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Why Social Media Has a Place in the Contact Center

Call Recording Featured Article

Why Social Media Has a Place in the Contact Center

June 10, 2016

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By Andrew Bindelglass,
Contributing Writer
 


The days of the traditional contact center, featuring rows upon rows of operators armed with flimsy headsets and laminated sheets of instructions are long gone. Contact centers are undergoing dramatic transformations in order to take advantage of new technologies. The continued growth and efficacy of social media as a means for people to interact make it the perfect next candidate for inclusion in the modern call center.


First and foremost, there is the sheer popularity of social media platforms. A recent study from the Yankee Group (News - Alert) found that 70 percent of citizens want to have interactions with brands over social media. Couple this with the fact that Facebook, still the king of social media platforms now has over one billion users, and the value of integrating digital engagement into contact centers becomes clear.

In addition to hosting traditional one on one conversations, social media also has value as a reporting mechanism for customers. Social media can be a quick and easy way for customers to report problems are hand out compliments directly to a brand. By having part of a contact center stay up to date with these social media interactions, brands can gain a much more direct line of communication with customers who are interfacing with the brand on a day to day basis.

Finally, using social media can create a repository of data for brands to analyze to improve their customer service efforts. Social media conversations are easily searchable, and thus can be married easily to data analytics services. This will allow brands to detect if there are common themes or issues that often arise when interacting with customers and work to fix them as needed.

In today’s world, social media is more prevalent than ever. Making a conceited effort to include it as a part of a contact center can go a long way towards improving customer interactions in both the short and long term, due to the increased ease of communication and greater lending to analytics. 




Edited by Maurice Nagle
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