Contact Center Solutions Featured Article

Companies Leaving the Social Media and Mobile App Puzzle Piece Out of the Customer Experience

December 17, 2012

Call centers aren’t strangers to measuring metrics. In fact, the call center is probably the most measured business component of any organization: statistics like average handle time, schedule adherence, first-call resolution, hold times, queue length, call volume and many others are measured to the nth degree so call center managers can seek ways to improve both operations and the customer experience.

As the number of media used by customers to contact call centers has increased, the metrics burden has become even greater. For many call centers, social media has been the straw to break the camel’s back. Most call centers simply aren’t equipped with enough time, technology or knowledge to measure social media metrics. Add to social media mobile channels, and most companies are simply overwhelmed.

This is unfortunate, because social media and new mobile channels are becoming the media of choice for customers to interact with companies.

“The huge growth in social, mobile and self-service channels has left many customer service organizations without a means to measure and monitor performance on these growing channels,” wrote Constellation Research’s Elizabeth Herrell (News - Alert) in a recent blog post

Statistics back this up. Dimension Data’s (News - Alert)Global Contact Centre Benchmarking Report 2012” found that less than 10 percent of companies surveyed measured costs and time for social media channels such as Facebook (News - Alert) and Twitter. Just over six percent of those surveyed are measuring their performance for smartphone mobile application support. 

This is unfortunate, because it means many contact centers are leaving a significant portion of their customers hanging in the wind.

Why are companies having such a hard time tracking and measuring the customer experience in social media and mobile applications? In many cases, it’s because these channels have been disconnected from more traditional channels, such as telephone and media. Companies, at a loss for understanding who to put in charge for social media and mobile, have in many cases given the task to marketing, which means there is a chasm between traditional and new customer service channels.

Smart companies discovered quickly that social media and mobile application monitoring belong in the call center, where they can be combined with other channels to provide a 360-degree view of the customer. Many of today’s cutting-edge call center platforms – such as Interactive Intelligence’s (News - Alert) Customer Interaction Center (CIC) platform – include features, modules and integrated solutions -- for measuring and managing both social media and mobile application channels.

This way, companies can keep a holistic view of the customer regardless of how that customer chooses to contact a company. By skipping this vital integration of customer media, companies are literally losing a big chunk of the customer relationship puzzle to chance, and few companies today can afford to make that mistake.

Want to learn more about the latest in communications and technology? Then be sure to attend ITEXPO Miami 2013, Jan 29- Feb. 1 in Miami, Florida.  Stay in touch with everything happening at ITEXPO (News - Alert). Follow us on Twitter.




Edited by Brooke Neuman

Article comments powered by Disqus

Related Contact Center Solutions Articles

Altocloud Jumps in the Smyths Toys Toybox to Bolster E-Commerce Presence

Those not immediately familiar with Smyths Toys can be forgiven, particularly if they don't live in the U.K or in Ireland, where Smyths Toys has at last report 80 stores to its credit. But Smyths Toys might well be easier find thanks to a new connection with Altocloud, which will bolster Smyths Toys' online presence and make e-commerce that much easier to carry out. [ Read More ]
04/22/2015

US Contact Center Jobs Continued to Increase in the First Quarter of 2015

The number of new U.S. contact center jobs was on the rise in the first quarter of this year, according to a jobs4america report. [ Read More ]
04/21/2015

Xerox in Gartner's Leaders Quadrant for Third Straight Year on the Strength of its BPO Services

Gartner recently announced that as a result of its research and evaluation, Xerox's performance in business process outsourcing (BPO) had placed it in the Leaders Quadrant for that industry for 2014. It marks the third straight year that Xerox has received such recognition. [ Read More ]
04/15/2015

Evariant Delivers More Data Driven Solutions for the Healthcare Industry

With so much information at their disposal, service providers are offering solutions that make sense of all this data while combining different products and services to improve the overall operations of healthcare providers. The new release by Evariant looks to use big data and analytics to improve the experience of patients, physicians and employers with contact center solution for real-time engagement and mobile Physician Relationship Management app. [ Read More ]
04/13/2015

Events

Weekly Live Demo
Contact Center Solutions

Register Today!


Weekly Live Demo
CaaS Small Center

Register Today!