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According to contact center software firm Playvox, to provide a true omnichannel experience, brands today recognize the need to assist customers in the platforms where they feel most comfortable. This commitment includes consistent accessibility via email, chat, phone, and social media.
Playvox is a cloud-based platform to help quality assurance teams monitor agents’ performance and streamline customer service processes. It includes support for social media.
The company increasingly sees its customers adopting social media as a standardized business practice, noted its Chief Product Officer, Alex Bullen. A significant aspect of Playvox’s mission centers around guiding brands through the intricate process of transforming CRM platforms into versatile omnichannel workhorses.
“We are seeing this more as an effort from brands to better serve their customers by supporting how and when consumers want to interact with brands, including on social media,” Bullen told CRM Buyer.
Embellishment Strategy
More than one approach exists to make social media integration work. However, Bullen declined to discuss what could be a key element in integrating social media on CRM platforms. He remained mute on whether successful integration depends solely on brand messaging on social media or whether responses and other customer exchanges are equally critical.
He did say, though, that integration can be separate from a brand’s existing marketing outlets. Social media can serve as an embellishment approach for brands that want to prime their advertising efforts.
“Offering support via social media is simply smart business [to] being available to consumers in their channel of choice,” he offered.
Transformative Effect of Social Media on CRM
According to McKinsey & Company, in October 2021, social media users numbered 4.6 billion worldwide. Adoption averaged 13 new users signing up to their first social media account every second. Consequently, social media is fast becoming a primary communication channel and social interaction for many brands.
The same report noted that how customers engage with companies on social media is also changing, according to Bullen. Previously, many customers turned to social media as an escalation channel when more traditional service channels failed to address their concerns.
“Today’s customers are increasingly using it for general requests, queries, and feedback — even compliments,” he said.
The pandemic played a pivotal role in spurring social media integration with CRM. According to the social media management platform Hootsuite, social media messaging grew 110% during the pandemic as the preferred method of customer service communication.
This shift was driven further by the recognition of social media’s vast potential and opportunities for engaging with customers and enhancing customer service.
According to contact center software firm Playvox, to provide a true omnichannel experience, brands today recognize the need to assist customers in the platforms where they feel most comfortable. This commitment includes consistent accessibility via email, chat, phone, and social media.
Playvox is a cloud-based platform to help quality assurance teams monitor agents’ performance and streamline customer service processes. It includes support for social media.
The company increasingly sees its customers adopting social media as a standardized business practice, noted its Chief Product Officer, Alex Bullen. A significant aspect of Playvox’s mission centers around guiding brands through the intricate process of transforming CRM platforms into versatile omnichannel workhorses.
“We are seeing this more as an effort from brands to better serve their customers by supporting how and when consumers want to interact with brands, including on social media,” Bullen told CRM Buyer.
Embellishment Strategy
More than one approach exists to make social media integration work. However, Bullen declined to discuss what could be a key element in integrating social media on CRM platforms. He remained mute on whether successful integration depends solely on brand messaging on social media or whether responses and other customer exchanges are equally critical.
He did say, though, that integration can be separate from a brand’s existing marketing outlets. Social media can serve as an embellishment approach for brands that want to prime their advertising efforts.
“Offering support via social media is simply smart business [to] being available to consumers in their channel of choice,” he offered.
Transformative Effect of Social Media on CRM
According to McKinsey & Company, in October 2021, social media users numbered 4.6 billion worldwide. Adoption averaged 13 new users signing up to their first social media account every second. Consequently, social media is fast becoming a primary communication channel and social interaction for many brands.
The same report noted that how customers engage with companies on social media is also changing, according to Bullen. Previously, many customers turned to social media as an escalation channel when more traditional service channels failed to address their concerns.
“Today’s customers are increasingly using it for general requests, queries, and feedback — even compliments,” he said.
The pandemic played a pivotal role in spurring social media integration with CRM. According to the social media management platform Hootsuite, social media messaging grew 110% during the pandemic as the preferred method of customer service communication.
This shift was driven further by the recognition of social media’s vast potential and opportunities for engaging with customers and enhancing customer service.
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