“Right now, I’m focused on making social listening a more known resource,” said Hanevelt. Hanevelt’s long-term goal is to make Listening a key lever for the broader marketing, product and user research teams. These insights have driven further collaboration between the social support team and the rest of the business. Since then, they’ve been able to extract even more product insights from priority platforms like Twitter and Reddit. In 2021, Grammarly began using Sprout’s Social Listening tools to monitor brand health and competitive share of voice. “It’s how we keep others up to date on trends and opportunities we’re seeing in customer support.” Setting the tone with listening “Once a month, we combine tagging insights from Sprout with Zendesk reports to create a deck that gets shared across the organization,” said Hanevelt. So far, their approach to tagging has helped surface valuable user stories for the Grammarly product and user experience teams, as well as company leadership. We also build quarterly reports on themes we find in our social messages.” If any of our product managers come to us asking for messages on a certain product, we have it. “Because every message that comes into our inbox gets tagged, we can quickly pull specific feedback when needed. Tags empower Grammarly support agents to do the foundational work needed to uncover advanced customer insights.Ī post shared by Grammarly one of the most important features for us,” said Hanevelt. The Grammarly team leveled up their Smart Inbox use by developing a comprehensive tagging strategy that allows them to organize incoming messages based on their content. “If I’m having a one-to-one with someone, I can use their specific report to highlight their performance or dig into growth areas. “With the Inbox Team Report, we can see our overall message volume across channels and better measure agent productivity,” said Hibbert. Insights from Sprout inform coaching conversations across the social support team, which ultimately lead to stronger customer service. Streamlining their social support process to a single platform has also helped surface data that Hibbert can use internally to manage and grow her team. Then, the Vancouver team can pick it up and continue the conversation with all the necessary context.” “If someone working out of Kyiv isn’t able to solve an issue by the time they log off, they can leave a note. “We love the team Conversations feature,” said Hanevelt. In less than two years (during which they brought Sprout on), their average time to first response (TTFR) decreased more than 80%. Grammarly’s social support team spans two time zones, with support agents based in both Canada and Ukraine. “We’ve also launched Brand Keywords tracking, so we can respond to users who mention Grammarly without tagging our account.” “We’re in the Smart Inbox daily, managing posts and DMs from Twitter and Facebook, as well as Instagram comments,” said Hanevelt. With Sprout, they’re able to respond to messages across networks quickly and efficiently. Together, the team is responsible for engaging with the Grammarly audience, answering user questions and analyzing social data for business insights. Hanevelt works with a team of 10 led by Manager Beth Hibbert. We use Sprout to help make those connections possible,” said Emma Hanevelt, Social Media Insights Analyst. “We want to help people be even more confident that they can achieve effective communication, whether they’re writing for school, professionally, or even through text message. This streamlined approach helps them create a dialogue with current and potential users while finding opportunities to surprise and delight as they go. With Sprout Social, the Grammarly social support team can manage user questions, product concerns and audience conversations across Facebook, Twitter and Instagram. When it comes to stand-out customer communication on social, Grammarly uses Sprout. Whether you need to edit for correctness, delivery or engagement, Grammarly provides quick tips that support effective communication. Each day, over 30 million people and 30,000 teams turn to Grammarly for writing help that goes beyond a quick spell check.
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