It is impossible to deny the role social media plays in today’s business scenario. Although still considered as mainly a B2C marketing and communication channel, social media can also be effectively used to build business strategy and a unique customer service tool if appropriately used.
There have been studies that show many customers prefer social media than calling for customer service. That is why call centers can integrate the use of social media marketing channels to serve a superior level of customer experience. A main reason behind this is the level of personal involvement that social media brings.
Social Media Integration Matters
We have seen cases where social media has played a pivotal role in delighting the customer and helping brands gain brownie points in the process. Customers today are more temperamental and easily lose patience. Brands need to work extra hard to gain customer attention and retain it for good.
Furthermore, customers are increasingly taking to social media to seek a quick resolution for their complaints and queries. Sometimes, contact centers are unable to keep pace with the changing expectations for customer service on social media. This often leads to conflict and loss of business for companies.
Integrating social media with the contact center software delivers certain benefits such as improved efficiency, better customer service and consistent contact center metrics.
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Customer Service and Experience
Integration of social media with call center software can result in delivery of seamless customer experience. On an average, customers use multiple channels to seek resolutions to their problems. When we have a contact center software that is integrated with social media, we are better positioned to reduce irate customer responses. This will be achieved with the help of comprehensive CRM that tracks all communications and interactions through the system.
( Also Read: INTEGRATE DIGITAL CHANNELS WITH VOICE CHANNEL FOR PROVIDING SEAMLESS CUSTOMER EXPERIENCE )
Improved Efficiency
Social media usage with contact center software improves agent efficiency and productivity. There are more happy customers which automatically contributes to better employee morale. It further makes processes easier to work with as all data is organized on one single platform.
Contact Center Metrics
Social media interactions are not really connected with contact center communication that is why it is difficult to measure any form of consistency in the quality of interaction and employee performance. Social media helps your business in pulling up a comparison of agent performance on social media and other channels and measure customer service from social media to other channels.
( Also Read: WHY REDUNDANCY, SCALABILITY AND HIGH AVAILABILITY ARE ESSENTIAL FOR YOUR CONTACT CENTER? )
Conclusion
Customers expect consistent and uniform customer service and experience every single time. It is important for brands to map out their journey and effectively need to mitigate the risk of losing business and eliminate the probability of negative online reputation.
Every touch point on social media that is used by contact centers must showcase the customers their value and importance. It should represent adequately that the brand cares and is proactive on all levels whenever the need arises.
Businesses must understand that social media is the future of customer service. Adding social media interactions along with email and phone will help in strengthening the company’s online image that will ultimately reflect in its revenues.
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