Organisations must re-think their customer service operations with one aim in mind: to deliver great and consistent service wherever the customer happens to be.
That could be on social media, on the company website, in a third-party forum, on the end of a phone or email, or right there in the room. And while a lot of that will involve training the service team in the new channels, the really critical decision will be the CRM platform that orchestrates and underpins all customer service activity – from traditional phone and email to Twitter, Facebook, forums and whatever the future has in store.
This guide outlines what to look for in a multi-channel customer service platform (and why). It should help to narrow down the CRM options facing you, so you can choose the platform that will best serve you – and your customers’ – needs, now and into the future.