How to integrate social media into your contact center?
Telephone, fax, email, instant messaging, and other channels are used to provide service in a Contact Center, and aren't digital platforms channels?
To clarify, social media has become the most widely used means of communication, especially among young people. This is due to the easy access and immediacy of information.
# Social Networks
Therefore, a strategy directed from a Contact Center must include digital platforms where the brand can achieve greater mention in relation to the product/service it offers.
Why? Let's imagine this: a well-known beverage launches its flagship product of the year, but on the day of its launch, the event host has an accident on stage.
As a result, the situation, which was shared through the attendees' profiles, quickly went viral due to its magnitude.
Unfortunately, the company doesn't monitor social media, so it only finds out later and has no strategy to mitigate the impact.
How negative can this event be for the brand's reputation? Just to give an example, sales would be seriously affected.
That's why connecting social media to a Contact Center's suite of customer communication channels requires monitoring, management, and integration.
Let's get to work
Planning is certainly the first step to successfully integrating social media into your contact center.
First:
The team of agents must be trained in digital skills, since customer service via phone differs from that on different digital platforms.
Agents must be able to resolve questions, concerns, complaints, and suggestions quickly and effectively. They must also be prepared for other issues such as etiquette, effective communication, and dealing with special cases like trolls and influencers, among others.
Second:
The strategy implemented through social media should be clear and simple, and it should be shared with team members and agents. It's important to have a clear direction to avoid making mistakes that could jeopardize the brand's reputation.
Who will be part of the team responsible for designing the strategy? What requirements must the channel-facing team meet? How will customer information be protected on social media? These are some questions that will help you build that strategy and lead you to other questions that will find answers along the way.
Third:
It must be kept in mind that today's customer uses whatever means are available to communicate with the company for X or Y reason, which is why omnichannel must be clear to ensure seamless service from one channel to another.
To achieve this, the company must guarantee a consistent customer experience across different channels. This can be achieved by understanding customer behavior across different digital platforms and anticipating customer preferences by taking into account information found in their purchase history.
Conclusion
Connecting social media to the contact center brings advantages to customer service, as communication is direct with a specific audience, and strong business relationships can also be built.
On the other hand, service channels are expanded, freeing up overcrowded channels and thus reaching a greater number of people.
Not to mention that it fosters customer loyalty, it creates online communities, which in the medium term strengthens the brand's reputation.
Sources of support:
https://bit.ly/3dG0AN7 | https://bit.ly/2Bdx9VO
#We invite you to read our blog post "Total success at AstriCon 2017"»
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