Conversocial this week released a major upgrade, called Conversations, to its contact center social media solution. Conversations will allow enterprises to manage social-media-based customer inquiries directly from the contact center.
Conversations doesn't treat social media posts individually. Instead, it intelligently threads together multiple messages between 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, to measure the performance and efficiency of social media alongside other customer service channels.
"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 Conversocial's 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."