Comment: “RightNow, Salesforce Offer Services To Track Customer Complaints On Twitter, YouTube”

Comment on this article by Mary Hayes Weier on InformationWeek’s Cloud Computing blogs, found via @D_Hong on Twitter.

Now this, ladies and gentlemen, is a step in the right direction for the enterprise adoption of social media. Web 2.0 companies like RightNow and Salesforce that are already experts in cloud-based computing and CRM have found a way to use social media to enhance their existing offerings in a way that is both meaningful and quantifiable for companies. I have not seen a demonstration of this technology yet, but the article mentions that several of the oft-referenced Twitter-darlings, like Comcast and Dell are already using the technology. From the article:

Here’s how it works: You set RightNow Cloud Monitor to search for key words, in 33 languages, in Twitter and YouTube, such as, “XYZ Corp.,” “phone,” “junk,” “crap,” “mad,” “angry,” and the ever-popular “sucks.” After retrieving the tweets or videos, an XYZ customer agent can respond to the individual or create an incident report and put it into the RightNow workflow (RightNow, by the way, is offered in the software-as-a-service model.) Then a statistically based natural-language processing system applies a scale for how positive or negative the emotion is in each incident, which lets XYZ rank the priority in which it deals with each incident.

RightNow is planning future support for Facebook and LinkedIn, and is looking at how it can apply the service even more broadly, such as chat rooms. RightNow CEO Greg Gianforte tells me that some customers have been using the product for nine months, and it’s ready for use by the company’s full customer base.

Meanwhile, Salesforce.com will offer a similar application for its CRM service this summer that monitors Twitter. Comcast, Cable, Dell, and European telecom company Orange are among the customers that have signed up for it.

The integration of Twitter in a meaningful way with Salesforce.com is of particular interest to me, because the computer telephony integration (CTI) products for Cisco’s Unified Contact Center Enterprise (UCCE) have a Salesforce.com CRM connector. This means that when Salesforce begins offering the service later this summer, existing contact centers running UCCE can begin to leverage Twitter (and hopefully other social media) without having to develop their Twitter strategy from scratch. They can simply manage and track the Twitter cloud as an extension of the Salesforce CRM product. The extent to which the Twitter integration is able to be leveraged by customer service agents using the CRM connector and how it will impact contact center reporting is my first and most pressing question.

This is a HUGE first step, and I look forward to learning more about the offerings from both RightNow and Salesforce.

One additional comment on this passage from the article:

So let’s get back to the aforementioned creepy aspect of all this. If a company contacted me on Twitter following a post, I think, initially, I might be taken back a bit. But really, this is in no way a violation of privacy. When you tweet, you’re tweeting to anyone and everyone. That’s the nature of Twitter. There is no privacy there. Same with YouTube. You don’t get to choose who responds to what you have to tell the world.

I find this particularly interesting because it so directly contradicts the expectations and disappointment expressed by Catherine Ventura from The Huffington Post, in an article that I commented on recently. On one hand we have a blogger for The Huffington Post getting, well, huffy about not getting a response to her Twitter post about a “horror story” with AT&T. On the other hand we have a blogger from InformationWeek discussing how scary it would be to have her Tweets tracked and analyzed by large corporations with whom she does business - but ultimately she admits that the prospect seems inevitable if you use a social media service.

Two very different views of the same subject. I think it illustrates an even larger challenge that is yet to come for enterprises hoping to leverage social media. How much is “too much”when it comes to monitoring and tracking your clients and customers?

I am a Sr. Principal at eLoyalty (a Cisco Partner). The postings on this site are my own and do not necessarily represent eLoyalty’s positions, strategies or opinions.