In a world that is becoming increasingly more connected, it seems that everything moves at a faster pace. Scores of information can be located in mere seconds with just the click of a button. People on opposite sides of the world can communicate in real time.
Because we’ve become accustomed to such instant access and fast response times, we begin to feel like everything should happen that quickly. Not only has technology affected our attention spans, but it’s also made us more impatient.
Point is, your customers are so connected now that, by nature, they’re going to be using various means of reaching out to you, whether it’s a phone call, an in-person visit, or via social media.
And if they have a problem, they don’t have the time or patience to explain it to three different people in three different places. This is why your customer service must be absolutely seamless, end-to-end.
It is imperative that brands enable cross channel customer service and have a near 360-degree view of their customers. You need to recognize that the person calling your service line is the same person who is tweeting about it or posting about it on Facebook. Also, by having a near 360-degree view, you create a unified experience for your customers because you have a solid understanding of who they are, what they want, and what they need. You know their expectations, so you can work to exceed them.
Some businesses can’t wrap their heads around how this can be done. Integrating your Social Media Management Platform to your CRM system is a necessary first step. Integrating the two allows you to track interactions across social and traditional channels. If a customer mentions your brand, you can track it and is part of their ‘uber profile’ on your system. If they raise an issue on social channels, a customer care case can be created even before he reaches out to you over traditional channels via email or a toll free number.
The end result is that you’re getting a more complete view of the customer.