HP getting on the social customer bandwagon
Facebook, Twitter and other social networks have changed consumer behaviour while adding a layer of complexity to the company-customer relationship. Traditional CRM programs and architectures, designed prior to the emergence of social networks, hinder organizations from leveraging these outlets to develop strategies and create a framework for expansion.
The new HP Social Enterprise Services help organizations quickly implement a social CRM program to improve communications and engagement with customers, while also helping them to better understand those customers. By leveraging advanced analytics from HP Labs, the company's central research arm, as well as Vertica and Autonomy, both HP companies, for structured and unstructured data, the service also improves contact center performance and supports clients' top-line growth.
HP Social Enterprise Services incorporate social media channels into existing contact center channels to provide organizations with a holistic view of their customers. By integrating social media strategy, process, information, analytics, technology and high-performance contact center teams, organizations can rapidly deliver new products and services that are aligned with customer requirements, establishing a solid competitive advantage.
"Leading companies, particularly in business-to-consumer industries, have recognized the importance of tapping into customer-to-customer communications and engaging in these social conversations," said Joe Outlaw, principal contact center analyst, Frost & Sullivan. "Drawing on its strong analytics capabilities and deep CRM experience, HP has created a uniquely powerful social CRM service. This service offers companies a full set of tools and methodologies designed for rapid start-up and seamless broadening and deepening of social CRM programs as strategies dictate."
Part of HP Customer Engagement Management, HP Social Enterprise Services provide two service models: HP Agent Services to engage with customers in social media channels and HP Social Media Analysis to mine the social web for information and insights on customers. Key features include:
Listening Service – monitors a client brand or product in social media channels to identify new engagement opportunities.
Analysis Service – leverages various analytics to gain insight into client, competitor and industry trends to refine the company's social media strategy.
Routing Service – directs engagement opportunities to internal stakeholders, such as customer service, marketing, sales and product development for prompt action.
Engagement Service – leverages insights derived from analytics to rapidly respond to customer inquiries and comments in social media channels.
Reporting Service – provides daily snapshots, weekly summaries and monthly reports of insights, analysis and opportunities to measure program success.
When bundled, HP Agent Services and HP Social Media Analysis allow clients to manage customer relationships more effectively by keeping pace with social media and analytical technologies.
"Social media has become a game changer in company-customer interactions, and it needs to be integrated into an organization's contact center," said Danila Meirlaen, vice president, Business Process Outsourcing, HP. "HP Social Enterprise Services take customer relations to a new level with analytic tools that make it easy to engage with customers via social networks, turning those interactions into positive outcomes for both the customer and organization."
Depending on the client's specific needs, the HP Social Enterprise Services framework is designed to leverage other pan-HP tools such as the HP Social Intelligence Solution and proprietary assets from HP Labs.
Pricing and availability HP Social Enterprise Services are now available worldwide. Pricing for HP Agent Services varies depending on client need. Pricing for Social Media Analysis Services is subscription based and depends on the volume of services selected.