Last month at Convergence, we talked about our commitment to providing intelligent customer engagement solutions to enable organizations to deliver customer experiences that are personalized, proactive and predictive. At the heart of these intelligent solutions are tools that help businesses not only better understand the thoughts and opinions expressed in social media, but also help them engage with their customers in-context and in real-time.
Businesses need this capability now more than ever. According to a Satmetrix survey, 39% of companies do not track social media customer commentary, and 55% of companies ignore customer Feedback on Twitter and Facebook. A single bad post or tweet that is not managed can significantly and permanently impact a company’s brand and reputation.
With the introduction of Microsoft Social Listening last June, we delivered powerful social listening and social analytics tools to help sales, marketing and service teams gain insight into how people feel about your business. And starting next week, we are taking social capabilities to the next level with the availability of Microsoft Social Engagement! The new name is more than just a branding change. It reflects a completely reimagined user experience for companies, extending beyond social listening and sentiment analysis to offering true social engagement.
We are excited about the improvements that we have made in this new solution. Some of key enhancements include the following:
- User Interface (UI): We have completely redesigned the user interface throughout the application for a simplified experience. The dashboards are highly intuitive with visual filtering capabilities. We also introduce new filters: authors, post type, assignee, and labels.
- Social Analytics: The application now includes richer data with new visualizations, such as phrase clouds, top fans, top critics, and top hashtags giving greater insights to our customers.
- Social Center:These user-specific configurable and shareable streams consisting of vertical columns displaying social posts as they come in are usually the domain of social media and community managers. However, they can also be an indispensable tool for a customer service manager who can monitor posts and proactively engage. In this release, we will support:
- Internal actions: Assigning a post to a user and also applying a status label, which you can define in the Settings area.
- External actions: Responding natively from within each stream with the following actions: Reply, Retweet, Favorite, and Direct Message on Twitter. Like, Comment, Share, and Private Message on Facebook.
- Social Profiles: People now have the ability to add authenticated Twitter and Facebook accounts, which allows them to interact with their audience on social posts coming from Twitter and Facebook.
- Search Topic Set-up: Sales, marketing and service professionals can now set up search topics in an easier and more flexible manner. They now have the ability to define rules by the following criteria: keyword, Facebook page, and Twitter handle. Projected quota usage is displayed, as well as a preview of Twitter posts, to give them an idea of the type of results they can expect.
Coming soon (Summer 2015) will be Social CRM – the complete end-to-end customer experience giving sales people to ability to convert social posts into leads, opportunities, cases or any custom CRM entity in Microsoft Dynamics CRM.
Beyond these new Social Engagement capabilities, what gets me most excited is how businesses are using social channels to better engage with their customers. I had the opportunity to meet with several customers at Convergence last month, and the new capabilities coming in Microsoft Social Engagement was a highlight of those discussions. Below are a few examples of how customers are using this service today.
Liebherr Group realized that a single dissatisfied customer post online can send an organization scrambling to save its brand – they saw this happen to a competitor. Specializing in cranes, aircraft parts, mining machinery, household appliances and so much more, the Liebherr Group boasts 9 billion euros in yearly revenue, a workforce of over 41,000, and a diverse business portfolio — it’s comprised of more than 135 companies across the globe. The Liebherr Group must stay up to speed on innovative developments and announcements about thousands of products in dozens of industries. “We had hit a wall with the existing system. We had to be able to go deeper and move faster,” says Tobias Ilg, Social Media Manager within the Corporate Communications department.” Read more about Liebherr’s case study.
Hamburg Port Authority is Europe’s second largest port and uses Microsoft Social Engagement to make informed decisions with split-second timing. By using Social Engagement, HPA can quickly identify challenges and respond more effectively. Sebastian Saxe, Chief Digital Officer at Hamburg Port Authority said, “Microsoft Social Engagement can help us to get more information much faster out of the social environment where the port is embedded. This enables us to make smarter decisions in the future.” Read more about Hamburg Port Authority's case study.
Marston’s Pubs in the UK is using Social Engagement to actively listen to their customers, analyze the sentiment of those customers and directly engage with those customers. See what they are doing in Satya Nadella’s keynote at Convergence. You can read their case study.