[CRM 2.0 Blog] Enterprise Social Message Center - Call Center of Social CRM

[Wei Xia (???]

At the center of Social CRM, is a Message Center, which is hub of conversation with customer. Message center could handle customer messages from major social media channel, for example, Twitter, Facebook. Message Center take all the messages directly sent to the company, or public messages related to the company on social media. The message could be a Twitter message, a Facebook Wall post, a Facebook status message, a blog, a video message...Message center will handle incoming direct (reply) messages, and proactively search the messages related to the company on the public social media.

Like Call Center in traditional CRM, message center is the single point of contact between company and customer. Unlike call center, which only respond to customer's inquiry and complaint or make outbound call to individual customers, Social CRM message center should also listen to the conversation with customers on social media. Social CRM Message Center also initiate the conversation with social media public channel or individual customer and empower customers to spread company's messages to their friends.

Like the traditional Call Center, the Message Center are staffed by real human being, but are more sociable than traditional call center. Staff at Message Center are listeners and participants of social media, rather than mechanical call center agent making junk call and taking calls. This is not to say that message center staff will not follow certain business process. All the messages management process could categorized as marketing, sales and service. For example, an incoming customer complaint message should be handled with service management process to ensure the best customer satisfaction. Outgoing marketing message should follow marketing management process. Potential sales leads could be identified through messaging with Sales management process.

Traditional Call Center	Social Message Center
One to One Conversation	One to Many Conversation
Transactional (Marketing campaign;A service case; Follow a lead; )	Social (Share information, build relationship)
Private, Individual	Public, Sharable
Passive Service (wait for customer to call)	Proactive (reach customer )
Mass Marketing	Viral Marketing

What do you think?

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Posted By Wei Xia (夏卫） to CRM 2.0 Blog at 6/18/2009 06:12:00 AM

[Wei Xia (???]