Create and implement an all-purpose multichannel contact center

Your business model drives effective CRM social media integration

Social CRM can be as basic as adding Twitter and Facebook channels to interact with customers. And it can be as complicated as adding hundreds of social sites from every country where your company does business.

Building an ambitious CRM multichannel contact center comes with some risk if done carelessly: An organization's representatives become de facto spokespeople, broadcasting to hundreds, thousands or even millions of people while they're trying to solve a customer's problem on a public stage. That's why some brands prefer to leave social media to marketing staff. But even for marketers, answering the world's questions on social media can quickly become overwhelming. That's why more and more companies are executing or planning CRM social media integration.

Let's face it, both CRM and particularly answering online queries probably aren't at the top of your CFO's list of major capital investments. CRM managers may get some funding for social CRM, but it takes smart planning and careful allocation to figure out how to cover the most customers with limited resources.

The main business driver for a multichannel contact center is that customers are talking to your CRM staff through various social media sites. For many customers, an email, a text, a phone call, a Facebook post and a Facebook Messenger conversation are all the same thing -- they're "talking to the company." But all channels are not the same when it comes to back-end IT support. While many CRM systems have software support for social, it's often "switched on" in ways that can overwhelm a call center.

This handbook helps determine the best way to integrate social CRM into your service mix by focusing on the needs and technologies, which are driven by business goals tied to your company's specific products and services.