Customer social-service is all about monitoring customers’ conversations in the social cloud, identifying customers with questions, problems, and issues, and then interacting with those customers to answer questions, solve problems, and address issues. The number of customer posts and conversations in the social cloud that may be relevant to a business can be very large, ranging to thousands or even tens of thousands per week and, in the extreme, hundreds of thousands per day. Monitoring and analyzing all of them, identifying the (few) posts that require attention, and then handling each one individually and handling all of them consistently are daunting and complex tasks—daunting because of the sheer volume and complex by the diversity and nuance of language, breadth of topics, and depth of emotion (sentiment).
Radian6 is the component of Salesforce Marketing Cloud that does social monitoring, analysis, and interaction. Its tight integration with Salesforce Service Cloud—automatic creation of Cases and Contacts—makes it the obvious social-service choice to add to the customer service application portfolio of Salesforce CRM users.