Whether businesses have one or many social media accounts, ensuring positive customer experience (CX) is a necessity — no matter what channel. Because social media often serves as the entry point for customers, it’s necessary to employ some form of social monitoring. Many organizations have dedicated social media teams to manage accounts and handle their customer experience (CX) needs; however, there are customer experience management (CXM) technologies that can help support this task.
Artificial intelligence (AI) can help businesses leverage data and insights for deeper consumer insights and more accurate real-time customer experiences — especially relevant when you are looking at new brand analytics. As available information grows exponentially across channels, it’s critical to monitor and continue to engage with customers to maintain CX.
What is social media and content moderation?
Social media and content moderation is how businesses or individuals manage user-contributed content. For example, suppose brand “X” has a Facebook page, and someone leaves a positive comment. In that case, a moderator can respond or directly connect with the commentator to encourage a favorable relationship between the business and the customer. However, if a negative comment is made on the social media channel, a moderator can delete it or follow up to better understand the CX issue.
A few channels where customers, fans, or even trolls can generate content that should be monitored with advanced AI tools include:
- Blogs and chat boards
- External review-based sites (Google, Yelp, etc.)
- Social media (Facebook, Instagram, LinkedIn, Twitter, etc.)
- Video streaming (YouTube, Vimeo, etc.)
Why do businesses need content moderation?
Since social media and other platforms act as a business’s front door to a wide array of customers, it’s mission-critical to ensure that all user-contributed content is moderated — especially because most brand channels are available to be viewed by anyone with access to the internet. Left unchecked, a negative message can result in lost business or potential customers going elsewhere.
Content moderation is one aspect of CXM and is how companies ensure that the messages and comments created by people outside their organization are accurate. Though some platforms will not allow moderators to delete content, knowing that a negative message has been left enables businesses to publicly respond and/or correct the situation.
How can businesses boost their social media and content moderation with technology?
For businesses looking to improve their social media and content moderation as well as CX across their channels, AI-powered tools can assist via social listening for better consumer insights. Social listening is a process of identifying and assessing what is being said about an individual, product or brand on the internet. AI can help by tracking keywords or designated hashtags, monitor image usage, and gather insights from other data sources that gets left behind by the audience.
Businesses can also enlist in chatbot CXM tools to respond to inquiries and comments sooner. By automating initial responses, organizations can free up human resources so they can dedicate more time to pressing or complicated CX needs.
How do different types of businesses use social monitoring tools?
Social media and content monitoring tools can help companies of all sizes. Whether it’s a big-box retailer with more than 5,000 different Facebook pages or a small business looking to simply track 10 different channels, AI technology can help extend the reach of employees while gathering consumer insights and promoting positive CX in a live or nearly-live environment. Social media monitoring is also helpful for new brands gathering analytics.
Businesses of all sizes can use CXM listening tools to ensure that whenever their company’s name appears online that it is within a relevant scenario. Should AI identify an alarming use case, it can get escalated quickly to an agent or other representative to address in a timely fashion.
Additionally, companies can benefit from social selling and turn negative comments into an upsell. AI helps to not only respond quickly to frustrated customers but then upsell them a majority of the time. Businesses who successfully use social media and social monitoring tools are able to turn their channels into revenue generating sources.
How can companies use social monitoring tools to improve the customer experience?
When a business can use its social media channels as a CX launch pad, it’s possible for customers to become fans and use social selling to turn your social media into a profit center and revenue generator. AI-powered technology is the key to managing this.
For optimum CXM, businesses should:
- Respond to comments and messages within minutes
- Use AI-powered tools to gather deeper consumer insights
- Leverage pre-loaded, step-by-step troubleshooting guidance to help solve issues quickly
- Remember, it’s easier to keep a current customer than secure a new one
At Avaldus, we believe that the future of CXM is a five-star rated customer experience and businesses of all sizes need intuitive, easy-to-use tools to achieve success. As consumers grow increasingly digital-centric, it’s important to meet buyers wherever they are. By partnering with you to deploy AI and social media monitoring technology, we can help your organization to deliver experiences that make customers happy.