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angry customer service callBusinesses work hard to acquire customers, and once they have them, don’t want to lose them. Conversocial has raised $4.4 million (£2.95) for its social customer service solutions that keep businesses connected to their customers and their needs.

American Express conducted a study last year that found that 46% of Internet users in the US “storm” social media to express frustration about poor experiences. Conversocial’s platform helps customer service teams quickly identify and respond to real issues popping up on social media. This approach seeks to decrease the perpetuation of negative sentiment and the risk of “social crises” while also facilitating communication.

The platform has three parts–  tools for customer engagement, team management, and insight and reporting. The ‘intelligent prioritization’ tool uses machine-learning, natural language processing and analysis of historic responses to surface the most urgent issues. Conversocial’s dashboard makes processing a high-volume of customer messages more efficient and connects customer service representatives to inline response tools, so they don’t have to go to Facebook or Twitter but can receive, respond to, and track inquiries in one place.

The team management section contains tools to train customer service teams, direct messages to the right team members, assign tasks, manage workflow, and receive mobile notifications about priority messages or assignments. Conversocial also offers analytics about customer demand, satisfaction responsiveness, what is popular and unpopular, performance management, and data storage.

Social customer service is important for brands that want to maintain control of their reputation and keep customers happy (or at least prevent them from ranting on Twitter). It makes customers feel listened to and appreciated and is important for securing loyalty. Despite the benefits, a study by Ragan/NASDAQ OMX Corporate Communications found that only 19% of companies make social media a part of their customer service efforts. Conversocial aims to bridge the gap between where customers are lodging their complaints and where businesses are responding them.

Conversocial was founded in 2009 in London. It now works with major clients like Groupon, Tesco, Hertz, Barclaycard, Net-A-Porter, and GoDaddy. This investment, led by Octopus Capital, will drive the company’s US expansion and product development. Octopus is a UK-based investment firm that focuses its investments in the region. Conversocial also has an office in New York. Competitors include Freshdesk, Zendesk, Parature,, and Get Satisfaction.

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