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.
Comments
I see far more often than not, “my car/truck broke down again!” and not “my 2018 Chevy/Chevrolet Malibu broke down again!”
A Social Media Center of Expertise sounds good.
But … the XT4 pre-launch starts with online banner ads – which sounds pretty 2007 at first blush.
Maybe they’re highly-targeted based on data? Maybe they’re doing things with social that we don’t know about?
Maybe they don’t want to reveal their Expertise trade secrets – but just as Cadillac is 10+ years behind the SUV/CUV curve, I’d guess Social Expertise has some catching up to do, as well.
However, GM is ahead of the curve with EV technology, and autonomous, so – Social Expertise has something to work with.
In the meantime, they can move beyond banner ads into more inventive e-solutions.
Relevant social media. This is interesting. Sort through for complaints, comments or concerns. I would be interested in what % of people have called GM first, and not to pick on only GM but also other auto makers. I can and will speak for myself here. The only reason I have turned to social media is to try to get a better understanding of my concerns. I will just use my last GM contact. Our ATS CUE screen delaminating. I know for a fact GM does not care about this problem. GM simply wants them all to go away. If there are enough social media sites out there for you to voice your concerns, it wont stick out as a terrible problem. However a month or two of searching you can find it is still a terrible problem. And when you visit a Cadillac dealer and talk to them about it, and they tell you 2 delaminated on the lot, its a problem.
Lets look at Amazon. A lot of people cant figure out why it is so popular. Well I can tell you even if I don’t buy something on Amazon I read the reviews. They Amazon has an honest review, and even if there not honest, you get 1 review for your purchase. I guess if you bought a lot of the same items you would get more reviews. However with GM 1st its mandatory you go to a dealer and spend money to get any problem diagnosed. If you are lucky enough to have a good dealer, an honest service manager, great. If not so lucky GM will do nothing for you. So what do you do in this day and age. Social media.