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

CorvisaCloud: Listen to your Customers, Address Needs

A CorvisaCloud second annual customer service survey reported an improvement in customer service since 2013; while that is indeed good news, the bad news is that even though businesses profess that 'the customer is king', they don't seem to be doing enough to really wow them. [ Read More ]
10/01/2014

Sound Telecom Points out the Benefits of Multilingual Answering Service

One of the consequences of globalization is the homogenization of the world, which is responsible for companies delivering the same service in locations as diverse as South Africa and New Zealand. Another is accessibility to talent, so companies in Silicon Valley can hire engineers and computer scientists from India and elsewhere. This has resulted in the influx of foreigners in the vast majority of metropolitan cities around the world giving rise to multilingual communities. [ Read More ]
09/29/2014

Contact Center Solutions Week in Review: Capgemini on Shopper Journeys and Role of Social Media

A good way to characterize this week in the Contact Center Solutions Community is that there was a lot of sage advice to be gleaned. We also saw a projection as to how significant the cloud would be on contact center transformations and the fact that even Apple had its contact center a bit over-whelmed thanks to demand for the new iPhone 6s. [ Read More ]
09/27/2014

Contact Solutions Presents My:Time Customer Service Portal

Customers are not only demanding from their businesses that their brands offer multi-channel customer support experiences, they are also demanding that those experiences be fluid, and any deviation, anything the breaks up that user experience into unwanted pieces, can tarnish brands in their customers' minds. [ Read More ]
09/26/2014
Subscribe here for your FREE Contact
Center Solutions
enewslettter.

Events

Weekly Live Demo
Contact Center Solutions

Register Today!


Weekly Live Demo
CaaS Small Center

Register Today!