Customer contact agency CPM has launched a social media engagement suite, Socialise, which will listen and gather insight across the entire social space, and relay key messages to customer careline teams for responsive action.
CPM’s Socialise listening hub will use an array of hand-picked and optimised respected software platforms to collect and project data in a meaningful way from unlimited key social media platforms, as well as from influential bloggers, forums, and major news media.
Socialise analysts will provide a constant listening and insight service, and will work alongside dedicated customer careline teams to respond to customer feeds on behalf of the client brand or organisation.
CPM managing director Karen Jackson, who has overall responsibility for the company’s multi-channel contact centres, said: “Research has shown that 80% of tweets about companies require an actionable response and yet 70% of these go ignored. At the same time just 12% of 2,100 companies surveyed by the Harvard Business Review feel they are using social media effectively. These statistics show that there’s a yawning gap to be filled in terms of social customer engagement.”
The software platforms underpinning CPM’s Socialise service are designed to gather emerging topics and themes, as well as comments about brands being made by members of the public and the media. Comments will also be displayed by social media category. Key influencers, including publications that are particularly active in the social space can be followed, as well as individuals who have the highest influence levels, making it possible to target who brands should be talking to.
The Socialise service also enables brands to collect feedback on advertising campaigns, new product launches and promotions. By tracking customer sentiment before and after a campaign or event, the service acts as an accurate real-time measurement tool. Using a geocoding facility, it will be possible to search within a given geographical area, allowing brands to gauge the response to promotional activity taking place in a specific location.
Jackson added: “A lot of organisations are dipping their toes into the water using a combination of solutions to address the need for a social presence.
“Here at CPM we strongly believe that ‘social’ is just another channel in which to engage customers and consumers. Our new Socialise hub combines technology that can filter through the vast sea of digital noise, with experienced customer care teams trained to engage quickly and appropriately, communicating individual brand values. Not only does this protect and enhance brand reputation, but it creates engaging experiences for our clients’ customers.”