on your business rules and policies.
    • Monitor the Brand
    • 7. Analyze Sentiment
    • 8. Listen for Issues
    • 9. Actionable Listening
    • 10. Dynamic Decisioning
    • 11. Intelligent Routing
    Convergys Social Engagement Framework
    4
  • 12. Decisioning Based On:
    Sentiment
    Social Activity
    Influence
    Real-time Decisioning
    Service History
    Lifetime Value
    Geography
    Purchases
    25,000 Social Keyword Results
    Should Not Equal
    25,000 Service Requests
    Business Rules
    Cases and SRs
    Why a Social Decisioning Engine?
    5
  • 13. Applying Our Contact Center Operational Best Practices
    1,000s
    x
    per day
    Queuing
    &
    Routing
    Decisioning
    Matching
    Natural Language Processing
    @JetBlue just lost my golf clubs in Phoenix. Awesome! Missing Southwest about now.
    Natural Language
    vs.
    Keywords
    Signal
    vs.
    Noise
    Intelligent
    Engagements
    Optimizing Social for the Contact Center
    6
  • 14. Convergys Social Engagement Framework
    Listen
    Decide
    Engage
    Powered by RTM solutions, or, utilize your existing investments in Cloud Monitoring and CRM Applications
    Intelligent, personalized and recommended actions, dynamically routed or responded to based on business policies
    Skilled Social Advocates with in-depth training on facilitating and guiding online support and “collective / crowd sourced” resolutions
    • Monitor the Brand
    • 15. Analyze Sentiment
    • 16. Listen for Issues
    • 17. Content Contributors
    • 18. Community Moderators
    • 19. Interaction Managers
    • 20. Actionable Listening
    • 21. Dynamic Decisioning
    • 22. Intelligent Routing
    7
  • 23. The Front Lines of Social Engagement
    Actionable Social Data Based on Rules and Policies
    Community Advocate
    Controlled Environment
    Social Advocate
    Contributing to Social Conversation
    8
  • 24. Assisted
    Network Outage Use Case
    Actionable Listening
    Realtime Clustering
    Natural Language Processing
    KPI Alerts
    Recommended
    Action
    Proactive
    Self-Service
    Intelligent Routing to Tier 2 Engineer
    Prioritized Queue
    9
  • 25. 90 Days to Social
    Discovery and
    Social Graph
    Change
    Management
    Beta
    Deployment
    Full Deployment
    Planning
    15 Days
    15 Days
    45 Days
    15 Days
    Deliverables
    • Social Presence
    • 26. Key Influencers
    • 27. KPIs
    • 28. Community Traffic Analysis
    • 29. Social Network Footprint
    Deliverables
    • CC Processes
    • 30. Impact and Value Assessment
    • 31. Industry Specific Best Practices
    • 32. One Executive Readout
    Deliverables
    • Fully Functional
    • 33. No Disruptions
    • 34. Measurable and Defined Success Criteria
    • 35. Two Executive Readouts on Results
    Deliverables
    • Go-Live Plan
    • 36. Risk Mitigation
    • 37. Integration Approach
    • 38. Architecture Recommendation
    • 39. One Executive Readout
    10