Social Media Contact Center integration is fast evolving with a number of communication and transactional methods required by customers. Social media is extremely influential and can have significant impact on a businesses value dependent on the way that it is managed.
It is important to understand what people are saying behind your back so that you can influence control and manage it.
Social media is viral and the damage that can be done to brand value in only a short time can be extensive and potentially terminal. Therefore to be able to manage mass Social Media contact center interactions is critical to all businesses, and the natural place to manage these interactions is the Contact centre which has established itself as the most cost effective way to handle mass transactions. The challenge is integrating another non-voice set of applications in to the CC in an effective fashion. Therefore to be able to manage mass Social Media contact center integration is critical to all businesses, and the natural place to manage these interactions is the Contact Center which has established itself as the most cost effective way to handle mass transactions. The challenge is integrating another non-voice set of applications in to the CC in an effective fashion.
The Contact Center is optimized for voice transactions and has other multimedia communications “bolted -on”. Properly integrating the very different social media interactions in a way that allows effective, standard and consistent is difficult. Social media is made up of many different internet based services including Facebook, You Tube, Twitter, LinkedIn etc. Each of these has a different format for communication and different rules around how the information is posted, responded to and delivered.
Posting a consistent and effective response in the different formats and routing the task to the appropriate Contact Center resource to fulfil the task is a critical challenge that requires integration into the Contact Center integration architecture to be effective.
Simply buying a tool to monitor Social Media activity is a useful pointer to what is being said, but you need the Contact Center to effectively manage the responses. This is what allows businesses to protect brand value, manage customer opinion, and effectively handle “issues” and opportunities cost-effectively and can be a key business differentiator.
“Social CRM” as it is often called suggests that Social Media needs to be engaged and interacted within CRM. It absolutely does! But to effectively ACTION a complete response needs so much more than that. Social Media needs to be managed consistently and effectively just like any other customer “Touch Point” and needs to be channelled, processed and reacted to as a unique Touch-Point through the tools, processes and SLA’s already engaged within the Contact Center. In other words, Social CRM means Social Media Injection into what Contact Centers are already doing for other multi-media interactions.
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