3 Reasons You Need Threaded Conversations For Social Customer Service, Across All Digital Channels

I recently read quite an insightful piece from Conversocial promoting the reasons why you need threaded conversations for social customer service. The points raised are all relevant; better continuity, improved efficiency and more relevant KPIs. But, what if the conversation moves across into email or web chat?

I was with a financial client last week where a very high percentage of social interactions initiated on Twitter or Facebook needed to be moved across to more secure channels, such as email or chat. Channels where customer data can be exchanged in private and is not stored on Twitter or Facebook servers.

Surely, the same points are even more relevant? Surely, we still need to keep track of threaded conversations, across all digital channels… not just those on social media? But, of course, we need to be able to manage these customer interactions, across all digital channels, from within the same platform and within the same team.

That is why here at DigiDesk we’ve updated the title to 3 reasons why you need threaded conversations for social customer service, across all digital channels:

1. Better Continuity

When a customer contacts you via Twitter or Facebook and there is a need to move across into more private and secure channels such as email or web chat, it is important that an agent can seamlessly continue the conversation from within the same application.

By threading the related messages together across social, email and chat DigiDesk reduces the risk of agent errors and delivers a better customer experience, as agents can manage the interaction across all channels from within the same platform.

2. Improved Efficiency

The threading of related messages, across digital channels, eliminates the need for agents to waste time finding other messages associated with the service issue that they’re dealing with; whether the contact is through social, email or chat channels.

DigiDesk’s workflow module ensures that whether the contact is through social, email or chat channels, the customer is routed back to the agent who dealt with it last, as long as they are available. This reduces handle time and response times by ensuring the agent who is most familiar with the outstanding issue continues to deal with it.

3. More Relevant KPIs

Many social tools emphasize the ability to track an agent’s response time, but this is not always the best metric to measure agent performance. A more relevant metric can be average handle time… and not just across the social channel, but across all digital channels.

DigiDesk is uniquely able to calculate an agent’s average handle time for conversations that may include social, email and chat channels. This can be a far better reflection of agent performance and much more useful for planning resource requirements for the social channel.


For brands seeking to integrate their social customer service team into the contact centre, it’s important to partner with a vendor that enables you to deliver effective social customer service across all digital channels, not just social! To see the future of digital social care visit www.digital-desktop.com