Hewlett-Packard Co. said last week that it is offering new social customer relationship management (CRM) services by leveraging social media to help organizations better understand their customers through improved communications and engagement.
The vendor said that its new Social Enterprise Services, which are part of HP’s Customer Engagement Management services, extend traditional CRM programs and architectures, most of which were designed prior to social networks such as Facebook and Twitter. HP said that its Social Enterprise Services enable organizations to gather information from social media channels, analyze the data, route information to the proper units, respond quickly and learn from timely reports.
HP’s Social Enterprise Services comes in two flavors--Agent Services to engage customers with social media channels; and, Social Media Analysis to extract useful information and insights on customers from the social web.
Features include a Listening Service to monitor a client’s brand or products in social media channel to find new markets; an Analysis Service, which uses analytics to gain insights into sales and industry trends; a Routing Service to direct potential engagements to customer service, marketing, sales and product development for quick action; an Engagement Service, which leverages analytics-based insights to respond to customer input on social media channels; and, a Reporting Service to provide daily, weekly and monthly reports to measure program success.
“HP Social Enterprise Services take customer relations to a new level with analytic tools that make it easy to engage with customers via social networks, turning those interactions into positive outcomes for both the customer and organization,” said Danila Meirlaen, HP vice president, Business Process Outsourcing.
HP said that the social media services are available now worldwide. Pricing is subscription-based for the Social Media Analysis Services depending on the volume of services while pricing for the Agent Services varies on client need, the vendor said.
Joe Outlaw, Frost & Sullivan Inc. principal contact center analyst, praised HP’s social media services.
“This service offers companies a full set of tools and methodologies designed for rapid start-up and seamless broadening and deepening of social CRM programs as strategies dictate,” he said.