Aegis, the BPO arm of Essar Group, is stepping into the digital world with its services. The company launched its social media engagement solution, AegisLISA that provides enterprises the ability to listen, interact, socialise and align with the online community.
As corporates increasingly log on to social media for engaging with customers and promoting their brands, the need to what is being said and to be able to interact with customers on real-time basis is becoming a reality.
“Digital and Social media are very important parts of the customer experience eco-system and have gained significant customer mindshare in recent times. With customer service, marketing and sales teams joining the drive, the demand has grown beyond pure “Listening” and “Analysing” to include “Engaging” with the end users. Our research shows that social media is the top of the mind agenda around a brand with CXOs,” said Aparup Sengupta, Managing Director and Global CEO of Aegis.
The solutions allows corporates to Align with the online community of a brand via a single solution platform, enabling brand-customer engagement. This intelligence is generated by accessing and analyzing thousands of news, social networking, blogs and other user generated content sites of web 2.0 on real-time basis. It further enables brands to manage interactions with social media users and generate intelligent reports.
Anil Modi, Chief marketing Offier Aegis explains that AegisLISA collects posts from sites across social network, news, forums etc. and brings them to a common platform enabling the engagement part which is handled by trained Social Media experts responding to queries. This platform also provides the ability to cross check responses. The client has the ability to extract posts, keep a record and where required carry out repetition management by ensuring that posts go through rigorous screening. It is therefore sold as a service.
Modi said that the company has already signed on few clients. For instance, a FMCG major is using this platform to understand why customers prefer to post negative comments on social media and through this analysis drive internal process improvement.
According to a study by Gartner, by 2015 more than half of the world's formal contact centers will include a level of customer participation and engagement in the service process in real time. The need to be aware of, support and integrate users of Facebook, Twitter and off-portal communities is causing organizations to redesign existing/old service processes, and to identify potential process silos.
Aegis is not the only services company that is getting into providing services around the social media. India's second largest IT services firm Infosys too will soon be launching a new digital marketing platform. This is part of a suite of digital platforms tailored to cater to the marketing needs of large global corporations (helping them launch global marketing campaigns across geographies, and engaging with customers across locations through social media).