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Embracing modern customer care without upsetting your CFO

By Jen Brown
Thursday, 13 August 2020

Embracing modern customer care without upsetting your CFO

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How do you deliver great, modern customer care while maintaining operational efficiency? How do social listening tools help you deliver more human, empathetic care? What’s the biggest mistake organizations are making when it comes to leveraging data that can improve customer experience? 


Twitter Official Data Partner Sprinklr and Twitter hosted experts in CX and customer service to discuss these questions and explore topics such as:

  • Why going off script is necessary to deliver truly human care
  • How AI and automation can scale customer care (without bots taking the “human” out of it)
  • What role social listening tools can play in modern customer care
  • Practical next steps to get started on improving your CX

View the webinar for a rich discussion with Maureen Blandford, Tech Marketing & Transformation Leader; Tracey Finlay, Leadership, Tech Marketing & Transformation Leader; Joe Rice, Data & Enterprise Solutions at Twitter; and Jen Brown, Director of Marketing, Sprinklr.

Here are some highlights:

What factors are causing brands issues with CX?

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We are all tired of the word ‘transformation,’ but it’s still the reality. I talk about legacy mountains in organizations; it’s still a huge obstacle. Legacy structures, processes, and mindsets, it’s very difficult for a functional leader to overcome those without the C-suite on board. We still have moats and drawbridges with how functions are communicating with each other; we’re not communicating very well.

Maureen Blandford

What hinders companies from leveraging the knowledge customer care has?

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Too often people see the contact center as the lowest of the low. When I talk to agents, they know more about what the customers want than the customers do. They have the answers. But organizations don’t trust their agents to intuitively know what is right for the customer. Yet, 99 percent of the time, they do. They just need to be trusted. Get a big bunch of customer-facing people in a room for three hours and ask them: What do customers do that is really annoying? They will list off everything and give you an amazing, low-cost roadmap of stuff you can fix right away. And it makes your customer-facing teams feel listened to.

Tracey Finlay

How do you leverage social insights to make better CX decisions?

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Organizations have focused too much on quantitative social insights (impressions, engagement, reach) which aren’t business outcomes, and have underutilized and probably underappreciated the qualitative nature of Twitter data. This is in my opinion more insightful and more powerful as it's feedback that’s emotive, unprompted, and in the moment. Twitter is now 14 years old and I’m still surprised by the number of organizations that don’t have any processes or tools like Sprinklr to engage and manage their social engagement and therefore lots of Tweets and DMs go unanswered. Twitter is public by nature and so presents a great opportunity to humanize your brand and show you care.

Joe Rice

View the webinar for the full discussion, including more tips on how to improve CX in your customer service today.

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