About three months ago, a contact center professional – someone I respect – said the following thing during a conversation on social media and the contact center. I’m paraphrasing only slightly:
“Most contact center managers don’t really care about providing support via social media. They just want to know about posts and tweets that make their contact center look bad, and deal with those”.
My first thought was “Them’s fighting words!” Not that he was talking about me, but his statement is a gut shot that’s an indictment of the core tenet of contact centers and their role in providing service and support. And it calls into question the motivations and allegiances of contact center managers. That’s serious stuff.
Thick Skin
The following posts are the types of things the person in question was referring to:
- - Seems [company name removed] @Support don't like criticism - first RT #Fail - now @mentions not showing - can they get any worse? #FAIL
- - Your german customer warranty support company [company name removed] is a no-go!Not reading error desc., #fail during repair.#incompetent
- - [company name removed] Frustrated with your customer service!! Phone stops working after 1 day in Greece, no way to email quickly, chat no working. #fail
- - The Customer Service agent [company name removed] even could not tell me why the issue of fake activation of packages was there #FAIL #Disgusting
Nobody likes to be the target of a complaint, especially if it’s in a forum as visible and as near-permanent as the Internet. But having thick skin goes with the job description for contact center managers and agents. They, and support execs, expect some degree of venting, both during one-on-one interactions and through public channels such as Twitter.
But does this mean that the potential black eye from such posts is contact center managers’ top concern? That dealing with such messages and mitigating their impact is, when it comes down to it, what contact center managers really care about?
Prioritization and #fail
Successfully dealing with social media in the contact center is no easy task, of course. And the prospect of dealing with every potential support opportunity across the Social Web is, to say the least, overwhelming. Contact center budgets are seemingly always taxed, so dealing with the existing volume of incidents is enough of a challenge, let alone handling incidents that arise via social channels.
So you’d be crazy to even attempt trying to (1) find, and (2) respond to every possible tweet on Twitter, or comment on Facebook, YouTube, blogs, and communities across the Web.
Prioritization and filtering, therefore, are valid and essential tools. And they may be based on such things as:
- hash tags (#fail, #suck, #problem, #support)
- key words (company and product/model names and common misspellings)
- sentiment
- customer value (if the customer is identifiable)
- influencer level (based, for example, on the number of Twitter followers or other social graph calculation)
But prioritization and filtering are done in order to help solve pressing problems and enhance the organization’s brand image. Making the contact center look better might be a positive side effect, but does any contact center manager really see it as the be-all-and-end-all?
Not the Contact Center Managers I Know
Both immediately after hearing that zinger and in the months that followed, I’ve thought about the contact center managers I know, and I’ve run through my mind the dozens and dozens of conversations we’ve had. I can’t come up with any instance, not even a single phrase, that would have substantiated the opening quote. Everyone I’ve interacted with, to a person, puts the needs of the customer and the organization above their own.
Even over the past few weeks, as I’ve had numerous meetings with contact center managers regarding an initiative here at RightNow Technologies, I’ve subtly poked at this. None of these managers gave any hint of a CYA or defensive mindset. To the contrary, they all emphasize the opportunities that social channels provide, not only to provide support and turn a complaint into something positive, but also as mechanisms for gathering insights into their own organization, for collecting ideas about improving processes, and for tapping into the early warning system inherent in the Twitterverse and Blogosphere. The examples they provide and the reports they show are all in line with this perspective.
So, after exploring whether the original statement might be based on some degree of truth, I’ve come to the conclusion that the person’s comment was misguided at best, and cynical at worst. Social media in the contact center is a challenge, for sure. But the contact center managers I know have priorities well beyond how good or bad their teams look on Twitter.
Maybe I caught him on a bad day.
Matthew Lees leads the Social Practice Group for RightNow Technologies (NASDAQ: RNOW) a U.S. software company that develops customer relationship management (CRM) software for enterprise organizations. It is incorporated in Delaware and headquartered in Bozeman, Montana. Before joining RightNow, he was a vice president and analyst with the Patricia Seybold Group, where he ran the group’s social media research and consulting practice. He has published over 50 research reports and trade magazine articles, and has presented his work at dozens of industry events.
Twitter: @mlees
Blog: http://www.socialcx.com