Mark Fidelman posted a smart piece last week on the importance of sound social business strategies. His piece focuses on moving from social media tactics to evolving a social media strategy that is broader than just establishing a social media policy and having a corporate Facebook page. He sees the need for a social business strategy that lays a roadmap to fully leveraging the knowledge of employees, customers and partners. Like Mike Sheridan’s his recent blog All Business is Social but How Social is Your Business? the idea of the social business moving beyond a business with a social media strategy to one that makes social practices part of their operating DNA is rapidly gaining momentum.
While Fidelman is talking to the enterprise as a whole, these concepts and principles are even more relevant for the customer contact center, the epicenter of customer engagement. In fact, with the increasing consumer use of Facebook and Twitter and multiplying customer service mediums, you can argue that the contact center needs to be the epicenter of a social business. Consider the following parallels:
1. Make subject matter experts “heroes.” Making expertise available and visible to those on the front line of the connected consumer – in real time – allows the contact center to respond rapidly and potentially resolve increasingly complex customer issues within a single interaction.
2. Build a community. Customer engagement is all about building a community internally – and extending it beyond the walls of the enterprise to customers. Harmonized multi-channel engagement backed by a collaborative organization is the new key to contact center success. Breaking down channel silos opens up the ability for that anytime, anywhere customer engagement. Breaking down departmental walls allows agents to connect with each other as well as with marketing, finance, fulfillment, legal or even suppliers if they need to – without abandoning the customer. By doing both, organizations create deeper, more productive customer engagements.
3. Leverage collective intelligence. This is also cited as a way to create an atmosphere where individual learning can be shared to create a more organic knowledge center. By enabling agents to gain, share and house knowledge, they not only the right information at the right time – and have built-in reinforcement – but this kind of environment reduces onboarding and re-education efforts considerably.
Social business is quickly becoming business as usual. Are you ready?
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- The New Rules for Customer Service - December 4, 2018