Today customer communicates through multiple channels to connect with friends, family, and companies. Many businesses are following multiple media channels, such as blogs, micro blogs, Facebook, LinkedIn, video and image sharing, to interact effectively with their clients and provide them better customer services.
What is Social Networking?
It is the process of building and managing customer relationship by using the Internet or online communities like Twitter and Facebook. The network fosters better communication between businesses and consumers, through forums like YouTube, blogs, and other public mediums. Social customer relation management combines end-user relationship management tools with social networking tools, to enhance customer experience.
Enhancing Customer Experience through Social Media BPOs
Call Centers augment customer experience by understanding, meeting, and delivering prompt solutions to the end users, from start (pre-sales) to end (post-sales). According to the Economic Times, leading BPOs like Aegis, Aditya Birla Minacs, and FirstSource are proactively reaching out to clients through social media platforms such as Facebook and Twitter, to manage healthy relations with them.
Aditya Birla Minacs invested about $11 million in the social media services. The company currently offers reputation management and keyword monitoring services to its top five clients, and is planning to increase it to 12 clients. Consequently, FirstSource is supporting client forum interactions through social media channels to promote companies products and services, as well as actively generate response from the users. GenPact, one of the leading BPOs in India, acquired a media research company, Empower Research, having the capabilities of social media monitoring and research in the year 2011. With this acquisition, the company entered into social media service management.
The Social Media Industry Report of 2012 suggested that the top three social media channels used by call centers for networking are Facebook, Twitter, and LinkedIn. The number of participants outsourcing social media efforts increased from 14% in 2010 to 28% in 2011. Moreover, Gartner forecasted that by 2015, organizations not using social media platform as a medium of communication, may damage its reputation in the industry. The three important reasons for delivering exceptional services through social platforms are as follows:
1. Increases Customer Response: By using social media networking sites, call center can easily gather valuable insights from the customers. This further helps them in remotely addressing customer issues in a cost-effective way.
2. Accelerate the Process: Social media call centers generate faster response in less time, as compared to the traditional BPOs. The channel decreases average time taken to handle grievances, and hence generates brand awareness by augmenting client satisfaction rate.
3. Lead Generation: Call centers specialized in using social media platforms for handling customer services typically prepare FAQs (frequently asked questions) for the top ten issues faced by the user. Creating this content helps company in identifying and generating qualified leads.
Thus, the advent of social media platform has phenomenally changed the rules of customer care service industry.