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Posted by Kate Leggett on August 17, 2011
We all know that companies are trying to leverage social channels for customer service. But how can they be deployed in a way that adds value to an organization? Here are my thoughts:
You can’t implement social technologies in a silo within your contact center because you have to be able to deliver a consistent experience across the communication channels you support: voice, the electronic ones, and the social ones. Read my blog post on how you can do this.
Once you get the basics right, you are ready to add social media capabilities. Best practices include:
Customers should be able to start a discussion in a community, and be able to escalate it at any point to a customer service agent for resolution. When searching for answers on your site, customers should see relevant content from the knowledge base as well as pertinent discussion threads. Customers should be able to recommend discussion threads to be added to your knowledge base.
Be systematic in adding social to your channel mix. Advertise your new capabilities, measure your success, and tune your offering. Read my report on this topic for more advice. Or share thoughts with others on this blog.
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