The conversation surrounding quality customer experience may not always include a focus on social media, but it should. Customers throughout the global market are using social media channels to interact with their favorite brands, advocate for products they love and discuss issues they have with a particular product or service.
Companies not engaged on these platforms are missing out on the opportunity to get in the conversation and make an impact on their customer base.
A recent CMS Wire report highlighted the benefits of creating the universal customers experience by integrating social media into the customer service lifecycle. One of the best ways to justify the resources used to create the experience is to leverage the key metrics necessary to measure performance and impact.
An important step is to measure interactions between all employees and customers to determine effectiveness of these interactions, and what information is being gleaned on both ends.
Customer interactions are happening across multiple channels, including social media networks. At the same time, conversations are also taking place within online forums and through traditional outlets such as e-mail and phone. If the right mechanisms are not placed within all of these channels to track and evaluate interactions, there’s no way to ensure a consistent experience for all customers.
And considering the ease in which a customer upset about their phone experience can share this displeasure across multiple social media channels at once, this is an area companies cannot afford to ignore.
Value-driven customer experience needs to be the primary focus, while managers encourage all agents to focus on the core experience, regardless of the channel. Whatever method is deemed appropriate for the phone conversation needs to carry over to the social media channels, e-mail and other interactions.
Plus, if agents are motivated to continuously improve all of these channels, the customer experience improves as a result.
Education is one of the first steps toward the improved customer experience. When agents understand how their activities influence the bottom line and managers understand the best way to train their agents, performance improves across the board.
To that end, KANA is offering a free webinar in partnership with TMC (News - Alert), Social Media 2012, State of Adoption, scheduled for November 13, 2012, 2:00 p.m. EST, 11:00 a.m. PST.
Register today for this webinar today and learn how your organization can take the necessary steps to implement the right approach to social media and the optimal customer experience.
Edited by Braden Becker