We just published our 2014 Social for CRM Vendor Guide (if you are a Gartner client you can view it at http://gtnr.it/1ft8B8o ), and among the interesting insights is our survey that shows that Marketing controls Social strategy in 41% of enterprises, compared to 8% IT and 7% Customer Service. The more interesting evolution of social media strategy is the tactical transition that is going on wherein Marketing is reaching over to Customer Service and asking them for a hand.
What is behind the phenomenon? Marketing has done a good job of seeing the power of Social Media, and ran fast to seize the initiative and engage customers in new ways. Amazing things are happening with keyword analysis and crowdsourced reviews and recommendations, and plain old engaging in conversation. Kudos to marketing. And now something else is happening. As marketing engages more deeply with customers, you move beyond the ‘dating phase’ and sort of settle into a relationship. Who picks up the laundry, and did you take the dog to the vet?
In the case of social media engagement, this is: “I told you that I was unhappy with your service on Twitter, but when I called in, or logged in, there was no knowledge of my Tweet. What’s up? Or, you saw my post on Facebook (or in a forum, or in a community), and you said how sorry you were, but the same problem is still there. What are you doing about it?”
Marketing does not have the trouble ticketing systems, or case management systems, or problem resolution software, to capture an issue, associate the issue from Facebook with an existing customer record, generate a case, solve or escalate the case, split it in two, route it, close it, reopen it, join two cases, set triggers or attach support links, documents or videos (oy, you’re saying, enough of the details on customer support!).
Who does have the systems, processes, and skills to manage customer issues? Customer Service and Support. What has been seen as the lowly cost center by the majority of businesses, but viewed as the gem by the small visionary and enlightened companies, is now stepping up to advise marketing on best practices, and expanding resources and tools to handle social media engagement as part of the processes traditionally handled by the contact center.
The expansion of the brief / mandate of the customer service area is what is driving interest in our newest research on the Customer Engagement Center – the next generation of Contact Center. We have had overwhelming interest in the research, though we know that it will take time for the concept and term to catch hold. But the expansion of the contact center into a center that reaches our on social media, or detects issues from a vehicle, or the home, or equipment, and reaches out to advise and assist, will drive the transformation of contact center into Customer Engagement Center.
Marketing’s increasing partnership with Customer Service to engage customers more systematically and holistically across all channels – social or other, is opening up new opportunities for the business (or government or university!), and creating new challenges for IT, Marketing and Customer Service.
We are only in the first phases of this transition, and your insights have been helpful – so keep them coming!
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