Social Media as Communication Channel

Social media has become an important communication channel for those who look for information and express their opinions about a brand and its offerings. In the contact center context, social media becomes a customer collaboration platform for monitoring conversations and interacting publicly with consumers. Social media monitoring platforms allow an organization to track and respond to conversations/views that are exchanged about the brand and not just customer-service questions. Monitoring these views provides actionable intelligence that can be later used to refine and rectify the shortcomings. If an organization is active online, this helps identify those customers who share their concern about a product/service long before customer care service.

LevisWilson
COO, astTECS Communications

                                                    44 ▪ Communication Today ▪ May 2012