Social media has redefined how consumers interact with businesses and companies. Now, it’s easier than ever to reach out, get answers and provide crucial feedback.
At General Motors, the automaker has employed artificial intelligence and machine learning to help get the job done. These days, the company can sort through mass amounts of social media to find complaints, comments and other concerns quicker and address them in a more timely manner. Gone are the days of programs providing feedback on Malibu, California, instead of the 2018 Chevrolet Malibu.
Carolin Probst-Iyer, manager, Global Social Media Center of Expertise at GM, told Forbes in a report last Friday that artificial intelligence and machine learning has returned more relevant messages. Her team is now comprised of up to 45 people to handle social media messages.
The team’s benchmark response time? Under one hour, and consider the fact the team often fields over 1 million messages annually.
Earlier software made things more difficult for the team, which would pick up on”Chevy Chase” rather than just “Chevy” or “Chevrolet.”
That certainly brought in more relevant conversations, but also things that weren’t quite as relevant. This worked for a good period of time but we knew we needed smarter technology,” Probst-Iyer said.
The latest supplier software comes from Crimson Hexagon, which introduced machine learning to better understand digital conversations. Before, the team received about 10 to 20 percent relevant messages. The number is closer to 70 percent today.