Traditionally, contact centres only required phones and operators to answer the various calls. But since the 1980s, the world of contact centres has seen several waves of technological innovation, with, for example, the ACD (automatic call distribution) and IVR (interactive voice server) platforms, which improved call waiting and processing times.  

Today, customer service has drastically changed with the arrival of new communication tools. Now, it is no longer just about phone calls, but also about reviews on company websites, discussion on forums and especially messages on social networks.

The ICM (Customer Management Institute) states that 90% of people with an account on a social network have already contacted a brand via this channel, and 63% of these people believe that companies should offer customer service on social networks.

Why is using social media essential for contact centres?

First, you must understand that social networks are the media most used by new generations, for whom communication must be immediate and brief. These new generations often prefer to use web applications, with messages and chats rather than having to make a call.

With half of the world’s population using social media platforms, their integration is now a necessity for contact centres if they wish to stay relevant and efficient. When social media is used well, with CRM tools, customer queries can be handled more efficiently, professionally and in a timely manner. For example, you’ll be able to track previous interactions on different channels, so the customers won’t have to repeat information, making you and your customers gain time, generating less frustration and improving their overall satisfaction.

Using social media will allow your employees to handle multiple interactions at the same time, between 2 to 5, which considerably enhances the productivity of your contact centres, whilst significantly reducing waiting times.

Finally, it will also help you to measure your contact centre performance and efficiency. You’ll be able to compare your interaction performance to other channels and understand which areas of your service work and which ones need improvement, especially as social media users are often very keen to get their opinion heard.

How to integrate social media efficiently

Social media channels have their own rules, which is why they require new working methods. Here are some tips to help you implement a successful social media strategy in your contact centres:

• Familiarize yourself with the audience. Learning how they communicate and what interests them most will help you plan communication strategies. Social media calls for more familiar and direct language. However, as you’re still dealing with customers, make sure to always be respectful and have a perfect command of your grammar.
• Even though most of us use social media daily, it is essential that you train your agents to perfectly understand the social platforms you’re going to integrate into your contact centre strategy. It is not only a question of responding, if your agents do not know the characteristics of each platform and its dynamic, your service might become counterproductive.
• Always monitor the communications, so you can help your customers more quickly. For that, you can monitor screens or use CRM tracking tools. It will allow you to check the volume of queries you are receiving, know what time your contact centre needs to have more operators available, etc. Your CRM tracking tools will give you lots of precious data that will help you review your performance and increase your productivity.
• Create rules. It is important that the agents in charge of responding through social networks have manuals, scripts or customizable templates that serve as a guide.
• Be available and act fast. On social media, content is easy to share and can become viral in seconds, you must have a protocol for managing and preventing communication crises in the event of any incident or misunderstanding.

Social media channels are fundamental to providing a quality service in contact centres, as they have the power to transform any work environment by making most tasks easier and more effective.

Here at C3, we are always up-to-date on the newest technologies, so get in touch with our team on 01223 427700 or email info@c3.co.uk to find out more about our multi-channel contact centre solutions.