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Successful multi-channel selling and services strategies
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By Jose Allan Tan | Mar 18, 2010
Twitter. Facebook. Blogging. SMS. Chat. These are just some of the new channel jargons that businesses are trying desperately to understand and integrate into their marketing efforts. For many, success is distant and uncertain.
One operation that is facing this shift directly is the customer facing aspect of the business. This is most evident than in the contact center. Contact center operators are cautiously trying to figure out what these new channels present as a business opportunities. They face two distinct but intertwined challenges in the process. One has to do with identifying what technologies can integrate their business into the world of Tweets and social networking. Another is how to quickly turn these new investments into profits while minimizing the negative impact on agent productivity.
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| Shivanu Shukla |
Shivanu Shukla, an industry manager with Frost & Sullivan, has been tracking the evolution of social networking within the contact center in Asia Pacific. He observes that using multimedia applications for customer interaction has been on the rise, although adoption so far has been ‘lukewarm’.
“Using email has been around for sometime. However, applications like Web chat are beginning to see increased interest from many enterprises in the region. Even newer social channels such as Twitter and Facebook are seeing strong interest from enterprises in this region,” said Shukla.
“Currently, marketing and corporate communications teams are toying with the idea of using social media for branding and marketing. However, using social channels for customer interaction is also garnering strong interest from contact centers.”
The contact center business is all about driving people productivity, but the focus has mostly been on getting the most from people resource. Non-people investments tend to be limited to the bare minimum, with only the large contact centers willing to invest in new technologies to further raise productivity and improve customer satisfaction.
