On November 14, 2017

Managing the expectations of the clients answers through Social Media


We live in times of immediacy, the digital users have high expectations about obtaining quick feedbacks, without deriving the channel and above all being decisive.

Within the digital environment there are multiple scenarios where the users demands the so-called immediacy.

  • Online form
  • E-mail chain
  • App reviews/ comments
  • Instant Messaging (Whatsapp, FB Messenger, Telegram, Line, Hangouts…)
  • Social Media


There are two key factors which have encouraged to grow the expectations of immediate response on the part of the users, the first one is the irruption of the Bidirectional Digital Communication Channels and the second one is the consolidations of the mobile devices (Mobile & Tablet) as a main dispositive to access to the internet from October 2016, overcoming the Desktop.

The mains volumes of questions and conversations, are generated within bidirectional channels (Social Media & Instant Messaging), because in a lot of cases the users identifies them as the Customer Service channel. It’s in these very areas where they are developing the main efforts to facilitate the companies the management of this immediacy. And even more if we consider the social networks like Facebook that includes a remarkable KPI when it shows the “Speed or slowness of the answer” of the companies.

Until now, the main solutions were based in the use of Active systems of listening for developing the detection and subsequently the human structure of back office who was in charge of giving responses according to the typology of the questions, which in determined cases require elevated times of management.

Actually, one of the most common solutions that a lot of companies are choosing for giving facilities to the management of this instant communications are the implementations of this so-called Chatbots. Within the Chatbots world exist two main typologies:

  • The systems based on pre-defined communicative rules where the users can select between different options which are proposed, according to their questions, with the objective of determine the automatized responses or a later management on the part of a human being. In the case of those companies which a high volume of consultations, its main function is to qualify them for improving the human management.


  • The systems based on the artificial intelligence, which takes advantage of the historical that the companies provides in the already established call centers for developing a “brain” capable to give clear responses and learn from it, providing feedback to the system.


In both cases, it’s also being used the active listening with the objective of detecting the generic insights, the sectorial insights, and similar products…and it’s considered that potentially them can be used in conversation with a managed brand, for what it could be pre-defined as different degrees of response.

  • By Iván Garcia  0 Comments   


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