Marketing and customer experience management have come a long way in the past decade. With the ever-increasing use of the internet and social media, CXM trends have changed a lot. Calls as a channel have always been one of the most preferred channels through which brands reach out to brands regarding queries. However, in recent years, channels like social media, emails, and chatbots have also gained a lot of popularity. This has made it an additional task for customer service professionals to effectively manage all these channels effectively.

Analytics is the foundation for any successful CXM process. Understanding what’s happening on a granular level can help in ensuring the highest levels of productivity resulting in higher levels of customer satisfaction.

With the changing times, brands are required to ensure they are handling all voice and nonvoice channels effectively. Most brands have a dedicated platform for managing their contact center and very rarely a robust platform to track all web conversations. While some brands may have integrated platforms to ensure a holistic coverage of customer conversations, very rarely do they have robust analytics capabilities like Konnect Insights which provides unified dashboards and analytics of social media as well as contact center analytics within one platform.

The Role of Social Media in Modern CXM

Social Media is now used by over 60% of the population. This has made it a prime avenue for consumers to discuss the experiences that they have had with brands and also develop opinions regarding specific brands. This can be attributed to social media becoming the prime spot for brands showcasing and marketing their offerings.

Additionally, for critical issues, customers want to feel heard. This may lack in direct conversations on channels like calls, emails, etc. Social Media provides such customers a huge platform to showcase their grievances.

With brands relying on social media as a channel to showcase their offerings, it is very critical to ensure and measure the conversations taking place on these platforms. Negative conversations can have a reverse effect on customer perception deterring them from the brand.

These factors have made it very critical for brands to maintain their customer experiences on social media.

The Importance of Contact Centres in CXM

We all have contacted a brand through IVR. There is no denying the fact that they are the most straightforward way of contacting a brand. Calls as a channel enable a speedy resolution to the customers’ queries. This has been the traditional mode for decades and users are used to this making it a no-brainer for brands to use contact centres like Genesys to deal with all their incoming calls.

61% of consumers still prefer to speak to someone over the phone when they require assistance. This shows customers’ preference for calls as a channel to solve their queries. Additionally, 75% also believe that calling a business will lead to the quickest response time. These statistics clearly show the relevance of contact centers in today’s modern landscape. Owing to its direct connection capabilities, such channels will never be out of trend in spite of growing channels like social media.

Benefits of Integrating Social Media and Call Centre Analytics

We have now discussed why mapping social media as well as call interactions is important. Now let’s look at why brands are looking at integrating the way they map social media and call interactions. 

Brands may be using different platforms for both of these processes. For instance, a leading telecom brand in the Middle East uses Konnect Insights to map social media, web, and email interactions and Genesys as their Contact Centre. With the integration between these two platforms, the brand is able to generate very powerful analytical dashboards that have data regarding these interactions within a single holistic dashboard. 

This seamless integration has resulted in huge advantages for the brand:

Enhanced Omnichannel CXM

With the integrated analytics, the brand was able to unify customer experiences. They were able to effectively track their social media and contact center conversations under a single dashboard making the whole CXM process more seamless.

Real-time Data Sharing

The integrated dashboard consolidates all the data in the backend reducing the dependency on manual efforts. This results in the ability to track performance on real real-time basis and be in tune with the latest market trends.

Comprehensive Customer Profiles

Tracking social media and contact center traffic within a single platform, gives brands the ability to make holistic customer profiles. These profiles can come in handy when customers contact the brand through various channels

Key Challenges in Integrating Social Media and Call Centre Analytics

With the latest advancements in technology and access to the internet, the use of social channels has become more common. With traditional channels like emails and calls being the usual norm for customer care, brands are now in the dilemma of how to effectively manage interactions across all these varied channels.

Most brands use a dedicated social media listening platform to track all their social media conversations and a dedicated contact centre to track inbound calls. Now the problem arises when a customers contacts them on both these channels simultaneously. When a proper integration is not present, this causes a hige gap in the communication with the customer negatively impacting customer satisfaction. 

To ensure that the customer experience is truly seamless, brands need to find ways to integrate their existing set up of social listening platforms and contact centres. But this isnt as straightforward as it sounds. Here are a few challenges:

Huge Costs

Integrating platforms isn’t a cost-effective affair. It takes a lot of manual labour as well as technical expenditures to develop a successful integration

Lack of user-friendliness

Integrating platforms that aren’t designed in a way that supports integrations can result in a lot of usage gaps. Functionalities may glitch and mistakes can happen, hampering the overall user experience.

Lack of Unified Reporting

Even if platforms are integrated, the functionality to have a unified reporting avenue is very rare. Most platforms have their own unique way of fetching data which may cause issues when trying to get unified data for reporting.

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Overcoming Integration Challenges

Opting for platforms like Konnect Insights for your social listening functionalities and Genesys as a contact center can enable you to take advantage of prebuilt integrations. The functions are as simple as plug and play and users get a holistic view of the customers across social media as well as calls. Konnect Insights’ robust ticketing capabilities ensure that CXM teams never miss a conversation.

To learn more about this robust integration BOOK A DEMO with our consultants

Konnect Insights and Genesys integration provide users with the functionalities to get a holistic dashboard and reporting capabilities with all social media and contact center performance data consolidated within a single dashboard.

Conclusion

The importance of unifying contact centers and social listening platforms is quite apparent. Brands need to keep up with shifting customer care demands and ensure their offerings are in line with what is required for the best possible customer experience management. Choosing platforms with prebuilt connectors and a seamless flow of data can enable you to extract the most out of your customer care efforts.