Many companies are considering if and or how to integrate social media channels into call centre communications. Considerations include: enabling social media in customer care, deploying home agents, complying with stringent security requirements and providing private cloud functionality.
Research and analyst firm Frost & Sullivan has published a white paper, Enabling Successful Social Media Customer Care, which examines challenges, opportunities and how best to use social media to monitor and take action within the contact center.
Social media is fundamentally different from all other customer engagement channels in that conversations are public. In the call center context, social media becomes a customer collaboration tool for monitoring conversations and interacting publicly with consumers. By engaging via social media, call centers can develop new business, detect early warnings of issues and gain efficiencies.
Frost & Sullivan advises firms to consider creating a single department responsible for customer engagement strategy across all media. Ongoing participation by other departments should also be encouraged to get employees on the same page, while establishing a formal social media workflow.
“A successful social media strategy requires a cross functional team with a deep understanding of customer behavior, social media tools and well-defined goals to achieve the highest results,” said Frost & Sullivan spokesperson Monica Tarr. “Our consultants are specialists at applying a holistic methodology when helping customers achieve results.”
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