Oracle’s Integration of Twitter for Customer Service

Posted Monday, September 30, 2013 in Customer Service by Mitchell Kramer

Last week, Patty Seybold published, “Four Reasons Why Customers Prefer Twitter for Customer Service,” a report about how businesses and their customers use Twitter as a key channel for customer service. Patty proposes seven best practices for Twitter-based customer service. Oracle Service Cloud Social Experience can help implement four of the seven:

  • Treat Twitter as an Integrated Customer Service Channel
  • If You Have Lots of Customers, Establish Customer Service Twitter Accounts
  • Defuse Anger Publicly; Take the Issue Private
  • Gather Customers’ Ideas for Next-Gen Products.

You’ll implement the other three with customer service policies, standards, and procedures:

  • Set Customers’ Expectations Re: Times of Day You’ll Respond to Tweets in Real Time
  • Respond within Minutes
  • Don’t Use Automated Responses!

Here are brief descriptions of how Oracle Service Cloud Social Experience helps implement the first four practices:

  • Treat Twitter as an Integrated Customer Service Channel

    Social Experience Social Monitor searches Twitter for Tweets that are relevant to customer service. Agents and/or analysts specify search queries as strings of language-specific terms of 255 characters or fewer. Queries strings may include the exact match (“”), AND, or OR operators. Analysts can save search queries for execution at a later time or for (regularly) scheduled execution.

    Social Experience Social Monitor can automatically create customer service cases from the Tweets in search results and automatically appends the info in subsequent Tweets from the same Twitter account to them.

    Social Experience captures customers’ Twitter account info within search results and includes them within Oracle Service Cloud customer data.

  • If You Have Lots of Customers, Establish Customer Service Twitter Accounts

    Social Experience supports multiple corporate Twitter accounts that it shares among its users. (It supports corporate Facebook accounts, too.) Businesses can create a hierarchy of corporate Twitter accounts for customer service, organizing them in any appropriate manner—by customer or customer company, by products, by customer service level, or by severity or priority, for example. And Social Experience’s Corporate Twitter accounts can be set to follow customers’ Twitter accounts.

  • Defuse Anger Publicly; Take the Issue Private

    Agents specify whether each of their Tweets is public or private.

  • Gather Customers’ Ideas for Next-Gen Products

    Cases generated from Social Monitor search results can be ideas for next-gen products as well as the representation of questions and problems.

Pretty good, although a bit of content-based alerting on search results could automate Twitter monitoring. Note that these capabilities of Social Experience’s to support Twitter are capabilities that we’ve seen in other social monitoring and analysis offerings, offerings including Attensity Analyze, and Respond; Clarabridge Analyze, Collaborate, and Engage; and KANA Experience Analytics. All of these offerings have been available for a few years. They’re widely-used and well-proven. Any of them can help make Twitter an integrated customer service channel.

Going forward, we’ll extend our framework for evaluating social customer service products to include Patty’s best practices as additional evaluation criteria. Thanks, Patty.



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