Social Dynamx today launched an enterprise-class customer care solution designed for social media prioritization and management in the contact center.
The platform features a role-specific interface built for customer care managers, agents, and supervisors; automated prioritization and matching; enterprise-scale workflows across distributed teams; and contact center–specific service level agreements.
"There is a whole generation of people not going to the phones anymore. They're going to different support communities, which is putting customer care and contact centers under enormous pressure," explains Jan Ryan, president and chief operating officer of Social Dynamx. "We didn't want to compete with support communities…you have the Lithiums and Get Satisfactions. We built this to be a good citizen in the ecosystem."
Social Dynamx facilitates social media conversations in real time and gives contact center managers access to a Manager's Dashboard, allowing them to break down channels with social stats like time to agent response, responses per agent per hour, or closed per agent per hour.
"Agents are going through posts manually, and post by post, asking, 'Is this actionable?'" Ryan says. "There is no priority or relevance, and sometimes questions were answered already." That is, when they're answered at all. The company estimates that about 70 percent of Tweets directed at companies go largely unanswered, and that only about 5 percent of Facebook posts get a response.
Social Dynamx says it pulls out relevant social conversations and intelligently routes them to the appropriate company agent for handling. Results are measured and tracked for reporting, and processes may be integrated with standard CRM systems, support systems, and peer-to-peer communities, the company says.
Early users of the Social Dynamx solution include Convio and Time Warner Cable.
"The majority of social CRM applications on the market are geared toward marketing use cases," points out Jenny Sussin, a senior research analyst at Gartner. "We follow over 100 vendors here, and about seventy percent or so have marketing offerings, but only forty percent have customer service ones."
Sussin notes that vendors have either targeted the SMB or enterprise market, and that the enterprise customer service use case has been strong, "which is surprising given the growth of the social CRM market in general." But the general word on the street is that a fully realized social CRM product will incorporate marketing, sales, and customer service capabilities. Sussin concurs, noting that "when you talk about a true, cross-enterprise implementation, you don't actually see a lot of them."