This year, with over 130,000 people registered for Dreamforce, the social engagement team had estimated receiving about 200,000 social interactions between Monday and Thursday. As fantastic as this number was, there was still a sporadic mix of sentiment in social interactions from attendees. From Instagram photos of Huey Lewis to tweets wondering where Moscone West was, the social engagement team was bent on engaging and assisting as many people as possible. 

In order to not allow an interaction to fall through the cracks, a system was needed to serve the masses.

Consistently serving the masses

Customers expect a consistent experience from a company no matter the sentiment of their interaction. Whether they have a question, complaint or form of praise, customers want to have a 1:1 relationship with a company. 

The customer experience is a measure of how your customers perceive their interactions with your company. It’s not the measure of a single interaction, but a measure of the sum of all experiences a customer has with a company over the duration of their relationship. 

How does Marketing Cloud's Social Media Command Center serve Dreamforce attendees?

Proactive Social Engagement. The Social Media Command Center was the broad, social voice of Dreamforce. Using the power of Radian6, the center pulled in hundreds of thousands of tweets directed to @Dreamforce or those with a tweet that contained #DF13. With five workers constantly on staff, they worked to respond to attendees to build a sense of community and deliver an exceptional experience for everyone. 

Social Support. The Social Media and Customer Engagement Center worked out a system to divide and conquer all social interactions from customers. The Social Media Command Center pulled in all general social interactions from Twitter and engaged with attendees providing them with information on moving around Dreamforce. The Customer Engagement Center used the power of Service Cloud to aggregate all social interactions from Twitter that contained certain asistance keywords or phrases such as "help" and "how do I find". Through this sytem, they were able to successfully serve hundreds of thousands of social interactions with a small, effective team. 

How does Service Cloud's Customer Engagement Center serve Dreamforce attendees?

The Dreamforce Mobile App. What if you could click a button in any product you owned that took you right to support? This year at Dreamforce, this was a reality. For the first time, the Service Cloud was embedded right in the Dreamforce Mobile app - so support was just one touch away. Users could send an email with their question or instantly reach a support agent via click-to-dial or a live chat.

Multi-Channel Customer Service. Delivering amazing service is all about being able to serve the custmer at the speed of now. Dreamforce attendees were able to use traditional channels like phone (855-MY-DF-HELP) and email (help@dreamforce.com) as well as newer channels like Twitter (@dreamforce with #DF13HELP) and Live Chat (from the mobile app or from help.dreamforce.com). All of these interactions were served live right within Service Cloud's Customer Engagement Center.

Learn how to deliver great customer service with social media with the free ebook below.