Social Business Part II: From Sociability to Reality


In my last post on social business, I talked about social business being a powerful global conversation: a conversation that allows us to share information at blinding speed. I mentioned one example of social business being the evolution of contact center to engagement center. But theoretical conversations don’t get us very far without a plan of action, do they?Social Business

OK, you want to socialize your enterprise but where do you start? Your organization likely already has a CRM application, but in order to create internal social collaboration, a truly social business environment, we need to expose the connectivity capabilities if they don’t exist already.

Typically CRM applications do:

  •  Maintain Master Customer Records
  •  Provide Interaction Tracking through a variety of channels
  • Support Process Automation for Case management using workflows and tracking activities

To create an enterprise socialsphere though, we’ll need to be able to save chat, email, and voice exchanges automatically into the CRM without relying on the agent. We should be able to create and present prompts — like upsell — based on a customer’s profile. And we need pass parameters like account information from IVR or Chat context messaging automatically to pop the preferred account screen for the agent on call acceptance

Web 2.0 digital functionalities like these are already pervasive on the Internet, so the idea here is to create an anytime, anywhere access environment with a single, internal routing engine. Doing this will ensure content and context continuity, flexible engagement strategies, and workforce optimization that will harness the social energy of employees, allowing them identify, retrieve and deploy resources in real time for optimal customer engagement.

Companies can do this by:

  • Learning from every interaction. Knowledge is everywhere and the ability to synthesize the intelligence about your customers, your resources and your processes from your interaction systems are the metrics that can help you continually improve results.
  • Gathering that intelligence. Putting data into context provides a view into your operations can help establish specific KPIs that will allow you achieve better, more consistent performance measurement.
  • Putting learning into action. Applied learning is what really creates a social business atmosphere. By putting alerts and notifications in place, identifying, rewarding and cross-pollinating best practices and informing, coaching and influencing how transactions are routed creates active, thriving and intelligent workflows.

 Social business success isn’t just about agents, social business also extends to the experts throughout the enterprise, the content creators and all back office resources who play a part in managing the customer experience. A social business platform leverages CRM and incorporates a robust, workforce optimization platform that minimizes customer service disruptions. By helping ensure that an organization consistently matches the right resource to the right customers at the right time, true synchronicity in the agent-expert universe can be achieved.

You can learn more about the architecture behind a social business environment here.