Brand Owners join Social Media Pilot to improve Online Customer Engagement

ITyX, a software development and systems integrator, will announce this week the launch of COMCRAWLER at CallCenterWorld 2010 in Berlin, Germany.

This new social media analysis and evaluation tool monitors where and how often a brand or organisation is mentioned. The COMCRAWLER’s strength is that it can also evaluate the context and mood of the communication participants, identify how many online users visit a particular thread or blog and highlight quickly potential areas of concern to communications and customer service centres.

Andreas Klug, director of ITyX, explained: “The COMCRAWLER uses neural networks to crawl through web content and as a self-learning system will continuously improve in identifying and alerting the brand owner about relevant communication.”

The handling of social media is now a key topic to protect a brand and manage an organisation’s reputation. Samsung Electronics, European mobile virtual network operator Simyo (a KPN subsidiary) and utilities provider Entega all joined ITyX for the pilot project to improve functionality and to exchange knowledge on best practice.

From June 2010 onwards, COMCRAWLER will start to automatically analyse internet content of these brands and organisations in evaluation portals, blogs and on twitter and dependent on urgency, then forward to available staff for checks, further evaluation and responses.

Marcus Nessler, Head of Customer Relations Management at Samsung Electronics said about why they joined this pilot: “The results of traditional monitoring are currently too imprecise. They reflect quantitative, but not weighted opinions.“

The pilot project partners will gather their experiences of the operation of the solution until the end of 2010 and optimise them in line with their respective organisation’s internal processes.

Andreas Klug added: “We are convinced that in only a few years’ time, a large proportion of communication between brands and end users will take place on the internet. Brand owners require now more than ever dynamic systems to engage with their online customers.”

The internet has become the number one information source for consumers. 96 per cent of all internet users make their purchasing decision using the internet. In forums, blogs and evaluation portals, online customers exchange their experiences about organisations, products and services.

COMCRAWLER will be presented for the first time at CallCenterWorld 2010 in Berlin, Europe’s largest contact centre conference and exhibition.

ITyX at CallCenterWorld 2010
9 to 11 February 2010
Estrel Convention Center Berlin
Hall 4 Stand D9