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Latest 18 Apr 2017 | Customer Service | 4 min read

How Automation Scales Human Experiences on Social Channels

Every day the world creates 250,000 libraries of congress-worth of data. Allow a moment to let that sink in.

That’s the equivalent to 90 years of HD video. Or 530 million songs. Or billions of tweets, texts, and posts. And that’s every day. 

This deluge of data and is so colossal that it’s changing how we communicate with each other and in the customer service arena, it has led to consumers demanding that brands be both more robotic and more human, and companies are struggling to find the balance.

How does one achieve humanity at scale?

Brands are asked to be more robotic because consumers expect instant, seamless customer service. Consumers are accustomed to web chat, messaging platforms, next-day delivery, and free returns. They expect instant resolution, and they want it on social

At the same time, these consumers feel less connected than ever before. Brands have built up hefty self-help portals, voice-recognition software, and automated replies to handle the demand which leave customers absolutely craving human interaction. It’s the “I just want to speak with a person!” refrain. 

Thusly, consumers both want a person, but they want that person instantly and they want the right person. 

There are two ways for your brand to meet their needs: either hire a literal army of customer service agents so that everyone gets their own agent, or, intelligently apply automation into a man-plus-machine hybrid that captures the best of both worlds.

And that’s where Conversocial’s “Play” feature comes in.  

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Playing to win

Play uses intelligent automation to act like a hyper-effective switchboard operator, routing social customer service issues automatically and resourcefully. These issues get grouped (if they are multiple messages from the same customer), channeled to the agent with the most relevant experience, and displayed in a single, personalized, and prioritized queue.

It’s able to do this with a lot more than just keywords: it understands context, and the proficiencies of everyone on your team so that it can route customer support issues to the right person at the right time. 

Specifically, it relies on:

  • Conversational context: If someone shouts the word, “fire!” it matters a whole heck of a lot whether they’re in a crowded movie theatre or, say, just on the couch playing video games. That’s the power of context, and it’s massively important to understanding what customers say via social, especially when their message length is limited or their grammar includes emojis, sarcasm, misspellings, and shorthand. Conversocial’s Play feature understands it all and routes accordingly. 
  • Adaptive workflows: Based on what it hears, Conversocial’s Play system tags entire conversations by sentiment, response time, and even likelihood to respond, and triages them. Agents are simply presented with ready-to-resolve issues determined by a hierarchy of needs. 
  • Agents and specialties: Have you ever wandered a big-box department store and had an employee refer your question to someone else because, as they said, “it’s not my department?” If so, that’s precisely the hide-and-go-seek game that Play’s intelligence helps your social customers avoid. It understands which agents specialize in what and routes correctly the first time around. 
Conversocial's Play helps customer services scale human experiences on social channels through automation with machine learning technology and NLP.

The result? Your human agents can be everywhere with automation-like speed. The Play feature lifts the right signals from the vast sea of big data noise and your agents can resolve it all with the precision of, well, people. 

This is the future of #SocialFirst customer service: platforms that scale. With them, no matter how many libraries of congress-worth of customer complaints get logged, you can just press “Play” for near-instant resolution. 


How is your support team dealing with the data deluge? How do you achieve scale? Talk to us on Twitter and share your #humanityatscale solutions. 

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