Solution · Customer Service & Engagement

The conversation about you is taking place, whether or not you are part of it

Most of what customers say about an organisation is said in channels that the organisation does not control. This solution brings that conversation into view and makes the response part of the service operation rather than a marketing task.

Explore this solutionExplore CX solutions
Social & Digital EngagementTalk to X-Shift

Overview

Public conversation, handled as service work

The purpose of listening is that action follows.

X-Shift embeds monitoring within the service operation rather than alongside it. Public conversation in Arabic and English is monitored. A complaint that warrants a reply becomes a case, with an owner and a service standard. The reply is drafted, approved where the topic requires it, and published within an agreed turnaround. Sentiment and emerging themes are tracked so that an issue can be recognised while it is still a handful of posts, and the insight from public channels is fed back into the same experience picture as solicited feedback. The design question is not which tool monitors the internet, but who is accountable when it identifies something.

Key features

Key features

01

Listening

Monitoring of relevant public conversation across social and digital channels, in both Arabic and English.

and 4 more below

Social & Digital EngagementIllustrative
FEATURE Listening Connected Brand monitoring Sentiment Trends Telephony CRM Data warehouse Last sync a few minutes ago All healthy Status illustrative

Digital care

Public service complaints managed as cases with ownership, SLA and closure, consistent with any other channel.

Response management

Response workflow, with approval where required, tone guidance and consistent turnaround standards.

Social engagement

Proactive participation in relevant conversation, governed by defined engagement rules.

Customer insights

Unsolicited feedback from public channels incorporated into the wider experience insight picture.

The monitoring layer is selected from the market against your requirement, and Arabic coverage (dialect, transliteration and the platforms that matter locally) is usually the deciding factor. X-Shift is responsible for where the complaint is routed next: a case in X.Orbit with an owner, a service standard and a closure that can be evidenced.

The challenge

An issue is public before it is a ticket

Social channels are where service failures escalate into reputational events.

The gap is rarely awareness; someone in the organisation usually sees the post. The gap is that seeing it and being able to act on it sit in different teams, with different systems and different definitions of a resolved issue. By the time a complaint raised publicly reaches the service operation, it has usually been amplified.

Brand conversation monitored by marketing, while service issues are owned by operations

Public complaints managed as communications rather than as cases

Emerging issues identified after they have gained traction

No link between a social complaint and the customer record

Response quality and time not measured against service standards

Insight from public conversation that never reaches the teams able to act

Outcomes

What changes for the organisation

The change is organisational as much as technical: public complaints cease to be a communications problem and become a service issue with a defined owner.

01

Public issues, owned by service

Public service issues handled by the people able to resolve them

02

Identified at an early stage

Emerging problems identified at an early stage

03

One standard, every channel

Response time and quality measured against the same standard as other channels

04

Connected to the customer record

Public complaints connected to the customer record where identifiable

05

Feedback that counts

Unsolicited feedback contributing to experience insight

06

A defensible record

A defensible record of how public issues were handled

Use cases

Issues that surfaced publicly first

In each case, the organisation saw the post. What it lacked was a route from the post to the person able to resolve it.

01

Portal failure discussed publicly before it was reported with X.Orbit

Situation

A national service portal fails on a submission deadline, and complaints appear publicly in Arabic for two hours before the first ticket is raised internally.

What happens
  1. Identify the customer
  2. Create and classify the case
  3. Apply SLA and owner
  4. Resolve and close
Outcome

Unusual movement on the topic triggers an alert, and the service owner is informed of the failure by monitoring rather than by the press.

Commonly applied in Government and across other sectors

02

Network complaints identified by area with X.Orbit

Situation

Subscribers in one district post about dropped calls for several days, identifying the area precisely, while the network team continues to treat the reports as isolated.

What happens
  1. Identify the customer
  2. Create and classify the case
  3. Apply SLA and owner
  4. Resolve and close
Outcome

The clustered posts are consolidated into a single themed case and routed to network operations, with the area evidence attached.

Commonly applied in Telecommunications and across other sectors

03

Answered publicly but not resolved with X.Orbit

Situation

A shopper posts about a faulty delivery, and the social team replies within minutes asking for a direct message, after which nothing happens for eight days.

What happens
  1. Identify the customer
  2. Create and classify the case
  3. Apply SLA and owner
  4. Resolve and close
Outcome

The reply opens a case with an owner and a service standard, so that answering and resolving become a single piece of work.

Commonly applied in Retail and across other sectors

More ways to apply it

Fee changes debated publicly with X.Orbit

The misreading is identified as an emerging theme, and an approved clarification is published within a defined turnaround.

Banking

Restoration questions arriving on social with X.Orbit

Public responses draw on the same incident record as the contact centre, so the two channels no longer provide different restoration times.

Utilities

Admission results discussed openly with X.Orbit

Themes are separated from noise overnight, so the admissions office begins the day with a ranked list rather than an unfiltered feed.

Education
Explore by industry

These are illustrative applications, not client engagements. What matters most is which of these your organisation already has a defined owner for.

Common questions

What buyers ask before committing

Next

Where to go next

See a week of your own conversation

A listening sample across your properties and the wider public conversation, categorised into service cases, reputational matters and noise, with the volume of each.

Applicable where public complaints are suspected to be answered but not resolved.

Request a listening sample

Set the response standard first

CX Measurement & Performance defines what a public response must achieve and by when, so that digital care is held to the same standard as the contact centre rather than to whatever the team can manage.

Applicable where there is no defined standard for how quickly a public complaint should be answered.

CX Measurement & Performance

Where the underlying gap is ownership rather than visibility, the advisory route comes first, and we will state so.

Where this sits

Related

Deployed asVoice of Customer & Experience ManagementSolicited feedback alongside public signal.
Deployed asOmnichannel Customer ServiceSocial handled as a service channel.
Deployed asCustomer Service & Case ManagementPublic complaints as managed cases.
Applied inRetailWhere public conversation moves fastest.

Also relevantCX Measurement & PerformanceManaged Customer & Digital Operations

Is this the capability you require?

Describe what is not working today, and we will advise whether this is the right answer, a smaller piece of work, or an entirely different problem.

Start a conversation