Social media support is most valuable when integrated into your CRM with other channels in the contact center. Yesterday’s Tip 4 explored personalizing responses. Our last tip in this Best Practices series, Tip 5, follows:
Tip 5: Bridge the gap between social media and traditional channels with your Customer Relationship Management (CRM) system.
- Add the social media channel to your existing CRM to develop a customer-centric profile. You can manage the social media conversation in as much detail as you would a telephone, chat or email inquiry.
- Including social media activity on CRM allows a seamless conversation with a customer contact that starts on social media, but continues on another channel.
- Having information from all channels on your CRM allows:
- Brand Specialists to keep track of all the customer’s issues/transactions in one place.
- The customer to use their channel of choice.
- Brand Specialists to provide consistent customer experience across all channels.
Social Media Customer Care can be complex, but is necessary. About 47 percent of consumers ages 18-34 have complained on social media about a brand’s customer service, according to Microsoft. That compares to 29 percent across all age groups and 12 percent of consumers ages 55 plus. With a structured approach and a focus on key brand elements, organizations can establish a comprehensive channel strategy and consistently deliver an exceptional experience to their loyal customers.