How to Ensure a Seamless Customer Journey for Your Business across Digital Channels

social media

Frost & Sullivan article discusses the importance of social customer care to engage the younger generation of consumers.

There is a fast growing realization that businesses need to engage with their customers where they live, and that social media channels, be it on a mobile device or computer, is the preferred form of communication for younger generations. As social channels continue to develop new functionality that will enable brands to better serve customers, such as Messaging and chat bots, the need to create strategies to handle social channels is growing in prominence.

Frost & Sullivan’s latest article, How Social Media Ensures Effortless and Engaging Customer Experiences, explores how companies are ensuring a seamless customer journey across digital channels, the importance of social customer care, and best practices in social customer care.

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Recently, Frost & Sullivan brought together a select group of Customer Experience executives from diverse organizations, such as Experian, Sparkcentral, and Evernote, to participate in a thought leadership panel discussion highlighting the power of social media to ensure effortless and engaging customer experiences. Panelists shared their current status in implementing tactics to incorporate digital channels, such as social and mobile, into omnichannel strategies.

“Clearly, engaging with customers on digital channels is only growing in importance, and having the tools to effectively do this is imperative in providing excellent customer care going forward,” notes Frost & Sullivan Digital Transformation Principal Analyst Nancy Jamison.

“An important part of creating a seamless Customer Experience is knowing the customer on different social channels and being able to connect those identities with your CRM,” states Sparkcentral Vice President of Marketing Anaal Patel. “One of the things we do to support our customers is to provide a platform that enables companies to maintain a contextual history of the customer and their previous experiences with the brand on these different channels. That way, if a customer chooses to reach out on Facebook, Twitter, Messenger, or WeChat, the company doesn’t have to worry about properly serving them on the channel they prefer.”

Evidently, creating clear strategies and communication across the organization is imperative, and a significant factor in developing and providing seamless omnichannel service. Furthermore, executing best practices are required to support those channels, acquire the right data to justify the investment, and continuously improve the Customer Experience.

About Frost & Sullivan

Frost & Sullivan, the Growth Partnership Company, works in collaboration with clients to leverage visionary innovation that addresses the global challenges and related growth opportunities that will make or break today’s market participants. For more than 50 years, we have been developing growth strategies for the global 1000, emerging businesses, the public sector and the investment community. Contact us: Start the discussion

Clarissa Castaneda
Corporate Communications – North America
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SOURCE Frost & Sullivan

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