Traditional customer service is adept at directing queries to the right team or individual. Social platforms can also use automation by analysing keywords and phrases

1. Social can learn from
traditional customer service

2. 1. Right mention to the right agent
Traditional customer service is adept at directing queries to the right team
or individual. Social platforms can also use automation by analysing
keywords and phrases
55% of customers feel frustration
when having to repeat the same
information to multiple customer reps.
or across multiple channels

3. 2. Managing spikes
To help manage spikes contact centres use call caps, queues and overflow to
an outsourcer. In social we can bring in back-up staff from other teams. We
can also use automation to tag and remove ‘noise’ from the customer
service queue.

4. 3. 24/7 Support
Most traditional support is offered during limited hours, but some larger
companies are able to offer round-the-clock support. They have staff on
hand at all hour responding to urgent queries from any channel, including
social media.

5. 4. Last agent routing
With voice, if a customer calls back we would try to route them to the same
agent they spoke to last time. Social tools can automatically assign tweets
this way.

6. 5. Supervisor visibility and monitoring
In voice, supervisors can listen to live calls. In social, you can set up
Supervisor Dashboards that show the volume of mentions coming in, the
number assigned to each agent, average handling time and more.

7. 6. Command and control
Contact centres keep close control of their agents using scripts for voice or
template responses for email and webchat. On social, there are a number of
options for keeping close control or offering creative freedom:

8. 7. Measurement of customer
satisfaction
Across other channels, we use measures such as Net Promoter Score or
Customer Effort Score to measure performance. In social we have more
options available – including sentiment, social NPS or a gratitude index.

9. 8. Disaster recovery & business
continuity plans
Every major business has a Disaster
Recovery plans for traditional channels.
We should replicate this for social using
pre-defined business continuity plans –
giving us the ability to switch to an
alternate plan in real time, as and when
a scenario arises.
Simulations are a great way to
get brilliant insights.
You can use a virtual on-the-spot customer service

10. 9. Cli Recognition in voice
We’re able to identify callers using
their phone number and provide
personalised routing, such as
moving important customers to the
front of the queue.
On social we can replicate this by
storing Twitter usernames and
routing based on their importance
to the company, as well as their
social influence.

11. 10. Networked experts
We’re able to route calls and emails to the person with the right technical
knowledge. On social, we can do the same by identifying keywords – e.g.
‘casino games’. The expert doesn’t even need to sit within the contact
centre.

12. Call us today
+356 2364 4000
or drop us an e-mail
info.centrecom@centrecom.eu
or visit us
www.centrecom.eu
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