Large firms to benefit from Sentiment Metrics’ new social CRM tool that enables contact centre operatives to measure, analyse, understand and react to what is said about their brand online

Farnborough, 05 May 2011: Sentiment Metrics today announced the launch of an innovative new social media desktop application for enterprise organisations. PRISM, (Personal Relation Interactions for Social Media), has been specifically designed for use by operatives following a successful trial with GoResponse Ltd, a 50 seat contact centre that provides a range of outsourced 24/7 call centre services to many UK brands. 

Using PRISM enables enterprise-grade real-time working, giving teams an organised workflow process for classifying and engaging with social media mentions. For example, if five people are viewing the same reference, one can deal with it and the other four will know that it has been dealt with and logged, ensuring that work is handled properly and not duplicated.

The PRISM social CRM (SCRM) tool has an open API that allows it to integrate social media and social networking platforms such as Twitter, Facebook, LinkedIn and YouTube into any customer relationship management platform. It is based on top of Sentiment Metrics existing social media monitoring and measurement platform, utilising its powerful functionality to actively help maintain brand reputation and integrity.

“We believe that the SCRM-integrated PRISM reporting dashboard will better enable firms to get a high-level of reporting, not just evaluating what the agents have done - but also showing what is happening in social media and sentiment trends,” said Sentiment Metrics managing director, Leon Chaddock. “Firms have the option and the tools to classify the social media mention, use it for research purposes, or engage with it.”

Chaddock believes that, as more people choose to communicate on social media platforms, not engaging with customers on the same medium could be potentially damaging in the long term. “Social media engagement is becoming increasingly more important, particularly for big brands,” he says.

“Just because, traditionally, customers might have phoned with a complaint or with feedback, it doesn’t mean they will want to forever. If they level negative feedback on Twitter, for instance, and you respond to them on that channel, they are much more likely to engage with you - because that’s where they chose to engage. Firms who choose to ignore this shift risk being outdone by their competitors.”

Facts

Based in Sittingbourne, Kent, GoResponse Ltd offers 24/7 call centre and telephone answering services, including sales order lines, customer service lines and emergency response services for clients in a range of industry sectors

The Word of Mouth Marketing Association (Womma) said recently that it believes there are ‘universal benefits’ to adopting real-time communications at the heart of companies’ customer service operations