Conversocial Launches Large-Scale Customer Service Management for Social Media



Software-as-a-Service provider, Conversocial, has released a major upgrade to integrate social media into large-scale contact centers. The upgrade, called Conversations, enables enterprises to manage social-media-based customer inquiries directly from the contact center.

Conversocial’s new cloud software fills the customer-service gap left by traditional ticketing systems, which have been designed to handle private, one-on-one customer inquiries and social media management systems developed for marketing and public relations purposes, the company said. The cloud solutions company, which launched in 2010 and now supports a customer base of more than 150 major enterprises, has developed Conversations to help integrate social media into traditional customer service processes and technologies such as phone and email.

Contact centers operating at this scale can have big teams of agents handling hundreds of thousands of tweets and Facebook messages every month. Rather than deal with individual tweets or messages, Conversations threads together multiple messages between a customer and agent through both private and public messages and across social media channels – in real time.

For end customers, this means interacting with a company over social media is no longer a series of disparate tweets and unconnected responses but a seamless conversation, even if there’s a team of agents working on the other side.

At the same time, it allows contact centers to track essential customer service metrics, such as Average Handling Time, in order to measure the performance and efficiency of social media alongside other customer service channels, paving the way for integration into essential customer service technologies such as workforce management and CRM systems.

“Social media cannot exist within a single department or technology. It needs to be fully integrated into relevant business units – trying to manage social customer service as a marketing activity causes a bad experience for the customer, as well as being more expensive for brands to manage,” said founder and CEO Joshua March, in a statement. “By helping our clients integrate social fully into the contact center, we are helping them have better relationships with their customers: and a customer tweeting about a great service experience is worth hundreds of likes.”

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Posted September 11, 2015