Rising consumer expectations have helped drive the demand for sophisticated mobile applications in delivering social CRM and mobile care
. Businesses are finding that they need to offer a hybrid of communication channels to meet the needs of today’s time-starved customer.
Busy professionals want the ability to make the most of every minute. Whether it’s leveraging the five minutes they have standing in line at the grocery store or the 30 minute commute to work or school, social CRM and mobile care communication channels
have to be designed to align with that lifestyle. Mobile technology has helped make that a reality by allowing customers to get in contact with call centers at their convenience, no matter where they are or what they’re doing.
According to a recent Tech Target (News
, nearly 110 million Americans now have made the switch to smartphones. The growing popularity of mobile devices
has raised the bar when it comes to technological expectations from the contact center says consultant and former president of the International Customer Management Institute, Brad Cleveland. Utilizing rich apps for social CRM and mobile care also presents an opportunity to interact with customers on a whole new level.
Social media is playing a part in fueling the push toward richer social CRM and mobile care communication options. And, the last thing companies want is a disgruntled customer broadcasting his or her dissatisfaction to 500 friends on Facebook (News
). Monitoring applications can help these companies to address any negative sentiment quickly and resolve issues while they are still in their infancy.
The number of customers wishing to sit on the phone with a call center representative
is waning. Mobile applications are extremely useful in these instances, especially when a customer wants to lodge a concern but isn’t in a position to do so or doesn’t care to be vocal about it.
Mobile has also furthered social CRM and mobile care efforts by helping customer service reps and technicians keep in close contact with one another. For companies whose reputation is determined by the level of in-person service provided, this is crucial. By staying connected through tablets and mobile apps, techs working in the field are able to instantaneously tap into available resources such as billing information, manuals, and best practices that all contribute to a seamless customer experience.
According to Donna Fluss, creator and president of DMG Consulting LLC, however, the growing trend toward mobility does not necessarily equate to higher levels of customer service, especially within the call center industry. Many apps are still not properly integrated or are fragmented, which ends in customers having to repeat themselves or call back to verify their issue was resolved by the mobile app.
Companies that find ways to integrate new mobile apps with existing technology and provide agents the ability to search contextually will have the most success. Integration helps agents quickly find the answers they need while limiting the need for customers to repeat their concerns over and over again.
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Edited by Stefanie Mosca