Worldwide Contact Center Professionals - Execs In The Know

Worldwide Contact Center Professionals - Execs In The Know

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Nicole H.

Nicole

Has Social Media made a positive impact in Contact Centers?

Inbound Marketing Manager at PlayVox

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  • Comment (18)

Comments

  • Arnaud D.

    Arnaud

    Arnaud D.

    Arnaud Dumas de Rauly - Marketing, Customer Relations, Pre-Sales, Web Design and Social Media on a Rugby field

    Social Media can be included in Contact Centers but the main understanding here is that it has to be addressed by a team of specialists, not regular contact center agents. Too often, because of the "social media hype", I see companies include it in their customer relations strategy through contact centers but it quickly becomes counter-productive. The bottom line is that social media can be included in a unified communications contact center but needs to be driven by a core social media team, if you don't have a dedicated social media team, then think twice before including SM in your strategy.

    Kind Regards,
    Arnaud

  • Chester L.

    Chester

    Chester L.

    Chester Lohman. Experienced manager, trainer & instructional designer.

    great comment @Arnaud.
    I have to say that I agree. a specialized team is required to handle social media in all its forms (LI, FB, Twit, etc).
    Contact centers have done a wonderful job picking up new forms of communication, chat & email are great examples.
    What i fear is that marketing will take this new business (social media) away from contact centers because business do not see it as two-way communication; they see more as a marketing platform.
    What can contact centers do to inform our clients of the benefits of letting us handle social media for them? Of course we have to be prepared to handle that new business but what else can we do?

  • Jim R.

    Jim

    Jim R.

    Lover of Customer Experience & Employee Experience Creativity

    Nicole,

    Great question that should ignite a lot of different opinions and great ideas. I think it has made a positive impact if you want the contact center to be elevated in its strategic importance in the business.

    The downside of this is that not everybody many be ready to have this spotlight put on them.

    In addition, the potential in-fighting and poor strategy issues touched on by Chester may spawn additional issues.

    As more organizations advance with their customer experience models you will see social media being a very positive impact to contact centers.

  • Nicole H.

    Nicole

    Nicole H.

    Inbound Marketing Manager at PlayVox

    Yes! I appreciate the ideas and feedback. I agree it's something that shouldn't be simply tossed into a center. It's important to have a solid plan and objective when integrating social platforms. Arnaud, with the social media you've seen integrated into Call Centers, how have you seen it backfire?

  • Arnaud D.

    Arnaud

    Arnaud D.

    Arnaud Dumas de Rauly - Marketing, Customer Relations, Pre-Sales, Web Design and Social Media on a Rugby field

    Nicole,
    The key issue here is the fact that you can't "plan" a social media interaction. Unlike IVRs of web callbacks or even outbound campaigns, the customer isn't guided by a script in his feedback. Therefore, the basic contact center agent, can't be prompted with a guided answer and often answers whatever he/she as a person thinks is the right thing.

    Let's take an example, Apple is releasing a new app allowing anyone to edit photos. On their facebook page, they list the features of the new app. Two days later a customer posts on the same facebook page that Apple's app sucks because he tried to edit a .cr2 file and it didn't work whereas on the rival Android app he it does.

    A basic contact center agent on the phone that gets this comment on a phone" can answer: "Indeed, this is on our roadmap, on the other hand, you can edit .dng files with our app that you can't with the rival Android app."

    Imagine what can happen if the same agent, answers the same thing on the customer's facebook comment. Remember the "amplifying effect" enticed by social media, you put something out and it can be re-used thousands of times. Next thing you know, Apple gets sued by Android (Google as a matter of fact) because that specific comment is considered as "unloyal competition" or "a libel action". If this had stayed a phone conversation, there wouldn't have been any sharing, hence, no problem.

    The bottom line is that you need to have a Social Media Strategy if you're going to use social media as a customer service channel. With the high turnover in contact center agents, and the low wages (most of the time) you can't expect them to think twice before posting (I'm not even sure I would).

    These kind of social media agents, need to believe in their company/product (or client), and need to embody the company/product. It’s all about generating, nurturing and growing a relationship with customers, fans, advocates and your industry at large. A dedicated community team is the liaison from outside to inside and are there to help, answer questions, participate in conversations, and make a human connection.

    Hope this helps,
    Kind Regards,
    Arnaud

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