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Guest View: Contact centres as social media hubs

Abhijit Banerjee | July 5, 2013
This decade will see the advent of a new dimension to contact centres – the social element, driven by the need to listen to customer conversations, real time.

Social enabled contact centers prepare your front line staff
to be better prepared, responding to  consumers in a context
without them having to spend hours to manually search/
research for discussions around a brand.

5.    Gather Valuable Consumer Feedback - Organisations give an arm and a leg to understand what consumers think about their newly launched credit card, service offering, cars, holiday packages and so on. You can either send out an army to source customer feedback or do it the smart way by scanning the social media for the chatter around your brand, product or service. It is a guarantee that consumers will use your product or services and express their love or hate socially.

Your contact centre must be technologically enabled to capture this chatter and serve it to your brand, customer care, marketing and/or business teams. These technologies can serve valuable customer feedback; locally, globally, sliced and diced as you want to consume it, which can form important fodder for your next go to market campaign.

I would like to end with a very succinct table, by Contact Center Pipeline, which captures some commonly used contact centre technologies on which an element/layer of social can be added.

Table 1 
Table - Contact Center Pipeline

Abhijit Banerjee is Vice President and Region Head, APAC, at Servion Global Solutions.


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