Social networking boom drives call center evolution

Evolution appears to have come to the contact center business, driven by the popularity of social networking sites which have been tapped by enterprises for various marketing purposes.

As a result, many companies are now thinking of ways to connect their key customer service resource--the contact center--to social networks, according to online research firm Datamonitor.

In its latest report entitled: "The Rise of Social Networking and Emerging Channels in Customer Service," Datamonitor examines the potential market for customer service provided through online social networking and how that might be expanded to formal contact centers.

Ian Jacobs, senior analyst for customer interaction technologies at Datamonitor, explained that corporate presence on social networks has led to service interactions between companies and customers, noting enterprises of different types have started to look for ways to market their brands in social networks.

"Given the boom in popularity of social networks, enterprises of all stripes have started to look for ways to market their brands to potential customers through these services," Jacobs said. "Whether it is through online contests, coupon and discount offers, or just an extended presence to shine positive light on brands, social networking has become a darling of the marketing world,"

Jacobs reported the increased corporate presence on social networks has also led to service interactions between company and customer, wherein some of these interactions result from a direct contact from a customer to a company (akin to a phone call into a contact center).

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