The social channel via social media are changing customer relationships -- in other words social CRM. To help contact centers understand what social channel/social media and social CRM is about and what is happening with them, the authors reached out to a range of thought leaders to get their insights. Doug Heintzman, director of strategy, IBM Collaboration Solutions, said social media captures the energies and opinions of customers. It captures content and packages it as a value for others. With today's social media, organizations should be aware that while engaging in social media may leverage their customer service, it can also destroy it, according to Dianne Durkin, president and founder, Loyalty Factor. A poor customer experience can now be more harmful than ever. Four areas, said attorney Michele Shuster, MacMurray, Petersen and Shuster, where social media meets the law: 1. copyright, 2. libel and slander, 3. liability, and 4. deceptive acts and practices.
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