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Social listening and intelligent workflow
I've been discussing the notion of intelligent workflow with prospects in recent weeks. Companies already have the ability to drive workflow based on business rules; but those rules focus on structured data. What if workflow could be driven by the insight from both structured data and text? The intelligence in our workflows would be greatly enhanced.
Let’s take that a step further. In a recent Blog post, Andrew Davis, Chief Strategy Officer for TippingPoint Labs shows a multi-channel support program that listens to various channels, including social channels. I like what I see in his diagram and have two comments based on my recent discussions. First, social listening, if it is to be effective, must be automated. Text analytics plays a key role here. Second, insight alone is meaningless without action - driving workflow based on insight initiates action. I think the visual that Mr. Davis uses does a great job of showing a practical application of this thinking.
Scenario: someone makes a comment on a company’s FaceBook page and expects a response. The company is not proactively monitoring the page and the commenter is left to wonder why no one reached out. Negative sentiment, which can be expressed for the world to see, follows. What if an automated analytics process was actively monitoring various social channels? What if based on available insight, support requests were routed to the appropriate support team? Action would follow. This is a great description of the term “Actionable Insight”.
If you’d like to see the diagram and related Blog post, follow this link. Andrew Davis Post
Good idea. I wonder if this approach is being used for handling customer support sites.
Shail - I'm hearing more from companies about integrating insight from FaceBook and Twitter with insight from support sites and call centers. It starts with simple alerts, but the true value comes when you've automated the workflow.
Thanks for commenting.
Frank,
Thanks so much for writing this post and including the reference to my graphic.
Your dead on. A well thought-out complete solution based on actionable insight and defined solutions leads to a much more compelling customer experience.
By the way, love the term and the concept described as Actionable Insight!
Thanks again,
Drew
My pleasure. Your diagram is the first I've seen that clearly articulates what I've been thinking. Thanks for sharing.
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