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The abundance of social media platforms has empowered users to provide feedback in new many ways. Because of this, we’re seeing a widening of the gap in a company’s ability to provide a satisfactory customer experience. Turning on social as a part of a customer service component can unleash a flood of information that organizations are simply not prepared to handle much less process.
However, companies can harness this social media feedback through the use of new monitoring platforms that better connect the consumer to the business. But having an infrastructure that brings multichannel visibility to the enterprise is essential to make sure the customers send out a Tweet or post a comment are promptly and seamlessly directed to the right person. Companies can no longer just react, they need to act on — and in many cases anticipate – issues at the speed their customers have them in order to turn socially-aired issued into opportunities.
Earlier this week, InformationWeek came out with an article on 5 Tips for Handling Complaints on Social Media. The first tip they offered was to use listening tools to monitor but more importantly, better manage the huge amount of information you can create trying to get a hold of how and what people are saying about you in the socialsphere. So while it’s an important step, it’s essential that the data collected is not just usable but contextual and referencable as well. Full integration into the CRM is key to making social a channel addition to existing customer service strategy.
You can read up here on how you can extend your contact center to include social.