Why Your Contact Center & Social Customer Service Teams Should Walk Hand in Hand

By: Sofie De Beule

November 21, 2016

consistent customer experience
contact center
crm system
customer centricity
customer experience center
customer experience strategy
customer service strategy
seamless customer experience

This decade, social media is probably the biggest challenge to tackle for contact centers. Because the volume of customer interactions on social has grown, organizations need to build a coherent strategy for both the contact center and the social customer service team. Whether your social customer service team is embedded in the contact center or not, these two departments should join forces.

Here are 3 key reasons why your contact center and social customer service teams should work side by side, and ensure they’re aligned:

1. To provide customer-centric support. Customer-centricity isn’t new, and it’s been given a whole new meaning in the context of customer experience; nowadays, it’s all about providing a seamless, frictionless experience. Customer-centricity starts and ends with customer service.

Basically, it boils down to this: the customer gets what he or she wants in a fast and easy way, regardless of touchpoints or channels.

In addition, customer service is not just a cost, it’s an important revenue driver. Customers are now in control of the conversation. They demand high-quality service, no matter what channel. Whether it’s in a store, on a company’s website, or from a smartphone. A CRM system is pivotal to providing customer-centric support. It allows the organization to document all these customer service interactions, and gives agents a way to swiftly understand the context of a conversation, regardless of the channel.

2. To deliver on a consistent experience. In its essence, social media is just another channel for customers to reach out to a business. Because it’s still relatively new, companies tend to treat it differently. However, social customer service should be just as much a part of your customer service vision as (traditional) channels in the contact center such as chat, telephone, email, etc.

In order to make sure your experience is the same on all channels, you need to create a seamless vision too. A great way to build a consistent vision is to staff your social customer service team with employees that you recruit from your contact center. Or, you can create a contact-center agent team, and make it jointly responsible for social customer service. Having blended customer service agents even increases motivation as their set of tasks gets more diverse.

3. To improve work efficiency. Deflecting a query to the contact center center is no longer an option. Whether or not your social customer service team is part of your contact center, you need to be able to answer their questions and handle their issues on social channels. This means scaling your efforts. The way to do this is to align your goals, metrics, and resources in order to quickly adapt to changing conditions. And let’s face it, there’s no department that’s more subject to change than Customer Service.

Read our eBook Transforming the Contact Center Into An Experience Center, and learn more on how to modernize the contact center, and make sure all teams are aligned.

Sofie De Beule is Content Marketing Specialist at Clarabridge. She helps establish Clarabridge as a thought leader for Social Customer Service and Customer Experience. Sofie’s an Engagor expert, Clarabridge’s best-in-class social customer service solution, inspiring brands on how to manage and get their social customer service program off the ground. Sofie holds a bachelor’s degree in Public Relations & International Marketing from Artevelde University College Ghent. Read more from Sofie on Twitter @sofiedbeule.