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Top 3 Emerging Social Media Trends Impacting Contact Centers in 2017

CRMXchange

Presented By: CRMXchange



Top 3 Emerging Social Media Trends Impacting Contact Centers in 2017

telerx.march2017Presented By: Telerx

By John MacDaniel, senior director, digital and voice of the consumer, Telerx 

A base principle of the most successful customer care operations is to meet the customers where they are interacting with brands. No longer limited to handling incoming calls and emails, contact center agents are equipped to address customer inquiries on social media. Unlike traditional phone and email contact, in social media, the channels, format and “rules of engagement” are constantly evolving. That makes it increasingly important for contact centers to be flexible and to adapt to changing trends, so that they can enhance the customer experience and improve customer satisfaction.   

Let’s take a look at three social media trends that are changing the way contact centers are interacting with customers in 2017: 

1. Creative use of video. In 2016, social media could have been called the “year of video” — and we’re not just referring to YouTube, as other channels saw the explosion of video, including Facebook Live, Snapchat filtered videos and more. And this trend is expected to increase. The American Marketing Association estimates that by 2019, video content will be the driving factor behind 85 percent of search traffic in the U.S. While marketing and promotional usage has been behind most video content, more brands are currently leveraging — and will begin adopting — the popularity of video content to handle customer care. For example, embedding instructional videos into social media posts is one way to address frequently asked questions about how to assemble or operate a product. 

2. Embracing shoppable social media content. Social users are more likely to buy from brands or influencers they follow, and our prediction is that we will see social platforms continue to create new ways to make it easier to follow and encourage the customer from mere interest to click-to-buy to an actual sale in the coming months. Beyond marketing purposes, there’s room for customer care to be a participant in these social conversations surrounding direct shopping through social media. Brands and contact centers might consider making agents available to answer product questions, share shipping/delivery information and timeframes, or to respond to positive/negative feedback.  

3. Looking for insights in public social media posts. There is a never ending mass of public data available on social media, and searching for targeted keywords or hashtags can uncover customer feedback, insights and thoughts surrounding a product, brand or industry at large. All too often, customer care teams are too narrow in their focus, looking at only addressing individual interactions rather than looking at what’s taking place in the social media sphere at large. This year, we will see more brands consider how to gather, manage and analyze public social data. Mining this data helps inform brands of customer perceptions and issues; those issues can then be prioritized in customer care programs and help inspire innovation. 

John MacDaniel has more than 25 years of experience in the contact center industry. Since 2008, John has focused much of his attention on social media, with a bent on defining and expanding the contact center’s role in supporting brand social media initiatives. He works with a number of Fortune 500 companies, helping them leverage their contact center operations to provide engagement and monitoring, and providing them a reporting solution that analyzes social media and traditional contact center activity.