Social media has become a real force in customer interactions. It’s not surprising considering the amount of time people spend on social media a day – close to 2.5 hours. That gives them an awful lot of time to share their experiences with friends, family, followers, and others.
A big part of that social sharing, when it comes to brand experiences, is negative, though. Over the years, a number of surveys have shown that, while customers share positive experiences, they are more likely to share negative ones. It does deeper than simply sharing, though. Customers have also taken to social media as a way of getting immediate attention from brands to resolve issues – presumably because they haven’t gotten their desired response through other channels, or because they have simply learned to power of social media and understand businesses don’t want negative comments to proliferate.
A Genesys survey last year showed that more than half (52%) of consumers who shared negative service experiences on social media did so with the express intent of getting direct attention from the brand and resolve their issues.
It’s become abundantly clear that social media is part of the customer experience equation. Yet, many businesses manage social media engagement separately from their contact centers, leading to fragmented customer data and disconnected customer journeys – and inherent inefficiencies in resolving customer concerns.
Genesys is looking to help brands bridge that gap with its new Genesys Cloud Social, the latest addition to its Genesys Cloud platform. The new feature, a result of Genesys’ acquisition of Radarr Technologies last year, gives organizations the ability to tap into rich social media insights, enabling them to better understand their customers and engage with them in meaningful ways.
By integrating broad public social media listening, Genesys Cloud goes beyond traditional direct messaging, unlocking a deeper understanding of consumer sentiment. This means organizations can unify customer insights gathered across voice, digital, and social media channels, providing comprehensive context and greater control to orchestrate proactive and personalized end-to-end customer experiences.
Because Genesys Cloud Social embeds native social media listening and sentiment analysis directly within the Genesys Cloud platform, organizations get a new level of visibility into public conversations about their brands, enabling them to interact, resolve issues, and manage their online reputations in real-time.
Genesys Cloud Social captures public social media posts and mentions, consolidating insights from relevant keywords, accounts, and hashtags into a single, unified view. The platform utilizes natural language processing to perform sentiment analysis across nearly 50 languages, classifying posts as positive, negative, or neutral. This allows organizations to maintain a constant pulse on customer sentiment and brand reputation.
“With Genesys Cloud Social, we’re expanding the customer journey beyond traditional engagement points, giving organizations more visibility into how consumers think and feel before they ever reach a contact center,” said Olivier Jouve, chief product officer at Genesys.
That’s not all, though. Perhaps the most important piece is that Genesys Cloud Social is designed to function seamlessly with Genesys Cloud AI to streamline customer interaction management. Genesys Cloud leverages the social media insights as a vital input for Genesys Cloud AI, driving a 360-degree customer view to drive richer, more contextual engagement that serve to increase customer loyalty and brand differentiation. Genesys Cloud AI helps organizations analyze data, automate routine tasks, and summarize interactions, freeing up agents to focus on more complex issues.
Of course, collecting and analyzing customer sentiments is one thing. Responding to it is another. So, when a human touch is required, agents can respond directly through the same unified, intuitive Genesys Cloud interface they already use for voice and other digital interactions, improving agent efficiency and accelerating issue resolution.
“These real-time insights not only enrich customer interactions but also fuel Genesys Cloud AI, further strengthening our ability to help organizations personalize experiences at scale,” added Jouve. “This can be a game-changer for organizations looking to unify engagement, deepen customer relationships and differentiate their brands in an increasingly digital world.”
Genesys Cloud Social for Facebook and X will be generally available globally by the end of the month. Support for Instagram and Open Messaging, which will enable integration with virtually any social channel, even those not natively supported, are expected to be rolled out soon thereafter.
Edited by
Erik Linask
