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Is there a way to reduce call center costs while improving the quality of customer experience?  

In this episode, former Forrester Analyst Natalie Petouhoff (@DrNatalie) discusses her ROI model for social customer service and the recent videos she produced for Salesforce.com on building the business case for integrating social into customer service.

Can social customer service protect brands against perceived and systemic product failures?  In markets dominated by companies that are too big to fail, do customer opinions matter?  Dr. Nat also discusses he method of calculating the ROI of social customer service interactions, the value of direct and indirect call deflection and why companies should align with their super users to lower their call center costs while improving customer experience quality.

Here’s Dr. Natalie’s list of monitoring tools. Chapter Six of my book also walks you through the process of building a social media monitoring dashboard with free tools and services:
Tool / Site
PR, Marketing, Customer Service and Production Development Value
Search on twitter to find people, topics, etc…
Forum search engine, message tracking and instant alerts system designed to provide relevant information quickly and efficiently while ensuring you never miss an important forum thread no matter where or when it is posted.
See which blogs are prominent in which sector
Allows you to easily track and measure what people are saying about you, your company, a new product, or any topic across the web's social media landscape in real-time. Social Mention monitors 100+ social media properties directly including: Twitter, Facebook, FriendFeed, YouTube, Digg, Google etc.
Generates “word clouds.”
Planning on launching an activity? Run a quick search to see which time of year the world is talking about that subject the most.
It features real-time snippets of the most shared links in relation to the subject you are interested in, in real-time.
See who is writing about your brand or subject of interest in a flash.
Get a handle on the DNA of a website or Blog; How much traffic a site gets, where that traffic is coming from, whether it is gaining more traction, here you need to focus more effort, check on the competition, etc…
Search to see what blogs are writing about your brand or company
Simple way of tracking activity across all of your social networks / platforms.
If you are running a campaign and want to see how much traffic has been driven to the 'target' of your activity, type it in here and you'll get an idea of how much that site address is being shared.
Instantly creates a web page with the latest news from various sources by typing in a key word.
www.google.com/alerts Google Alerts are email updates of the latest relevant Google results (web, news, etc.) based on your choice of query or topic. Enter the topic you wish to monitor, then click preview to see the type of results you'll receive.

Thanks to Brian Solis for tipping me off to these new videos by Dr. Nat!

Other Podcasts Reference in this Episode:


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About the Podcaster:
Eric Schwartzman (@EricSchwartzman) provides social marketing services, social marketing research and social media training to businesses, government agencies and nonprofits. He has over 15 years experience integrating emerging information technologies into organizational communications programs.  He has served Boeing, BYU, City National Bank, Environmental Defense Fund, Government of Singapore, Johnson & Johnson, NORAD Northcomm, Southern California Edison, Toyota, UCLA, US Dept. of State, United States Army, US Embassy of Athens, US Embassy to Rome, United States Marine Corps and many other small to medium-sized companies and agencies.  Eric is also the instructor behind top-rated social media training seminars and the Social Media Boot Camp which are offered regularly in the US and abroad. Visit the social media training calendar for upcoming dates.

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