4 Easy Steps on how to Super

Charge your Contact Center

EIG MILANO 2011

Joakim Nilsson, Head of Social Media

Listen

Analyze

Engage

Evaluate

The 4 Step Process Starts With

Listening 1

2

3

4

Step 1: Identify your Customers and

prospects

Identity Estimated Reach

Twitter.com/Jason32 34K followers

Blog Super Sport 10K/monthly

ForumMania78 0,6K imp

MegaPunter_56 1,2K imp

Who are they, and where do they

live?

Step 2: Analyze the monitoring data

Did you find customer complaints?

Any product feedback found?

What’s being said about your

competition?

Nothing, rien de tout, nada,

ingenting?

Identify your opportunities

List your monitoring results Identify your opportunities

Customers are complaining about our products and services

Could your customer service team help here? Would the product owners be concerned?

Product feedback identified How do you ensure it reaches the relevant internal stakeholder?

Competitors was mentioned in same threads as us

Could this be a sales opportunity?

Our products, brand or services are not being mentioned at all

Somewhat likely for small brands. How can you energize your customer base to talk positively about you?

Step 3: Take action and engage

Build actions from the

opportunities Identified opportunities Possible actions/programs

Customer service teams to address public customer complaints

Develop a program with education, tools and processes for customer service in social channels

Product feedback identified that could be interesting knowledge for product owners

Ensure a process is in place together with collaborative tools to route product information to relevant stake holders

Competitors was mentioned in same threads as us

Setup a daily report to the sales team with new sales opportunities to engage with

Our products, brand or services are not mention at all

Target customers with an online survey aimed at identifying your Net Promoters and develop programs tailored to them

Step 4: Evaluate the results

What was the outcome? Actions/Programs Desired Results

Develop a program with education, tools and processes for customer service in social channels

Descreased number of inbound e-mails resulting in lowered overall operating costs

Ensure a process is in place together with collaborative tools to route product information to relevant stake holders

Increased customer satisfaction based on the new product enhancements you develop

Setup a daily report to the sales team with new sales opportunities to engage with

Increased sales reach

Target customers with an online survey aimed at identifying your Net Promoters and develop programs tailored to them

Increased brand reach

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

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

When it all comes together

Thank you and good luck with your

monitoring project!

I’m @JoakimNilsson on twitter, if you

want to stay in touch