Vega keeps social conversations going

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As more consumers interact with their favorite brands through social media, brands need a way to manage these communication channels. Otherwise, they’re apt to miss important messages or spend more time than they can afford ensuring the conversations are positive and productive. Vega, a provider of plant-based nutrition products based in Burnaby, British Columbia, turned to Conversocial for help.

Conversocial helps clients take a “social-first” approach to customer engagement, says chief executive officer and founder Joshua March. “We see social media and mobile as the best channels to engage,” he says. “They’re the most convenient and have the richest functionality.”

Before deploying Conversocial in 2015, Vega had no platform to help employees manage its social media initiatives, says Bridgette Clare, education and experience team lead. Instead, employees would log into each platform to review comments and reply to people.

“We were missing opportunities to engage with our fans,” Clare says. “We wanted to streamline and engage more efficiently and effectively with a wider audience.”

Conversocial assembles all social platforms within one place; companies can identify key words to capture and highlight.

“Searching native Instagram on a phone isn’t efficient,” Clare says. Moreover, searchers are likely to miss some
key words.

Analytic capabilities

Conversocial says it applies the disciplines of contact center efficiency to social customer engagement.
“It’s a very efficient way to process content,” March says.

While some companies have used social marketing platforms to assist in these efforts, such platforms tend to be built for lightweight engagement. Conversocial can thread together individual messages and assemble conversations from different social media accounts. It also can provide analytics, such as the average time required to respond to a comment and the percentage of inquiries that are resolved.

Most Conversocial clients are mid-sized to large enterprises, though the company is working with some early-stage startups, typically involved in ecommerce. “They tend to push social from the get-go,” March says.

Implementation can encompass two phases. The first phase generally lasts between two and six weeks, during which agents move onto the platform and Conversocial’s services team works to customize the routing engine.

The second phase consists of integration with the organization’s customer relationship management system and/or contact center, if desired. This phase typically lasts from about four weeks to several months.

Improved response time

Before implementing Conversocial, Vega had no information about the time required to handle customer comments via social media, nor any way to gauge overall sentiment about brand, Clare says. Since implementation, the company has seen improvement in the time required to handle comments.

In addition, positive brand sentiment on Instagram, where most of Vega’s conversations occur, tops 98 percent. “We’re able to engage with fans through Conversocial and impact how people feel about the brand,” Clare says.

In late 2016, Conversocial commissioned a study from Forrester to determine the return on investment customers can realize by deploying its platform. Among other results, Forrester found companies using Conversocial can significantly reduce the costs of delivering customer care when compared with traditional customer service methods.

Moreover, engaging with customers via social media increases brand value.

The customer service and support departments at Conversocial are “amazing,” Clare says, noting that their team members walked Vega employees through the platform and ensured the channels were up and running. “They don’t simply leave after an account is set up,” she says. Moreover, they respond to inquiries quickly and efficiently.

Conversocial “empowers customer service to elevate the fan experience,” Clare says.

Karen M. Kroll is a business writer based in Minnetonka, Minn.

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