For example, as United Airlines or Iberia deal daily with a large mass of dialogues with customers through multiple channels, including social networks, with very different results. Given all of these factors, each of which carries real risks, how can major companies adjust their customer service strategies? At the speed of the social universe, talent matters. As social media shrinks timelines and amplifies the word of the customer, more and more companies are striving to deliver quick and easy resolutions, largely by empowering frontline employees with responsiveness and flexibility, rather than to stick to a particular rigid script.
Crowdsourcing has come to Customer Service, just like Amazon product reviews. User communities, for example, can become an irreplaceable resource for building a knowledge base that helps users, using experience and collective opinion. Considering the Gmail Email List volumes of data generated by these user communities on social media, mobile devices and so on, hiring the right talent to delve into this vast amount of data and gain meaningful insight is essential. Connect, integrate and orchestrate customer service points Social media and data skills are critical to all business processes. In the case of obtaining information about a product, for example, Twitter tends to be a faster medium than the company's corporate page, both when it comes to offering information and quelling rumours.
Any respectable effort around channel integration must address the issue of data quality, trying to unify customer identity rather than fragment it. Customer Service has not yet reached this point and on many occasions it is the customer who must make repeated calls, being bounced from one queue to another, and having to reconcile multiple contradictory responses. However, there is a demand for a multi-channel Customer Service, which also includes social networks. A recent survey conducted by Aspect found that four out of ten people prefer that companies use social networks to offer good customer service, rather than to promote their products.