3 reasons why you need threaded conversations for Social Customer Service

September 24, 2014 09:19 AM by Anthony Thomas (Conversocial)

To guarantee actionable insight, workflow efficiencies, and a positive agent experience, you need a platform that ensures that only relevant interactions from the same customer are grouped together – separating a customer’s conversational engagement with your brand’s marketing from an ongoing service issue.

Conversocial employs this threaded approach to aggregate only relevant interactions, in addition to its inbox workflow, prioritization, and automation, to ensure that agents are able to identify and action service issues seamlessly.

Below are three main advantages of Conversocial’s unique Conversations workflow.

Benefit 1: Prevent Agent Collision

When a customer sends a message over multiple Tweets, or the conversation switches from public to private, it’s important that multiple agents aren’t dealing with the same customer service issue, otherwise there is a risk of collision.

By threading related messages together Conversocial reduces the risk of agent errors and helps brands deliver a better customer experience as agents have all the information they need in one place to make an informed response.

Benefit 2: Workflow Efficiency

The threading of related messages eliminates the need for agents to waste time finding other messages associated with the service issue they’re dealing with.

Additionally, it is quicker and easier for agents to decipher what the actual service issue is as they do not need to sort through irrelevant messages.

Conversocial’s PLAY workflow also ensures that if a customer sends a follow up message that the conversation is routed back to the agent who dealt with it last, if they are available, reducing handling time and response speeds by ensuring the agent who is most familiar with the outstanding issue continues to deal with it.

Benefit 3: More actionable analytics

Threaded conversations allow for ticket-based analtyics that can be directly compared to measures of traditional customer service channels.

While many social tools emphasize the ability to track an agent’s response speed, this is not always the best metric to measure agent performance.

A more relevant metric is handling time. Since the age of the outstanding item doesn’t factor into handling time, agents can deal with the customer who has waited the longest without it negatively impacting their perceived performance.

However, to accurately measure handling time, threaded comments are needed.

Handle time without threaded comments: an agent may spend 10 seconds reading both Tweets (a total of 20 seconds) and a further 1 minute 40 seconds resolving the issue. The total handle time in this case would be 2 minutes.

However, as the messages aren’t threaded the two timings (20 seconds and 1 minute 40 seconds) would be averaged, resulting in an average handle time of 60 seconds.

Handle time with Conversocial (with threaded comments): an agent would open an automatically threaded conversation with both Tweets and spend the combined 2 minutes dealing with the whole conversation.

By providing an accurate handle time of 2 minutes, with the use of threaded comments, brands can rely on the metrics to rate agents and plan their resourcing for social media.


For brands seeking to integrate their social service team into the contact center, it’s important that they partner with a vendor that provides the expertise, innovation and enterprise solution that customer service agents require to succeed.

To find out more about Conversocial’s features and workflow check out our video that illustrates Conversocial’s PLAY workflow or contact us for a demo.