Customer satisfaction and value now involves much more than the call center. Today's multi-channel contact center may have: a phone, a web chat, a fax, a Facebook page, a Twitter account, a “Contact Us” page, and an e-mail and self-service support
option such as user forums and knowledge bases. At one time or another, customers may use one, two, or all of them.
Simply because one support representative doesn't fit all channels, many businesses, during any given inquiry process, are not able to provide a truly-consistent experience in support software
across multiple channels. Most support employees are not suited for all channels. While many contact-center managers have dreamed of having one team handling everything, in reality, this isn't practical. Because of the disconnect between applications, routing, workflow, and the different skill levels of customer representatives, it is almost impossible to assign one team to all of your channels.
Those support professionals that use social media networks, including Facebook and Twitter, need to excel at written communications and know how to effectively and efficiently use social media (especially when using Facebook-app support
). This is an extremely-important task: one mistake on Twitter is much worse than a mistake on a phone call. Thousands of people (or more) may see the statement on Twitter, as compared to only one hearing the telephone call.
In addition, many overworked, bored representatives routinely and repetitively write (or say) the exact-same responses, in e-mail (or on the phone), every time a given question is asked. Again, social media is different: If people see the same post or tweet repeated all the time, then they will assume that the company is lazy or has instituted a poor service. Social media needs to be individualized and personal to foster customer satisfaction and value.
Since many of the people using social media are dissatisfied customers that express their dissatisfaction in a company’s public forum, companies need to get the necessary policies together to both provide scalable support
in social media and also to decide if that is the right place to have a customer-support contact. Unfortunately, call center staffers aren’t always educated on their company’s other support options. In fact, a completely different department often has the responsibility over the self-service website or the mobile-support application, and nobody had ever thought to train the support representatives on these technologies.
When social media support showed, the one-on-one support call died. Every rep’s answer is seen by many visitors. When a company launches an initiative to provide customer service over Facebook, the biggest worry is staffing; Cross-channel contact center training is expensive and may not work, simply because it’s a matter of reps’ talents.
nanoRep provides customer satisfaction and value by solving the multi-channel support problem and offering a self-learning Q&A and FAQ
knowledge-base from all channels with on-the-fly, multi-language translations for a self-service usage.