In an earlier blog post new approaches to customer services were discussed, particularly in the context of putting the customer at the heart of these interactions. This post examines how, as social technologies become ever more pervasive, organisations must prepare for a customer service revolution. Gone is the humble letter to a distant ‘Customer Relations‘ department and in are new social technologies allowing the customer and service provider almost instantaneous interaction.

Transformational customer service

Truly transformational customer service is more than just successfully handling a disgruntled customer on Facebook or responding to a Tweet criticising a new product. Herald a new era for customer relations as the traditional concepts of customer service are challenged and the power of social media drives forward a revolution in Customer Relationship Management (CRM). How organisations harness the data from these social interactions offers vital input to a truly integrated and valuable CRM system.

As customers move away from corresponding by letter, fax and even telephone, customer contact centres are at the heart of these relationships and the use of technology not only to respond to the customer but to build new relationships is changing the nature of these relationships and the very construct of CRM.

Moving away from the transactional

New customer service channels present new challenges. Agents who respond to the customer who uses an online chat facility to engage with a call centre or corresponds with them via email must be trained how to respond effectively. It requires a different type of relationship to the traditional phone call scenario.

In addition, how organisations harness the data from these interactions is vital input to a truly integrated and valuable CRM system. Whilst Salesforce has Chatter and Oracle has social elements within its new Fusion CRM offering, we're not quite at the stage where organisations are able to harness this data effectively to have a single customer view which spans across channels.

This is about organisations moving away from transactional CRM to something much more revolutionary.

As scripted conversations and response templates become much less critical, it is essential to empower the frontline contact centre agents to engage with customers in an entirely different way. A way in which trust and brand equity is established and through which a relationship is developed between both the organisation and the customer. As customers demand faster and more pro-active customer service this in turn requires more highly skilled contact centre agents who are able to respond quickly, appropriately and with authenticity.

Social customer service

Increasingly social media is not just a key service channel but the service channel of choice for customers. Handling these interactions in a way which enriches the customer experience and increases customer value is critical. A global mobile phone manufacturer now responds to more Facebook posts, Tweets and forum posts than it takes phone calls, letters or faxes. Customers are leading the trend and technology is desperately trying to catch up.

Customer services are going social. Are you ready?

Adam Quigley
Adam’s is a Consultant with a background in Change Management, particularly on large scale CRM implementations. Adam’s latest client was a global mobile phone manufacturer where the focus of the project was to introduce internationally standardised processes for improved customer service. He has an active interest in social media and digital engagement particularly in the context of customer service and customer relationship management.
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