How to improve customer engagement on Twitter

By SMBWorld Asia Editors | Nov 15, 2010

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SAS has announced that SAS Conversation Center will be available in January 2011 to help companies put their best foot forward when engaging with customers via Twitter.

According to the company, companies are deluged with data from Twitter that relates to their brand. When a single tweet can influence the perception of thousands organizations need a smart solution that can identify, prioritize and route tweets rapidly to the correct responder.

SAS Conversation Center aims to help companies capture Tweets in real-time and identifies those that are significant to the company, brand or product based on sentiment and the influence of the Tweeter. Tweets can then be routed to customer facing personnel to respond.

"SAS Conversation Center helps organizations separate real issues from the noise inherent in social networks," said John Bastone, Global Product Marketing Manager for Customer Intelligence at SAS. "Eliminating ad hoc support for Twitter translates into more effective customer communications. Responses will be more timely and targeted. Costs will decrease as the process becomes more efficient and brand image can be managed more effectively."

SAS Conversation Center analyzes the level of influence that a Tweeter has by measuring such factors as the volume of content created by the user and how often the user is included in a conversation with others. Tweets are then categorized against a company-specific taxonomy of topics to determine which area of the business the tweet is best aligned with, such as customer service, public relations or quality assurance. Sentiment analysis determines negative or positive opinion relative to topics important to that company. Topics can include products, service areas that make up its customer experience, or components linked to overall corporate reputation – as well as the detailed features and characteristics associated with products, service and reputation. Tweets are then prioritized to help the reviewer quickly understand the scale, relevance and tone of a tweet at a glance.

SAS Conversation Center is a new module to complement SAS Social Media Analytics which was released in April 2010. Both are tightly integrated with the award winning SAS Marketing Automation architecture, with all information, both specific to inbound and outbound messages, tracking with a common customer contact history database. This enables companies to develop a multi-channel view of the customer, which is critical to ensuring consistent customer experience.