Some of you may know that I travel quite frequently to attend events, meet with clients and more but did you know I recently was in an emergency landing on a nationally known airline? I am not going to go into the specifics of what I felt or how others around me were dealing with the announcement of a possible water landing but it got me thinking about social and the importance of being connected. Why on earth have I been thinking about this? I have two answers to this, first the wi-fi service was not working on the entire flight so I could not alert my family that we were being diverted to another airport with a longer runway or yes potentially send them one last I love you.
Second, when we did land and we were stuck in the grass while FDNY in hazmat suits approached and someone took pictures of us and tweeted them out I was assured by the @nationallyknownairline on twitter that they were doing everything they could to get us off the plane immediately.
Don’t they tell us that in case of emergency evacuate as soon as possible?
Let’s get back to the point, staying connected in an era where social and the customers that use it are shaping how companies engage. I have since done some experimenting with companies that I know respond at least some of the time to tweets. On average if it is a company I know does some type of social monitoring and I ask a direct question I will get a response 25% of the time. This is generous estimate. If I merely mention the company or the twitter account that is being monitored I get a response less than 5% of the time. There are a lot of statistics out there that tell companies they need to be doing more but are they listening? I think slowly they are beginning to. Social channels are maturing and new ones are constantly popping up. This time last year most people probably had never heard of pinterest, snapchat or even Instagram. Now they are regularly on the news and even mentioned in nightly television programs and sitcoms.
Two weeks ago I attended the Oracle CX Summit for partners at Oracle Headquarters in Redwood Shores, California and I had the chance to listen to information about updates to Oracle’s CX suite of products including RightNow, SRM (Social Relationship Management) and Eloqua. There were other products featured as well but these three stand out because they have a social footprint to varying degrees.
I asked @nationallyknownairline what product they use to monitor twitter and keeping with the typical pattern I have been seeing they did not respond. However after some internet research I came across a video of their social lab where the agents who used to be reservations agents were taught to monitor twitter. The lab had a wall of monitors displaying facebook, twitter, live tv, tweetdeck and hootesuite. When asked why they use so many different tools they responded that they want to take advantage of different benefits and nuances of each tool. While I commend them for even having a social lab to begin with they have a long way to go.
Being that I am the most familiar with RightNow (Service Cloud) I will begin there. Social monitoring was introduced in the product a few years ago and has been continually enhanced with each quarterly release. Being that RightNow is primarily a call center application many times the departments using this feature are part of the customer support organization and use it purely in a service capacity. Many companies using it are still at an early stage where they have some searches set up, may respond occasionally but that is all.
Ideally they should be using it as a legitimate channel and reach out to customers that are having a problem and generate an incident. They could also use it to proactively communicate information such as upcoming product releases, service advisories or even to identify potential problems before it is too late. If you have been in the customer service industry you have heard that 89% of customers will switch brands after one negative experience but what if that one person tweeted about it and all their friends in turn retweeted it.
A company could be quickly facing some very unwanted sentiment from the social ether. The February 2014 release of RightNow had some nice updates to this feature. If you want to read more about it peruse one of my previous posts, email me or find me on twitter @just_rhianna and request a demonstration.
For general information on Social monitoring in Oracle’s Service Cloud read this and make sure to read some of the whitepapers and case studies: http://www.oracle.com/us/products/applications/rightnow/social-experience/social-monitor/overview/index.html
SRM is a purely browser based application where you can set up listeners, social pages, workflows and even integrations to RightNow and Eloqua. It is classified as part of the Oracle Social Cloud. The audience for this application is primarily the marketing arm of a business but can be used by support as well. In fact I know at least one electronics manufacturer where customer support falls under marketing. Yes it makes for some interesting internal conversations but how powerful would that be if your marketers were listening to social chatter, identified some potential fires and were able to seamlessly pass them on to the call center agents that were using RightNow? Everyone one wants a 360 degree view of the customer, don’t they? The answer is they should!
For more information on Oracle Social Cloud: http://www.oracle.com/us/solutions/social/overview/index.html
The anchor of Oracle’s Marketing cloud is Eloqua, it is geared towards marketing and deals mainly with the more traditional channel of email. There are still large demographics of people that are not adopting newer social channels therefore I do not see email going the way of the CD just yet.
With Social Sign-on Apps from Eloqua, businesses can prompt visitors to sign on with their Facebook, LinkedIn, or Twitter login to access their marketing asset. Eloqua Social landing page apps are accessible directly within the landing page editor. Each tool, such as the social sharing tools for Google+, LinkedIn and Twitter can be dragged onto the landing page canvas with a single click and quickly configured. Allow users to share content with their network within Google+, LinkedIn, Facebook and Twitter!
Integrate with Oracle SRM to better target your campaigns to address what is being discussed by your targets.
In fact, each of the solutions I spoke about have integrations that allow them to seamlessly interact and provide better insight into customer activity whether it be purely social, marketing or service. More information can be found in this data sheet: http://www.oracle.com/us/products/social-relationship-mgmt-brief-1915605.pdf?ssSourceSiteId=opn
At eVerge Group we have a vast amount of experience across CX, Marketing and Social and can provide assistance with assessments, best practices, implementations, integrations and more. I would like to thank Jim Sibley for his contribution to this article and for continuing to share his knowledge of Eloqua with me.
If you are interested in learning more or have questions feel free to reach out to me at firstname.lastname@example.org
eVerge Group is an Oracle Platinum Partner with extensive experience. For more information about Oracle RightNow CX and our other business solutions, contact us through our website: http://www.evergegroup.com/contact.php
About the author: Rhianna Albert (Just Rhianna) has an extensive background in customer support systems and processes, is an active member of the CX community and has been implementing and integrating RightNow solutions for six years.