When customers reach out to a call center today, they expect to be able to use more than just the telephone. The general public’s communications preferences are varied and increasingly rely on mobile connectivity and the Internet. In turn, offices everywhere are taking notice by upgrading to multi- or omni-channel call center solutions that also include mobile VoIP, live chat, email, text messaging, and even video calls and co-browsing.
But what about social media? Once used primarily for users to communicate amongst themselves, these platforms are now transforming the way organizations approach customer service beyond the call center. The essential purpose of a call center is to act as a communication hub, a point from which customers can make requests and inquiries, both large and small. But when only phone lines are available, customer service is limited to the number of agents and lines. Adding multiple channels of communication makes it both easier for customers to reach out, and for businesses to respond at their convenience.
Not to be excluded, government organizations are also taking advantage of the service benefits of social media. The city administration of Belarus’s capital city, Minsk, announced this week that it will soon establish its own presence on social media networks. The initiative was set by Andrei Shorets, Chairman of the Minsk City Executive Committee.
Shorets explained to local publication BelTA that, although the city’s hotlines are very popular, there have been some issues. Only about 70 people at a time are able to reach the Minsk Mayor when direct hotlines are arranged, but about 1,000 people have to wait in line. More than 200,000 Minsk residents contact the city administration using the hotlines annually. It seemed clear that a change was needed.
“We sometimes lack the time to answer all the questions,” he said. “People often ask why Minsk City Hall is not present on Twitter (News - Alert) and other social networks. It is time to change the situation. We could use social networks to answer some questions from the most active citizens.”
Whether a government organization or business selling wares, connecting with customers is important, and social media should be added to any call center solution stable to truly cover all the channel bases.
Edited by Maurice Nagle