SAN JOSE -- Digital Disruption 2013 -- Every once in awhile I delete an email from Klout proclaiming my Klout score went up or that I got a new "moment," but I've realized at Digital Disruption this week that there may be more tangible reasons I should care about my influence online.
Klout scores are becoming one way operators decide which customers are of high value. And, if you're lucky enough to be dubbed a social media influencer, you could get better, quicker customer service.
Amdocs Ltd. (NYSE: DOX) is showing off a proof-of-concept at the show this week that combines its Proactive Care data analytics, announced at Mobile World Congress in February, with social media insights. Yossi Zohar, senior director and head of product marketing for Amdocs' customer management division, said that it goes beyond merely responding to "you suck" type of posts to correlating the online complaint with actual customer records in order to diagnose and respond. (See Amdocs Shows Off at MW13 and Amdocs Ain't What It Used to Be.)
How quickly you get responded to could depend on how valuable a customer you are. That is measured by how much you spend, how frequently you pay on time, and also how much influence, measured by your Klout score, you have online, Zohar said. If you're digitally important, you could even bump another customer in the queue to get a technician out.
"Our vision here is we will look at social media on a micro level and pick up customer 'shouts' and handle them with as much automation as possible," Zohar said.
In Amdocs' trials, it has found that 5 percent of issues its technology predicts can be automated and fixed without the consumer ever being aware and another 7 to 8 percent can be proactively determined to notify the consumer ahead of their complaint. That means operators can avoid around 12 to 13 percent of all contact center calls, saving significant money in the process. (See Amdocs Survey Reveals Customer Care Nuggets.)
Cricket Communications Inc. is doing this kind of media tracking, keeping tabs on social media mentions and correlating with their account details. Chris Demange, senior director of core network engineering at Cricket, said the combination of structured network data with unstructured, theoretical data garnered from social media gives Cricket the complete view of the customer experience. (See MW13: Cricket Plays in Big Data Sandbox.)
Monitoring social media is becoming increasingly necessary for operators, and it's smart to find ways to tie it in with the rest of the reams of customer info they have. I find it amusing that Klout scores may become the barometer by which we're measured, although I'm not sure what's preferred -- LinkedIn endorsements? Number of Twitter followers or friends on Facebook?
Whatever it is, it's good to know your public whining is going to serve a purpose. You never know who's watching.
— Sarah Reedy, Senior Editor, Light Reading