Dominos Brings Social Media Customer Support into the Contact Center

Increasingly, Americans are using social media as a way to communicate with the companies they do business with. No longer content to wait on hold on the telephone, consumers today want – and expect – social media channels to be integrated with the overall customer experience. Many companies, however, still treat their social media as one-way “window dressing,” either not responding to social media inquiries or replying with blanket auto replies that advise the customer to call a toll-free number. Part of the problem is that many companies still lack integration of their social media presence into the main call center platform.

Giant pizza chain Dominos recently took steps to improve the integration between social media and the call center. The company recently announced that it has partnered with Emplifi, a unified customer experience platform, to better engage with customers on social media and increase call center efficiency. Dominos will use Emplifi Social Engage as its social media management tool. The tool automatically searches for hundreds of keywords on Twitter (News - Alert) and monitors Domino's Facebook page to identify posts requiring attention, which make up an average of three percent of total volume. Call center agents will no longer need to dig through the other 97 percent, allowing them to prioritize the calls to action that originate from social media.

To accomplish this, Dominos says it plans to replace its traditional email form with Dot, the Domino's customer support bot built on the Emplifi bot platform.

"To achieve the personal connections and interactions with our audience, we needed a top social media management and CX tool from a brand that understood our commitment to our customers. We partnered with Emplifi to achieve better results while keeping empathy and customer care at the core of everything we do," said Carley Dunlap, team leader, social media and Q&A customer support at Domino's, in a statement. "We were drawn to Emplifi's social media monitoring capabilities that enable our contact center to respond to social media posts and manage crises in real-time. We often receive shout outs from high-profile accounts and celebrities, and we needed a solution to manage a rapid response and turn customers into raving fans. Emplifi helps us do just that."

Edited by Luke Bellos