CA S E STUDY
Results
• Management of all Social
• Integration possibilities
Network processes using a single tool
• Great capacity for volume
offered by a “Cloud” type tool
• Compilation of real-time information on social network conversations
• An end to “cottage-industry”
management, in a variety of channels
style management in social network accounts
STD Multiopción STD incorporates Aspect® Social for integrated management of its customers’ Social Networks
The Organization STD started out in 1991 and currently has a team of more than 400 professionals. Its mission is to meet the needs of its clients in a profitable way, through contact center and BPO services which contribute maximum value in CRM, adapting to the channels preferred by the clients. STD aspires to be a customer relations center, a leader in specialization in the Spanish domestic market for the Insurance and E-commerce sectors, recognized for the quality of its services in the business process outsourcing (BPO) arena. STD considers customer experience to be a priority and strives to surpass customer expectations in each point of contact with the company.
Motivation for Change For some time, STD had been looking into how to respond to the increasing demand for customer service on social networks. “Many companies feel out of their depth when handling the social channels because they think that their image is at stake if the information is
“ The result of implementing Aspect Social has been
transmitted incorrectly. It’s the same situation as the one we had years ago with voice communication, and more recently with e-mail, but we manage both of them effectively from the contact center because we have the protocols, the technology and the right people to do
very positive, as we can
so,” explains Fran Muiños, Social Media Manager at STD-Multiopción.
now integrate the different
STD was faced with a very clear challenge: to find a unified and integrated solution enabling
processes in Social Media in
management of the Social Media channels within a call center. “As far as we are concerned,
a single management tool.” Fran Muiños Cernadas Social Media Manager STD-Multiopción
Social Networks are a channel for communication between companies and their clients, which is why we think the natural location for managing them is the contact center, just like the voice channel, e-mail, SMS or any other message, particularly when we are talking about high volumes of interactions,” explains Muiños. “Obviously there are lots of tools we could use, but for customers with a large number of followers and conversations it is unviable to manage social networks efficiently in a cottage-industry kind of way,” he adds. STD was looking to place a stake on a technology which would give it the greatest amount of information possible in real time about the conversations as well as training of the personnel managing the communities. And it was important to adhere at all times to a Style Guide created specifically for each customer, which set out the whole process to be followed, thereby minimizing the possibilities of communication problems.
The Desired Solution
The Results
To meet this challenge, STD has incorporated Aspect® Social,
The implementation process has been satisfactory, bearing in mind
a cloud-based solution which manages interactions between
that it was the first time and there was much to learn in the process.
organizations and their customers on Facebook, Twitter, blogs and
Muiños describes it as very effective: “They helped us a great deal,
online communities, aligning them with their contact operations with
allowing us to get the area up and running in a record time. From the
the customer. This solution allows companies to go beyond passive
moment the definitive decision was taken in terms of the technology
monitoring of social channels and offer specific responses, by giving
to use, we have managed to work very effectively with our customers
contact center agents the ability to engage customers using contact
in a very short time, thanks to Aspect’s help.” He goes on to say:
center best practices and respond in a timely way on queries or
“We are still learning every day and we hope to continue to do
comments in the social environment; they could even interact with
so and improve with every step. The result is very positive as we
customers in a proactive way to predict certain disturbances, such
now have a single management tool which integrates the different
as power failures or travel delays, for example.
processes existing in social media. We analyze the information, we
Aspect Social offers contact centers the opportunity to identify, prioritize and route automatically social networks related to customer service through the most suitable agent in the contact center, as well
deal with the conversations and publish content, always from the viewpoint of industrialization of the process with defined protocols to ensure quality management.”
as measuring the effectiveness of the response. This also provides
One of the advantages offered by Aspect Social for improving
specific tools and skills to respond to the needs of the contact
management of STD customers’ social networks was to put an end
center’s agents and supervisors.
to the “cottage-industry” style management which can be found in many social network accounts. A perfectly defined scalable process
Why Aspect?
has been created, with sufficient power to manage anything from a
STD drew up a comparison of the solutions available and made its
few conversations a day to millions a month, without losing control
selection based on numerous factors. “It was a far from easy task.
of what is happening at any time. STD knows exactly where they are
We are very demanding because we are aware of the importance
and, as a result, can follow a clear procedure. “The company now has
of the technology in this process,” explains Muíños. “Aspect Social
a wealth of information which is of great interest in terms of business
checked all the boxes in terms of what we were looking for. The most
intelligence; after all, which company is not interested in finding out
attractive feature for us was its ability to manage volumes, its multi-
what its customers think?” explains Muiños.
channel aspect and the integration possibilities. It is a ‘cloud’-type, multi-language tool and it follows a similar model to the processes
Aspect Social has been integrated with the rest of STD’s tools in
we already have in other channels. We have placed our trust in
a very natural way. “We are in a process of change and I think it
Aspect Social because it can effectively manage a high volume of
has been very good for us to give some thought in-house to the
conversations with complete control of what is happening in real
direction the contact center needs to take in terms of its possibilities
time and the future possibilities for integration of channels in a single
of providing services in the social channels; until very recently, they
tool,” he adds. The result of this cooperation “has been very positive
seemed to be outside its scope, when actually the contact center
and the process has been very fluid. We have worked very well
is the natural place for them to be managed”, Muiños says.
together,” Muiños concludes.
STD considers the results obtained since the solution was implemented as being very positive in all aspects. The company has managed to achieve a good score in all the points it proposed and they are more than satisfied with the result.
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