When Customers Become ‘Friends’

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How to incorporate social media into your contact centre

A recent study from marketing services company, Sensis, shows that Brands are more likely to build trust if they interact positively with customers on social media.

Recent similar studies show that nearly 40% of consumers provide feedback to organisations online, that nearly a third of people used social media to make pre-sales enquiries, and that the use of webchat is closing in on phone calls for preferred contact method for some consumer products companies.

So if you’re hoping to control the customer experience through the entire path-to-purchase and beyond; then social media needs to be a key component of your customer service platform.

However, there are a few points to consider before integrating social media into your current call centre:

1. Do you have the right technology?

Current Call Centre is safe, simple – and incredibly out-dated. So if you’re looking for the best way to incorporate social media into your call centre, it can mean forcing out this old legacy technology.

Modern “contact centre” technology is both multi-channel – phone, email, webchat and social media – whichever way your customers want to interact with you and distributed, meaning that expertise does not need to be in the “call centre” but can be anywhere inside your organisation. Whoever is the most appropriate person – for example by subject matter expertise, or by job function - can answer a query, post a response or deal with an issue.

As you can imagine, staff (and sometimes management) can be firmly reluctant to change. So make sure that the unified communications company you go with offers staff training as part of their software solution.

2. Do you have the right staff?

Call centre scripts require staff with fantastic phone manners, who are great at one-on-one communication.

However, social media interaction often occurs via public posts for all the world to see; which requires a different skill set to traditional call centre employees.

So, to better prepare your company for the years to come, look for call centre staff who are (or can come across as) genuine, and have excellent written skills - ideally with a sense (careful) of humour.

3. Which platforms are your customers using?

Even though there are now over two billion monthly active users on Facebook; your customers might not be part of that number.

Luckily though, applications like Facebook Audience Insights can give you some fantastic data on who is talking about your business, and what they are saying. So it’s a great idea to do your research first before you commit to a social media plan.

What next?

If you are looking to make social media a bigger part of your customer service platform, then talk to one of our team at BTAS.

Our contact centre solutions are built around a multi-channel approach, which allows your customers to communicate with you via whatever means they are most comfortable with: phone, email, webchat and social media channels. We also provide thorough training by certified engineers and consultants, to better help your staff make the switch.

To find out more about how BTAS Contact Centre can better integrate social media into your customer service platform, go to our product page.

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