Most companies have a data management strategy. As an element of action, they should seek ways to include data associated with presence in mobile phones and social networks. This is still a challenge.
The truth is that the companies understood the importance of having a complete vision of their customers long ago and as a result, in one way or another, deployed strategies to manage the relationship with them. But when they thought they had succeeded, these new channels appeared.
We know that many initiatives are still being carried out by the marketing departments, as a management exercise of the brand, for instance to have a presence on Facebook or Twitter. However, more and more customers are learning that the employees who manage interactions through these channels can also provide customer service, sometimes even faster than through formal contact center channels.
There is a deficiency at the time of understanding that digital platforms are both a massive means of communication and a channel of interpersonal relationships, even though analogies with other channels are not very helpful.
We must understand that digital channels are horizontal, cover all areas of the company, and therefore must ensure at least 3 essential points:
1) Consistency: Coordinate efforts to provide customers with a consistent social experience.
2) Coordination: Establish guidelines, policies and processes to facilitate learning, education and research in real time.
3) Efficiency: as more business units involved costs rise and that is why a centralized approach is imposed as a business necessity.