Cisco introduced on Thursday a social media analytics tool called SocialMiner aimed at helping customer relations managers respond intelligently to what consumers do on social networks.
SocialMiner provides a dashboard that integrates with several social networks and Cisco's Finesse social customer care BI software.
In a press conference held through its Telepresence system, Cisco had Zone Labs CEO Petter Etholm describe how he used SocialMiner and his success. Much of what he said was repeated from a blog post Cisco posted Wednesday
Etholm emphasized that Zone Labs did a lot of study before proceeding, learning what Twitter or Facebook posts it should respond to, and what standard responses should be tried. It also enlisted in-house experts, including founder Barry Sears, to create an escalation system for social customer engagement. About one-third of the company's employees are engaged in customer service, he said.
Using the tool, customer service agents can monitor what is being said about them online and respond proactively. Respond to concerns about user privacy, Cisco executives noted that agents only respond to public posts, and Etholm said young consumers have developed a detailed netiquette in using social networks that companies must follow in order to succeed.
Cisco product manager Ruchi Gupta demonstrated the tool, working through a scenario with Marsal Gavalda of Nexidia, a Cisco partner working on speech analytics. Nexidia does real time speech analytics, so as a phone conversation progresses, they analyze it, which tips off business rules in Cisco Finesse.