Often, though, these customer service teams are silo-ed within the company. A customer can receive very different treatment from each. It can be difficult to get each silo on the same page. Best practices learned in one silo can fail to reach the others.
But customers don’t care about your silo problems. It won’t even occur to them that your company could respond in any way except with one voice. Whatever contact they have with any aspect of your company will, to them, represent your entire organization.
The concept of Customer Experience Management (CEM) addresses this problem. CEM consolidates every channel of customer interaction into one platform. CEM programs learn what customers think and want, disseminate those insights to every relevant silo, and ensure that they adapt their processes accordingly. The key is to be guided by the customers’ perspective, not that of whichever silo they happen to be dealing with.
Customer Experience Management starts with listening carefully to customers. Surveys of customers are of course vital, but Social CEM has gained equal, if not greater, importance. CEM software can assemble and interpret everything on social media concerning a company and its products. Then it can automatically turn those comments into actionable data. It is not enough to simply know whether reactions are positive or negative; businesses need to know exactly what is working well and what can be improved upon.
A strong Social SEM interface should also enable employees to easily respond to customer posts. It should provide insights about different locations of your business and about competitors. Only then can the CEM devise a sophisticated plan to improve deficiencies without sabotaging effective strategies and locations.
Social media has changed the way all businesses are run, and will continue to do so in ever-changing ways. If ignored, social media can hurt a business’s bottom line by broadly dispersing negative experiences. If tackled head-on with Social CEM, it can provide priceless feedback that helps a business improve and grow.