Magazine article CRM Magazine

"Social Customer Service: The Pivotal Driver of the Social Enterprise"

Magazine article CRM Magazine

"Social Customer Service: The Pivotal Driver of the Social Enterprise"

Article excerpt

Customer service contact centers worldwide need to harness the power of social media now to provide the best customer service and protect their brands. Only by embracing customer-preferred communications channels in the customer service contact center can brands better serve their customers and avoid falling victim to brand critics.

A social enterprise is made up of people, processes and technologies that support a company's culture and capabilities to interact with customers in all channels the new channels (eg: Twitter, Facebook, SMS, mobile) and existing communication channels (eg: voice, email, fax, chat) that the customer chooses to use. There is a growing need to be able to liaise with a customer in his or her own chosen channel as quickly as possible to resolve the conflict and turn a potentially negative situation into a positive situation for both the company and the customer.

Cloud-based, integrated multichannel contact centers that include social and mobile channels in addition to traditional customer service channels enable brands to initially interact with the customer on their preferred channel. If a conflict needs resolving, ideally the agent and customer can move to a more private channel such as web chat or email. When resolved, hopefully in the customer's favor, the customer might then choose to Tweet or post something positive about the resolution and therefore positive about the brand.

There is a growing need for agents to be able to be more interactive with customers across multiple channels including social and mobile is crucial. It is also true that customers now expect to access the channels of their choice. If those channels are not available for a customer service agent to interact with the customer, customers are left alone to transmit their unhappy views across social networks.

For this and many other reasons, social customer engagement has evolved past the traditional notion of being solely owned by PR and Marketing. What's required is the ability to facilitate engaged customer experiences. To do this requires a focus on technologically enabling multichannel customer interactions where a brand can interact via traditional customer communication channels, and add social channels to so they can establish, build and nurture online and offline customer interactions and relationships. …

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