Social Media and the Contact Center: A Love Story

By: The Clarabridge Team

October 18, 2017

Clarabridge Engage
Digital Customer Service
Social Media
Social Customer Service
Social Media Engagement

Once upon a time, the contact center was seen as nothing more than long hold times and frustrated customers. Without an alternative, customers loathed dialing in and speaking to customer service representatives because that meant that every time they were transferred, they would have to repeat their question or issue. Evolving social channels meant instant help and an increase in customer expectations overall. Unfortunately, most contact centers haven’t been able to keep up. From issues with agent retention to siloed departments, bad experiences within the contact center have become magnified by customers calling out businesses on public platforms.

Meanwhile, social media is becoming one of the preferred ways for customers to research and engage with a brand. For a while, businesses thought that a successful social media strategy would save their CX efforts, but as brands scramble to understand social media and implement social media engagement plans, there is still a huge gap that has yet to be filled to ultimately increase customer satisfaction. Customers tend to have product and service inquiries (most times specific to their order or need) that social engagement teams simply aren’t equipped to assist them with. This often results in a fragmented experience for the customer since they move from awaiting a response online to finding alternative methods of getting answers.

Now at Clarabridge, we’re no matchmakers – but filling the void in both the contact center and social media seemed pretty obvious to us. With increasing use of online activities to reach a business solution, it only makes sense that contact center and social media management teams both put their best foot forward for one cohesive solution. When you marry these two teams, here’s what happens:

  • Customers get the help they need- regardless of where/how they ask for it.
  • Customer service agents that have insight into a customer’s previous issues that were initiated on social media and are able to assist them based on the information they already have. This mitigates the issue of customers having to repeat themselves or feeling like they are running in circles to get answers.
  • Using filters and categorization models, both teams have insights into trending issues or questions on social media that people have about their brand or industry – even if they aren’t directly mentioned.
  • Controlling the conversation by prioritizing and routing exchanges allows agents to have a sense of autonomy and ownership over issue resolution– without agent overlap.

Bringing customer service into a social media environment means you’ll gain valuable insights about the customer lifecycle. From an external level, you’ll be able to see the types of conversations and questions customers are asking at various phases of the sales cycle. For instance – if they are just doing research, you’ll see that they’re asking their network for recommendations for the best vegan food in town. Then you’ll see straight from the customer’s mouth what they consider to be the best – and if you’re included in the ranks. From an operational standpoint, you’ll be able to see how quickly customer inquiries are being resolved and where the hiccups are. This will help you to make strategic decisions that will drive a positive impact on customers and employees alike.

Ready to take your relationship with social media to the next level? Get a demo today.


Denasia Pinkard, the Content Marketing Manager at Clarabridge, is responsible for the production of all content from concept to execution. With over 10 years of writing and editorial experience, her specialty lies in communicating the value of seamless customer experiences. She has a BA from Morgan State in Telecommunications, and an MA from UMUC in International Marketing Management. Follow Denasia.


social customer