It occured to me recently that one of the biggest opportunities for CRM consulting resides in the domain of social media platforms. Ten years ago, in the salad days of CRM process consulting, much of the focus was on customer service response via call centres. These were also the early days of multi-channel customer service whereby web and telephone were becoming integrated into the customer service experience.
For example, if you had were a member of the Starwood (eg. Sheraton, W, Westin, Four Points) Preferred Guest program, you could contact Starwood customer service via their web site. If you had a query regarding missing frequent stay points, you could use the ‘Call Me’ feature which, via the web site, prompted an almost instantaneous telephone call from a Starwood customer service representative (CSR). Once points were remitted, a refresh of the Starwood website would immediately reflect the customer’s updated account balance.
Social networks like Twitter and Facebook now present new opportunities for customer service that drive both engagement and reduce operating costs. For example, since the Twitter application is free, customers could have their own dedicated account (within a closed network to ensure customer privacy), in order to deal with relatively simple transactions such as routine account queries. CSR’s in turn, could send out special offers. One example might be to offer a promotional rate to customers that have booked into a recently opened hotel. Another might be to provide additional points via Twitter for a guest that has reached a milestone upon checking out (reaching clip level for Marriott Silver status), via a mobile application.
It used to be said that the cost of sending a sales rep out to make an in-person call was about $500 per meeting. With telephone, the cost of a transaction went to $10 per call. With the web, this was down to less than a dollar. Social media platforms: close to zero.
– Ted Morris, 4ScreensMedia