Four Reasons Your Social Customer Care Belongs in the Contact Center

I have had the great opportunity for much of the last 4 years to speak with CMOs and social media Managers of companies across the globe about their social customer service needs and strategies. During this time I have also seen how social media has gone through many changes.

  • Facebook added business pages and not just profiles
  • Twitter accounts specifically for customer support
  • Video is embedded everywhere: from YouTube, Vimeo to Vine; and is also aimed at helping customers to answer their questions

While companies have been focused primarily on engaging their followers with creative content, enticing them to consume more of their products and services, many have also learned that servicing customers on social media is desirable, and sometimes mandatory, as well as efficient. In many organizations the resources responsible for creating content are challenged by the quantity and breadth of the customer questions. This post highlights 4 reasons why you should take a closer look at your social customer care strategy and determine whether your contact center is the better place to handle it.

Servicing the customer is the bread and butter of the contact center, so why aren’t more contact centers handling social media?

You likely know well what your contact center excels at today. Very likely the following reasons will look obvious as they represent the advantages a contact center typically offers. It is not always that easy. Almost every session I have held with our customers has the employees (of the same company) introducing themselves to each other since they come from different areas of the business, often having never met and came to the meeting having received a “social media discussion” meeting request. Any social customer service discussion requires representatives from the contact center, IT as well as marketing. Without early partnering the chances of a successful approach is limited. Take the following points into your business to help drive your social customer care conversation.


Forecasting social media, the number of incoming tweets, posts or comments, is tricky. This is a popular question I get from seasoned scheduling gurus and the answer is not yet science. Unlike the telephone or email channels, social media sees many more customers (and non-customers) take to Twitter or a company’s Facebook page to comment on something they saw in the news or experienced during the day. This can mean that what a company sees during a ‘typical day’ of 80-300 incoming tweets might change to 4000 the next. (Yes, these are true numbers reported.) Your contact center, its queuing technologies and algorithms were designed just for this. Agent pools are designed to adapt to changing conditions. Just employ what you have and understand how to best care for this challenging arena.


Consistent processes determine the success of any contact center operation. Today, most social media Managers use a collection of tools during any given day. These can be free and simple or premium versions with more capabilities. Their managing of social media engagement is only part of their workload. Their response to customers’ queries is more organic and grows though their own experience. The results are ad-hoc and hard to scale much less improve upon. Contact centers continually analyze and improve their processes. Contact centers have the fundamental tools to take social media into their processes and build consistent customer experiences.


There is a saying I learned when I first came into designing contact centers: “if you can’t measure it, don’t build it”. The number of likes, shares or click-thru’ s, while important for brand recognition and marketing program success, doesn’t say much about how easy it is for a customer to do business with you. Contact centers have taken this on as a key set of metrics including NPS (Net Promoter Score), FCR (First Contact Resolution), Customer Effort. They measure not the macro level metadata but every interaction and this allows you to constantly improve your processes as well as your customer’s experiences. Applying the same level of analysis to social customer care as you do to other interaction channels will allow you to improve the overall perception of your company.


Social media is a public conversation. We have all seen the news. A meaningful social media Manager posts the wrong comment at the wrong time. It happens. You might be missing the right systems to prevent the wrong message from going public. Integrating social media with your contact center will not give you 100% protection. It does bring features that allow auditing of the events and may uncover others which don’t make the news, though equally effect your customers’ satisfaction. By bringing social media interactions into the contact center, every interaction can be recorded, monitored and reviewed. This is your insurance policy. This is where most other social media tools fall short. Auditing social media exchanges as you do other interactions provide lessons, insights and puts you in control, allowing your business to participate in the public conversation with confidence.

Taking control of your company’s social customer care efforts will enable you to overtake your competition, reduce costs and increase customer satisfaction with a minimal effort. Engaging the different players across your organization early and with the proper preparation will guarantee your success. Take these points into your social engagement conversations and apply what you already know well to make the most of your efforts.

Not sure where to begin? Let Avaya help you bring social media into your business. Leverage our experienced consultants, create and improve your social media engagement strategy. Join our Avaya Get Smart Webinar, Avaya Social Media Solutions – Consumer Behaviors, on Tuesday November 11 at 12noon ET. This webinar will focus on best practices for tracking social media engagements, contact center integration options, and more! Learn about Avaya Social Media Services and product offers.

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IP Office Leads the Way: How Doubling Down in One Product Area Can Drive Best Practices

Just over a month ago, we released the latest version of Avaya IP Office, one of the most popular SMB/MM UC systems on the market today. Over the past year, we’ve doubled the number of partners who are offering IP Office as a cloud deployment and have now shipped more than half a million systems globally—but this kind of success didn’t come overnight.

We’ve evolved Avaya IP Office a long way over the years, growing the product from something geared towards the SMB space (typically 100 users and below) to something that can scale all the way up to the midmarket, serving up to 3,000 users. Adding this scale to the product was extremely important because as our customers and partners grow, we can now grow right along with them. It also opens up the potential market served by the product.

Evolving with Our Customers and Partners

At Avaya, we have two groups of people to keep happy—our end users and our channel partners—and both want to make long-term investments in a communications solution and trusted business partner. That’s why, instead of concentrating on multiple product lines, we’re focused on continually enhancing Avaya IP Office with new features and capabilities, such as the new release 10, which adds a number benefits for businesses in terms of security, resiliency and end-user experience.

Our partners are happy with this approach because their salespeople now only need to know one single product, making it easier to sell, manage and configure the technology for a wide range of businesses (anywhere from a 10-person to 3,000-person company). And our customers are thrilled because as they expand and evolve, they have a flexible, scalable communications solution that can still meet their every need.

Businesses can even expand the solution into a simple and robust multi-channel call center. With IP Office Contact Center or Avaya Contact Center Select, companies can integrate voice, e-mail, and web chat channels, and proactively manage the entire customer interaction lifecycle. They can start at their own pace with one channel such as voice, for example, and add other channels such as e-mail as business objectives evolve. In June, Avaya also announced a highly affordable, simple-to-deploy workforce optimization solution that enables a wide range of insights into the customer experience, allowing midsize businesses to create the most value through every customer interaction.

Providing Investment Protection

While many businesses are aware of cloud, not everyone wants it right now. Because Avaya IP Office is offered as a cloud, hybrid cloud, or premises based deployment, businesses can move to the cloud at a more measured pace—adding new features and capabilities from the cloud as they become available or needed, and leveraging the investment they have in a premises deployment.

For instance, a business could start with an IP Office solution today on premises, and then migrate to cloud or hybrid cloud in a year or even five years from now—and all the features and training they’ve given to employees will stay exactly the same because the end-user experience will be the same.

Providing further investment protection, Avaya even allows customers running on old Nortel technology to seamlessly move their user licenses to IP Office at minimal cost.

A Relentless Focus on Quality

Doubling down in one product area has also allowed Avaya to put a premium on quality. Today, Avaya’s Net Promoter Score (NPS)—a measure of the willingness of a customer to recommend a company’s products or services to others—hovers around 58, which is considered excellent in almost any industry. The Net Promoter Score for IP Office has been over 70 for the last several quarters.

This sky-high NPS is all the more impressive when you consider Avaya IP Office is for small 10-user customers and larger 3,000-user customers. This ability to meet high- and low-end needs is pretty unique in the industry, and is only achievable because of the company’s relentless focus on quality and features.

Always striving to understand the needs of our customers, we’re constantly adding new enhancements to IP Office. Leveraging much of the knowledge and experience we learned at the enterprise-level with Avaya Aura, we continue to add usability and resiliency to IP Office. In fact, the latest version of the platform features built-in signaling and media encryption for endpoints and UC clients, helping preserve privacy and data integrity. This increase in security is especially significant to the midmarket, where the number of attacks reported by midsize companies increased 64% between 2013 and 2014, according to the 2015 global survey report.

Beyond other pure cloud deployments, the latest version of IP Office also takes a unique approach to resilience, providing system failover cloud to cloud, cloud to premises, premises to cloud, and premises to premises, keeping your system active and users connected through any outage.

Moving forward, we’ll continue to add enhancements to Avaya IP Office, relentlessly driving quality and features for our growing list of customers and partners.

Heads in the Cloud: Digital Natives and Unified Communications

Millennial—a four-syllable word that may as well be a four-letter one. Millennials are polarizing, and everyone seems to have an opinion about Gen Y, especially when it comes to the workplace.

For many 20- and 30-somethings in the workforce, an unfortunate reality is a stigma around their generation—a disdain for their unwillingness to cope with the status quo of conventional workplace policies. But with that comes the realization that the guard has changed, and they now make up a majority of the workforce, driving the future of their chosen industries.

Young workers are driving a paradigm shift in the working world, putting a greater emphasis on work-life balance and striving for career advancement, with an unprecedented willingness to jump ship from a current position to find something that better suits their needs and goals. Companies need to be able to court and retain the best of the digital native generation, making adjustments to suit the employees of the future.

As a proud member of Gen Y, I can say that the technology and services available in the workplace are some of the most important factors to me, and I’m not alone. I’m part of a contingent of employees that have more than just our heads in the cloud and having access to our work anywhere and everywhere is vital. In a survey conducted by, 84% of Gen Y-ers polled said they would prefer to work remotely full time. While that may not be realistic in every situation, there’s no doubt that the workplace is becoming more mobile, and productivity is not limited to a desk in an office building. Cloud-enabled unified communications and collaboration tools are the new wave, and something that Avaya excels at.

It’s for this reason that I’m happy—even proud—to work for Avaya. They see the way technology in the workplace is moving, and continue to make it easier for companies to go through digital transformations, moving smoothly into the future. And I, like many Avayans, can speak to the quality of our products and solutions first hand.

I use Avaya solutions just about every day of my life to collaborate and get my work done, from wherever and whenever I need to. I’m still amazed at how fluidly and effortlessly I can communicate with colleagues from around the world, from any device. While it’s nice to disconnect from the working world temporarily, it’s also immensely comforting to know that through Avaya technology, I can be face to face with anyone I need to talk to in a matter of minutes.

Effective communication is important in our mobile world. My generation of digital natives comes predisposed to being connected with one another effortlessly and near constantly. Having the right unified communications technology in place to facilitate fully formed and engaging collaboration experiences is vital, and something that Avaya can do for a business of any size in any industry.

This generation of employees does not want work to be easy; rather we want it to be easier to get work done. Having technology in place that allows people to maintain flexibility in their lives while still producing quality work is a necessary step for any business that wants to retain young talent and maximize results.

Avaya and IAUG: Coming Together for a Better User Group Experience

Marilyn ShuckMarilyn Shuck serves as a Director on the IAUG Board, president of the Puget Sound Avaya Users Group, and as a UC Engineer at the University of Washington.



The combination of the Avaya Technology Forum (ATF) and the International Avaya Users Group (IAUG) flagship event, Avaya ENGAGE, is generating a lot of buzz. As IAUG members, it’s exciting for us because we’ll be there as Avaya is announcing new products and have better access to Avaya. We’re also looking forward to bringing in more technical expertise, session choice, and potential new members to IAUG.

In the past, ATF was held in February or March, and Avaya ENGAGE was in June. By the time we assembled for Avaya ENGAGE, new product lines would have been out for several months. Now, we’ll get to hear the latest announcements. Since we’re partnering with Avaya, we’ll have much more access to them, getting our questions answered, getting trained, and seeing the new products in action.

We’re also able to offer so many more sessions, some with more technical expertise. ATF has historically been a technical conference, and our IAUG attendees will have a choice of breakout sessions that will add a new dimension to the education they’ll already be receiving.

It also makes sense to hold both of these events under one umbrella. There’s some overlap between ATF attendees and Avaya ENGAGE attendees, and in organizations where travel budgets are tight or where the same person is a technical support specialist and a user, you no longer have to choose which event to attend.

Additionally, we’re excited about the possibility of introducing new members to IAUG. Some ATF attendees may not have known about our existence, but now not only will they have the chance to learn more about us but they can network with us. We can continue to share learning opportunities and even bring a whole new quality of technical users to IAUG.

Make no mistake, the foundation of the event has not changed. This is still planned with the Avaya customer in mind. However, it signals our deepening relationship by aligning all customer events.

This is going to be one of those cases where what happens in Las Vegas won’t stay in Vegas. Avaya and IAUG are aligning, and it’s going to provide valuable education and opportunities for customers, IAUG members, partners, and Avaya. The benefits of attending will resonate throughout your organization, so plan to join us in February to learn, network, and return full of ways to make the most of your Avaya implementations. You can learn more at