4 Easy Steps on how to Super Charge your Contact Center, EiG 2011 Milano Keynote
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4 steps how to super charge your contact center is an introduction to the theory of social media monitoring. Joakim Nilsson, Betclic Everest at EiG Milano 2011.
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4 Easy Steps on how to Super Charge your Contact Center, EiG 2011 Milano Keynote
- 1. 4 Easy Steps on how to Super Charge your Contact Center EIG MILANO 2011 Joakim Nilsson, Head of Social Media
- 2. The 4 Step Process Starts With Listening 1 2 3 4
- 3. Step 1: Identify your Customers and prospects
- 4. Who are they, and where do they live? Identity Estimated Reach Twitter.com/Jason32 34K followers Blog Super Sport 10K/monthly ForumMania78 0,6K imp MegaPunter_56 1,2K imp
- 5. Step 2: Analyze the monitoring data
- 6. Did you find customer complaints?
- 7. Any product feedback found?
- 8. What’s being said about your competition?
- 9. Nothing, rien de tout, nada, ingenting?
- 11. Step 3: Take action and engage
- 13. Step 4: Evaluate the results
- 15. Monitoring Tools That Can Help Your Program, free or enterprise? Free tools Enterprise tools Google Alerts Radian 6 Ice Rocket Synthesio Social mention Brandwatch Board reader Sysomos Yahoo Pipes ( http://pipes.yahoo.com/pipes/pipe.info?_id=f1ae63990f6d5b9e48ce807a77bb9995 ) Alterian SM2 (Free up to 1K mentions/month) Monitorthis.77elements.com Attentio Trackur Meltwater Buzz
- 16. Automated sentiment is a guidence at best How does the tool fetch data from social networks? Do the vendor have the Twitter Firehose? Are the vendor crawling data from Facebook or connect directly via the developer API or public RSS-feeds? Do you need to monitor other languages than English? How well does the tool filter languages? Are your core markets supported? Is there a lot of noise in your industry? How well does the tool allow you to filter data, include and exclude sources? Who will use the tool internally in your organisation? How easy is it to use? How much time is needed to be spent on training? Can you extract the data? Fancy PDF’s are nice, but can you extract the raw data and suply your number crunchers? Does the data need to plugin to other BI-systems? A short buyers guide to monitoring tools
- 17. When it all comes together
- 18. Thank you and good luck with your monitoring project! I’m @JoakimNilsson on twitter, if you want to stay in touch
Editor's Notes
- 4 easy steps to super charge your contact center will give you an introduction to the basics of social media monitoring and how your business can leverage on the new found insights.
- It’s a 4-step process that starts with listening (or monitoring). 2. As we know, data is just data unless we do something with it. Step two is reading and analyzing this data to understand what actions needs to be taken 3. Step three is Engage, here you exectute on activities that your monitoring data has told you about 4. No process is final without having an evaluation phase. We had good intentions executing or activities, but did it really work and what can we do better next time around?
- Step 1: Identify your customer and prospects... > Click through.
- You want to understand on which platforms your customers and prospects lives. Facebook is all the rage, but is that really where you should put your focus? Using monitoring tools you should be able to identify where people talk about you And who these people are, either Forum users, tweeters, bloggers or what ever channel it may be
- Step 2: Analyze your new found data. You know where they live, but what did they actually say? Let’s look at some common examples!
- Any company that has a somewhat sizable customer base and do business online will have public customer complaints... You can either see is a threat, or you see it as an opportunity to fix what is obviously broken.
- You may not find ”product feedback” specified in the header of posts, but when you digg through the volume of mentions I’m sure you can identify somekind of product feedback. And don’t forget your other channels such as call center and live chat.
- It’s unlikely that the mentions you find are centered around a brand, it’s definately centered around a product or set of activities. Your brand and competing brands will be mentioned.
- Troubble But not very unlikley, try to see what’s said about products instead.
- When you’ve analyzed your data and have a better understanding of 1. who they are 2. what they say > You should look at identifying your opportunities. List and categorize your mentions Identify the opportunities that each category of monitoring data comes with
- Based on the opportunities you’ve found you need to build concrete and actionable programs within your organisation. It may sometimes be as straight forward as getting your Customer Service team to reply to mentions. Your opportunities should guide the programs you build.
- When you started building your program you did so beacuse of the opportunities you’d identified i.e. There was an objective to meet. Now, you don’t want to be doing things without understanding how it impacts your business. Identify metrics for each Action/program so that you can show and benchmark over time the success.
- The data you get back is only as good as the data you put in. Start out with the free tools, Nick Garner will show you some concrete examples here.
- We cannot talk about tools without giving away some free tips. Understand your monitoring needs and objectives before going out shopping for Enterprise tools, it will save you both time and money (and maybe your job.)
- When it all comes together your monitoring data show flow smothly within the organisation, ensuring that relevant departments are engaged in their area of expertise. Most likely this will concern your Customer service, marketing, pr and product management teams. Getting everyone to collaborate and sometimes taking their department hats off is key for a successful social media program. Thank you very much and good luck with your program, now over to Nick and Unibet!