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If You're Going to Go Social with the Call Center, Do it the Right Way
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If You're Going to Go Social with the Call Center, Do it the Right Way

February 26, 2015

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By Susan J. Campbell,
TMCnet Contributing Editor

Companies have gone social. It’s obvious they’ve taken over Facebook (News - Alert) feeds, killing the social element for the average teenager and making it a place that only mothers want to hang out at. While that may be an exaggeration, the reality is there is more than just a little activity taking place on social media channels from a business perspective – but are they playing by the rules?


And by the rules, I don’t mean the rules of the social media channels, but instead the rules of quality customer care. If you’re leveraging the call center on demand and have a social media component to your customer care, this is one topic you need to make a priority. Given that social media as a customer service channel has reached nearly 60 percent, according to the Aberdeen (News - Alert) Group, and is expected to hit 80 percent by years’ end, it likely needs to be on your radar at some point.

In fact, according to a recent Entrepreneur article by Ekaterina Walter, social customer service is no longer the exception, it’s the rule. But that doesn’t mean you get to set it and forget it. Like every other channel in your call center on demand, it has to be strategic, support your brand, meet customer expectations and be consistent. Without these key elements, you’re simply setting yourself up for disaster. What’s worse is if you also set up your social media care channels to exist in a vacuum – it will fail.

If you’re afraid to venture into the social customer care arena or you have and the results are not driving what you expected, there could be very simple reasons as to why. Let’s take a look at three reasons why your social customer care programs may be falling short of the quality mark.

Different Teams are Relying on Different Tools – it’s not uncommon for individual users to flock to what they know best. As such, your helpdesk might be paying attention to Facebook and your call center on demand is watching Twitter (News - Alert). It sounds like you have your bases covered, when in reality, all of these channels need to be integrated or you could miss important messages.

Approval Processes are Lacking – if you have customers accustomed to the 24-hour decision time-frame, that’s great, but the same patience won’t translate in the social world. You’ll have to streamline your inner workings to ensure decisions can be made quickly so customer service goals can be met.

Integration Doesn’t Exist – the individuals interacting with your brand on social media are doing the same thing in person. You must unite your social media platforms with your traditional CRM system so you know when you’re engaging with a customer and capture that interaction with their customer record.

The point is – it’s not enough to go social, you have to go social the right way and continue the goal of great customer care or risk hurting your brand from every angle.




Edited by Stefania Viscusi
Call Center On Demand Home Page





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