Magazine article CRM Magazine

How to Socially-Enable Your Contact Center

Magazine article CRM Magazine

How to Socially-Enable Your Contact Center

Article excerpt

Mary received her replacement bankcard quickly. However, she was puzzled. Could she use her old card's PIN? She called customer service. She waited. She grew frustrated. At 30 minutes, she tweeted her dissatisfaction.

Surprisingly, she received a reply right away from her bank to tweet her phone number and they would call her immediately. Within moments, an agent answered Mary's questions. Mary is a high value customer. Now, she speaks highly of her bank.

Does this sound unusual? It is, but it is becoming more common. A growing number of businesses are actively serving customers on social channels, turning questions and complaints into positive experiences.

It's about time. More than 75% of consumers have posted a negative comment on a social site after a poor customer experience. Yet, 70% of companies have little understanding of the social media conversations around their brand.

To deliver upon your brand promise, retain customers, and increase their lifetime value, you must deliver great customer experiences across channels--including social, mobile, phone, and chat. Poor customer experiences result when channels and processes remain separate silos. The social channel, while the newest channel for many companies, must integrate with the people, processes, technology, and channels used currently to connect with and satisfy customers.

The social-enabled contact center leverages social interactions to build stronger relationships with customers, deliver consistent and relevant brand experiences across touch points, and better engages customers with employees and partners.

Social-enabled customer service requires three primary capabilities:

1. LISTEN AND RESPOND: TREAT SOCIAL MEDIA AS AN INTEGRATED INTERACTION CHANNEL

Most social-enabled contact centers are at the early adopter stage, attempting to "bolt on" social media as a side process. Many are experiencing inconsistent customer experiences, higher costs, and negligible return on investments.

Effective social interaction within the contact center requires a systematic approach to engaging in conversations occurring on social networks. To leverage fully the transformational promise of social media, companies need to empower customer-facing service employees with technology and processes that empower customer engagement across all channels with the right answers at the right time.

[ILLUSTRATION OMITTED]

Oracle "empowers our contact center operations by enabling our agents to join customer conversations that are happening on social sites like Twitter and Facebook and integrating those conversations into our overall multichannel customer engagement processes. …

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