Salesforce.com And Radian6 - What Does It Mean For Customer Service?

Today, salesforce.com announced the intent to acquire Radian6, a leader in the social media monitoring space. You can find the details of the definitive agreement here. What I want to focus on is what this acquisition means to customer service.

  •  First, the social listening vendor landscape is crowded and ripe for consolidation. Salesforce.com has just picked off the best vendor in this category of vendors, according to a recent Forrester Wave™ report. Radian6 helps salesforce.com extend its core customer service capabilities to the social channels like Facebook and Twitter, which are becoming increasingly important for companies looking to offer a differentiated customer service experience. This is not the first acquisition of this type; however, it is the most significant one, based on salesforce.com's market share and customer base. Expect to see similar acquisitions by CRM and customer service vendors in the future.
     
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Co-Browsing: A Technology Worth Considering

I’ve had an abundance of inquiries recently on co-browsing — allowing a contact center representative to interact with a customer using the customer's web browser — so I wanted to share some thoughts on the topic here.

First, the cautionary tale: I believe it that co-browsing can potentially be a solution looking for a problem. For example, if you are looking for a solution to customers having difficulty understanding how to complete a form, it may be more cost-effective to do a page redesign or offer click-to-chat.

But that said, co-browsing — when implemented at the right time and place — can be an effective approach to escalated and personal support. Co-browsing can be used for many objectives including support, sales, product selection, and account management. The value proposition is that co-browsing can improve call handle times, support sales, enhance customer satisfaction, and — in some instances — be a teaching tool that deflects future telephone calls as customers learn how to perform tasks in a co-browsing setting.

Co-browsing can be an effective tool when it is offered at the right time to the right customer.  Here are a few key considerations for companies thinking about offering co-browsing:

  • There is consumer interest in the technology. According to the North American Technographics Customer Experience Online Survey, Q4 2009, 15% of US online consumers say they would be interested in using co-browsing as a customer service channel in the future. And before you ask — as I know some of you will! — there was no variation in the data by gender or age. In other words, interest was the same for men and women, and equal between Gen Y consumers and their grandparents.
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