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Featured Story | Written by Ben Nimmo
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Orlo reveals latest new feature – Triggers

Every extra minute a customer waits for a response works against you. If that response is regarding a really important question or complaint, then the problem is magnified ten-fold. Similarly, if an online influencer is using your product or service and tweeting about it

3 Aug - 10 min read

A beautiful balance

A beautiful balance between automated efficiency and meaningful engagement is now the promised land that many who work in social media are striving for – with the most progressive brands now achieving it.

Because of the powerful customer experiences that the best brands now create on social media, we as the consumer now expect an effective, informed response from your team, as quickly as possible, every time.

In the pressurised environment of the contact centre, even the best social media teams can fall into the trap of cutting corners or allowing important messages to go unactioned. This is why we have developed, “Triggers”.

Triggers will allow you to set up a series of powerful, customisable rules on inbound and outbound messages that will drive efficiency by streamlining workflows, build influential online partnerships and ensure nothing is missed.

Below are some examples of the various triggers you can create by combining different rules and actions, allowing you to stay closer to your customers and your customer service team than ever before.

Emergency Trigger words

You can use Triggers to detect specific text within an inbound message, for example; “bad customer service”, “fire” or “food poisoning”. Any messages containing the text that you specify can then be auto-tagged with a tag that you specify, i.e. “complaint”, and then automatically assigned via email, mobile phone alert or a third party system to a colleague, maybe a customer service manager. This guarantees that direct messages of high importance are given the focus and action that they require.

Role-based Triggers

Certain members of your customer service team might specialise in specific types of enquiry, so if you are an airport and an inbound message contains the word “delay”, you can set up a Trigger to that all messages containing this keyword are routed through to an individual or team. This helps to reduce the workload and touches for your frontline operatives by streamlining your internal workflows.

Negative sentiment Trigger

You could also choose to set up a Trigger for inbound messages that have a “negative sentiment” or “positive sentiment”. Again, these can be auto-tagged or auto-assigned to a colleague or department so that they are given the attention they deserve. Your marketing team may want to know about very happy customers for PR stories. Similarly, customer experience leaders will want to understand why customers have had a negative experience and how to prevent this happening again.

Tag-based Triggers

If you receive a message from someone that you have previously tagged as a “VIP” or a “complainer”, Triggers now gives you the ability to set up alerts to a team or individual using email or mobile phone notification.

Influencer Trigger

If you are being tweeted by someone that is very influential on social media – you’re going to want to know about it as soon as possible. This may be an MP, a celebrity or anyone who has a high number of followers, reach and engagement. You can now set the influencer score at the point that you wish to be alerted – helping you make messages go viral, manage important online conversations or give key customers a little extra special attention.

Facebook review Trigger

By using a combination of keyword Triggers, e.g. “rating:” and “negative sentiment”, you can now monitor and manage any reviews that your Facebook business page receives. This will be very powerful for industries such as hospitality, leisure and transport – allowing you to respond to negative comments and understand the reasons for them, correct misinformation or thank vocal advocates of your business.

Outbound Triggers

Triggers can also be set up for outbound messages so that you can stay close to the content being shared by your team or particular individuals. Set up a Trigger when a post is published by a specific individual or team, when it contains certain keywords or if it has an image attached. This will help you ensure everything is on brand or that new team members are using the right tone of voice and terminology.

By building a series of triggers based on the specific needs of your business and your customers, you can identify the perfect level of internal automation. You can make sure that important messages are quickly dealt with by the appropriate person, helping you create powerful customer experiences and meaningful engagement which drives loyalty and advocacy. We can’t wait to see how you apply the power of triggers to your own business – tweet us and let us know.

Ben Nimmo is the Founder and CTO of Orlo. A serial entrepreneur with a history of successful tech start-ups, Ben is passionate about finding new ways for businesses to harness the power of digital technology to deliver world-class marketing and customer service.

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