Social Media and Contact Centers

“Social media” is a phrase no one would have recognized ten years ago; today, it’s an essential element in any customer-driven business.

The contact center used to be the primary source for managing customer relationships, and still has a very important role to play in this function. But today, customers are just as likely to take their compliment or their complaint to the company’s social media platforms.

There are a number of reasons for this – people have incorporated social media into their everyday lives to such an extent that it’s the first communications channel they think about when wishing to contact a company. It’s also a way to communicate the message instantly, without having to look up a phone number or be put on hold.

Now that Facebook and Twitter and other outlets have redefined the relationship between companies and customers, it is important for the contact center to be in sync with how these relationships are managed – perhaps it’s even time for social media to be managed by the same personnel, who have been trained in customer relations and company policies on how to address feedback.

There are significant differences between a call and a social media post, the most important of these is that the latter automatically becomes a public conversation. Thousands of other people will read the customer’s comment and the company’s response. That makes the tone and content of the engagement even more critical. The right response (especially if it is posted quickly and not 5 days later) will have a positive impact on the original poster and on everyone who sees it.

Social media also provides a means to be proactive in a way that the contact center cannot. Savvy posting can be used to promote and protect a brand, and develop closer relationships with customers by staying in touch with them between orders and in-person visits to the business. The good work that is done here can resonate beyond the response to any single phone call or email.

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