Episode 159 – Conversocial’s Case Management for Social Media with Jason Valdina

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A Tech Tuesday Episode. All things Technology related to providing digital customer service.

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“Messaging has the potential to replace phone calls—but only if customers know they will get a quick response.” – Joshua March

Book of the Day: Message Me: The Future of Customer Service in the Era of Social Messaging and Artificial Intelligence – Joshua March

Today’s Guest: Jason Valdina

Jason Valdina joins us from Conversocial, a SaaS Social Customer Care Platform based in New York City and London where he runs Product Marketing for the leader in Social Messaging for Customer Care. Previously, Jason has pursued a number of entrepreneurial endeavors with early-stage SaaS companies, most recently heading up product for Graphika, a social media analytics startup in NYC. Previously, he lead the product team for email marketing automation platform Movable Ink, launching the company’s “AgileEmail” platform. Prior to Movable Ink, Jason served as the global Head of Customer Experience at LivePerson where he was intimately involved in the early-access beta launch of LivePerson’s “LiveEngage” muplatform.

Conversocial’s Case Management for Social Media with Jason Valdina

Why Messaging needs to be factored into the equation for customer care centers

  • From Gartner – Cool Vendors in CRM Customer Service and Support, 2017
    • By 2019, requests for customer support through consumer messaging apps will exceed requests for customer support through social media.
  • Consumers are increasingly flocking to public and private messaging channels
  • Last week, as covered in Episode 54, we announced our launch with the closed beta of Messenger customer chat
  • Volumes will only increase
  • Conversocial’s intelligence, workflow and insights are helping brands keep pace, and even improve their operational metrics, allowing them to gracefully handle broader types of customer issues without sacrificing quality
Organizations struggle to measure their effectiveness across social channels due to the legacy of case management in the traditional contact center
  • Social can be as real time as chat or as asynchronous as email.
  • Analytics for social messaging needs to support contact centers ability to track their effectiveness across social as compared to all voice, chat, email, self-serve, etc.
  • This is why Conversocial launched Resolution Management allowing brands to apply case closure metadata applied to public and private social messaging

The need for specialization in harnessing and measuring social customer care:

  • specialized applications for social care handle social media posts and messages in an effort to reduce noise and focus agents on the conversations that matter most
  • Social content is captured and analyzed to determine the incoming post’s intent and topic, align the post with previous customer contact via CRM integration, determine the sentiment of the post, and make recommendations for prioritization and workfow as well as the best agent to handle the issue
  • Brands are seeing their First Response Time decrease as agents are more focused and efficient, but managers need to be able to prove this efficiency and value

A shift in mindset: Social Conversation Case Management

  • As the industry matures and customers become serious about social as a service channel the need to be able to measure and compare with traditional channels is growing
  • Introducing Resolution Management from Conversocial – A new Resolution Management system that builds on top of our ‘Conversation’ threading and combines Agent-actioned closures with automated cleanup systems to provide accurate, stable and comparable data sets with other customer care channels
Three New Social Messaging Analytics Dashboards
  • Agent Dashboard
    • Response Rate
    • AHT by team and agent
    • Response time for account, team, agent
    • Efficiency and Utilization metrics for staffing and planning
  • Real-time Resolution Dashboard
    • Case closure which puts the control in the agents hands, while reducing noise and helping them focus
    • All conversations can be closed, not just case management tagged conversations
    • Conversations that require no more action can now be closed automatically via Autocloser
    • Conversations that require no initial or follow up action can be closed
    • The ability to send follow up replies won’t impact response times
    • Reduction in FRT (first resolution) outliers
    • Improved insights for resolutions
    • CSAT users have more flexibility for survey sending
    • Removal of “waiting on customer” resolution
  • CSAT and NPS Dashboard
    • Focused on raising that number
    • Delight them, make them happy
    • but challenged with lowering cost at the same time
    • Social is cheap / frictionless / close proximity to resolution
    • Which makes it ripe for excellent response rates compared to email
  • Key Metrics For Social Messaging
    • AHT
    • FRT
    • Response Rate
    • Agent Effectiveness
    • Cost per resolution
    • Many brands struggle with this
    • And many technology solution providers can’t address this
    • Between channels
    • Broken down by social channel

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    • CraftBeerClub.comGood People Drink Good Beer. Get the finest craft beers from America’s best microbreweries delivered to your door! They search out exceptional craft beers from around the country and then deliver the monthly beer club selections direct-to-you or your gift recipient’s door. You can choose an ongoing beer club membership or Craft Beer Club gifts to ship monthly, every-other-month or even quarterly. This is a fantastic gift for the Craft Beer enthusiast in your life. Give 1 to 12 shipments and receive up to 3 bonus gifts and an additional $25 bonus with your order.
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Jobs

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About the author, Frankie Saucier

Frankie Saucier created the Socially Supportive podcast because believes that in order to advance digital and social customer care, leaders must come together in a community where colleagues can collaborate on the latest strategies and discuss the best technology. The Socially Supportive podcast creates a space for that community to thrive. She is also the Founder and CEO of Socially Supportive, a digital consultancy that helps brands communicate effectively with customers online. Frankie is a member of several consortiums, including the Social Care Leaders Group, an international group of leaders in the digital and social care space. She has over 20 years' experience in customer experience, including 7 years creating and running the digital customer support team at the 3rd largest cable company in the U.S. She also holds a bachelors in Mass Communications.

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