Listening platforms are core to social engagement. The volume and ubiquity of customers’ social commentary means you need a finely tuned capability to get the optimal signal:noise ratio. This has resulted in a rush of innovation from the vendor community. Specialist solutions for service needs are emerging that provide both listening and routing workflows with integration options into CRM, unified queues and other key contact centre infrastructure.
Beyond that is the task of deciding what to respond to. Being reliable and quick for all service needs is the first milestone. Next up is the opportunity to proactively meet needs using social analytics. Finally is the broadest of opportunities. Responding to all valuable forms of engagement.
This post silo teamwork needs a new model to facilitate, sales, marketing and service interests in an economic and effective way. Customer Hubs cluster a number of competencies together in order to do just that.
Social media monitoring is the phone number/email address for social customer service. In this world it is your job to listen out and engage when expected. It is also the engine that enables analytics and all this implies for developing real time responsiveness.
Other competencies in the framework for social customer service excellence can be accessed in ‘Related Content’.