There is no longer a question of if companies need to use social networks to manage customer service and improve sales. The question is how well are they being utilized? Fernando Ayala, Presales & Business Development at Presence Technology, posed this question to attendees at the Annual IX Congreso Adino for Contact Centers and CRM, held in Bogota, Colombia, in his presentation “The Use and Importance of Social Networks for Sales and Customer Service”.
When it comes to expressing opinions, whether complaints or positive comments, social networks have become the preferred forum for consumers. The main goal of any social network is to provide a forum for like minded people to interact with one another. Social networks provide a community atmosphere, in which consumers feel their opinions will be acknowledged.
Companies must learn to channel the customer feedback they gather on social networks because this information has “a significant impact on organizational activities, since this is a communication channel for customers and users,” highlights Ayala. As a result, customer service centers now require software that is able to manage interactions with social networks, allowing companies to react to customer requests and feedback in a timely and effective manner, providing quality service, and ultimately boosting sales profits that come from satisfied customers.
In the age of Customer Service 2.0, social networks have become an essential interaction channel, and consumers now expect companies to offer multiple methods of communications – including social media. A multichannel technology solution is needed to effectively manage this channel, so that companies do not miss opportunities to increase customer satisfaction and boost revenue.