Mobile, Social, Real-Time.
Below is an excerpt from an article in CRM Magazine online about how the internet is changing the playing field for CRM:
"Fifteen years ago, when the Web was still in its infancy, the driving force
for CRM was a device that had been around for more than a century: Alexander
Graham Bell's world-changing telephone. Customer service was conducted almost
entirely through this medium, and CRM innovation was driven by almighty contact
center metrics such as "average handle time" and "first-call
resolution." Time on the phone was the only currency you had with
customers, and eliminating as much of that time as possible was a measure of
your efficiency. For a while, it seemed like keeping the customer at arm's
length was the goal.
Not anymore. Here are six ways that the new Internet -- a mobile, social,
and real-time Internet -- is changing the playing field for CRM and putting
customers back in control.
1. Now is the new "on
hold"
Twitter added 105 million users in just four years; Facebook added more than
500 million users in the last six. What these hundreds of millions of people
have in common are their expectations. Customers now expect instant responses
from their friends on their location-aware mobile devices, along with immediate
service. Customer service organizations are challenged to provide real-time
responses to customers on any channel, anywhere, on any device. To do so,
service agents need to be empowered with a full set of contextual CRM
information, including a customer's current location, integrated
sales-and-service history, social media interactions, analytics, and relevant
product and service recommendations. One recent example of this occurred in South Africa
for the 2010 World Cup, when South
African Tourism provided real-time service to over 300,000 mobile, social
fans on Twitter, and delivered an amazing customer experience
to World Cup visitors."
Interested in reading the entire article? You can do so here.
-Brianna