Our Social Times has teamed up with social intelligence and engagement platform, Sentiment, to produce an in-depth White Paper on How Contact Centres Should Integrate Social Customer Service.
Social media probably represents the major challenge for contacts centres this decade. Presented with an entirely new, highly volatile, medium in which the customer is in firm control, it’s no surprise that most organisations have been slow to dive in, often leaving support in the hands of other, perhaps less capable, departments.
Yet the rapid increase in customer enquiries on social channels means that ignoring this challenge or deflecting it to another team is no longer an option. Contact centres need to step up to the plate.
Some of the most pressing issues that contact centres need to address, which have been explored in the report include:
- How will you track and listen to the mentions of your brand(s) across multiple social media channels?
- Will you stick with your legacy customer service platform, upgrade it, or get a new, specialist social media platform?
- How will you integrate queries from multiple social media channels into your existing processes?
- How will you maximise the benefits of social media for the organisation beyond the contact centre (e.g. in marketing)?
- Which social media channels will you engage on, and how?
- Should you train up your existing customer service agents, or hire new, differently skilled ones?
- How will you deal with customer expectations of a real-time response?
- How will you measure the outcomes of your efforts?
The report offers useful advice to any practitioners who are facing the challenge of integrating social media into the contact centre. We have collated contributions and insights from several leading customer service and social media professionals, including Luke Brynley-Jones (Our Social Times), Luke porter (Sentiment), Dominic Sparkes (Tempero), Martin Hill-Wilson.