Autoglass staff is responding to people's complaints or queries directly through social media by using Radian6 from Salesforce.com (News - Alert).
The company is using Radian6 from Salesforce.com to find out what people are saying about its brands on social media sites, according to Cliff Saran from computerweekly.com.
Belron, the parent company of Autoglass, aims to improve customer engagement in 2011 and is thus monitoring threads of conversations looking for negative and positive customer feedback.
According to Naz Latif, group social media manager, consumers do not want to engage with the company through social media. However, monitoring and interacting on social media sites has helped Autoglass to improve public perception of the company.
“We see social media as an integrated marketing plan for our business,” said Latif. “We are now running an integrated TV and Facebook (News - Alert) campaign. The public are encouraged to go to the Autoglass Facebook page and upload a video using Autoglass's Facebook app. The winning entry will be offered a chance to star in the company's next TV advert."
Thanks to Radian6 from Salesforce.com, Belron is able to scrap the web, and visit as many sites as possible to find negative and positive sentiment of its customers.
The solution presents users with a dashboard, which enables them to find out exactly what people are saying or thinking about Autoglass.
This is Autoglass very first year for customer engagement using social media.
"We did not set hard metrics. We wanted staff to use Radian (News - Alert) 6 as part their daily role. Next year we are looking to work on KPIs to standardise social media metrics across all our businesses," said Latif. "People are happy to see we are listening on social media. They are tweeting and writing on their blogs saying 'it's great Autoglass is trying to help'."
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Anuradha Shukla is a contributing editor for TMCnet. To read more of her articles, please visit her columnist page.Edited by Juliana Kenny