Customer experience given a social aspect

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Aspect Software have created Aspect Social, a cloud-based offering that aligns interactions organisations have with customers on Facebook, Twitter, blogs and online communities with their overall customer contact operations.

Companies can move beyond passive social channel monitoring and delivering ad hoc responses to empowering contact centre agents to act expertly in a disciplined, timely way on inquiries or comments in the social sphere or even to engage proactively with customers in anticipation of disruptive events such as power outages or travel delays.

“Most companies today simply monitor social media conversations on marketing campaigns or promotions on the social web, sometimes responding to them but more often ignoring them. However, as customers increasingly turn to social networks for customer service response and interaction, organisations need to embrace social media as a vital, two-way channel that can amplify their ability to deliver a differentiated customer experience,” says Jim Freeze, chief marketing officer of Aspect.

This alignment is something organisations are calling for, as 58% of customer service strategy decision makers see managing social media inquiries as their top challenge (according to a Forrester study, commissioned by Aspect, of enterprise customer service strategy decision makers), and just 4.6% say their ability to measure the overall impact of social media is excellent (according to Lithium and MarketingProfs “2012 State of Social Media Marketing Report”).

Aspect Social provides contact centres with the ability to identify, prioritise and route customer-service-related social media to the right contact centre agent and measure the effectiveness of their response. It provides tools and capabilities specific to the needs of contact centre agents and supervisors, including:

Jim-Freeze

Jim Freeze

“In an era when consumers choose when, where and how they communicate, businesses have a unique opportunity to rally around the total customer experience by placing the contact centre at the heart of the customer engagement process. Aspect extends the contact centre’s history of disciplined, measured, customer-centric contact management to social media, turning social interactions into a meaningful, mutually beneficial dialogue,” adds Freeze.

 

Author: Jo Robinson

Published On: 6th Feb 2013 - Last modified: 30th Oct 2017
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