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Industry Research : Call Centers Told to Heed Social Media
Nov 29, 2012 -- The call center industry should capitalize on the power of social media and address challenges such as high talent attrition to keep the sector growing, speakers at a forum said. Call centers, for instance, can integrate social media platforms into their operations.
Ken Brian P. Lamzon, vice-president for Solutions Strategies and Integration at business process outsourcing firm SPi Global Holdings, Inc., said customer sentiment could be tracked through social media.
"You have to understand how to integrate customer support with other channels, such as social media," Mr. Lamzon said during the Asia Pacific Contact Center Association Leader Conference 2012 in Pasay City. This way, customer complaints can be addressed before they blow up in the Internet, he added, pointing out that social media has become a powerful tool to influence people.
Daniel Ziv, vice-president for Voice of the Customer Analytics at intelligence solutions provider Verint Systems, Inc., said companies should also use other channels, aside from social media, for a "more holistic approach." "Have a more holistic approach, don’t just rely on social media. Social media strategy should include looking at other sources, including phone calls, e-mails, chat sessions. They really represent what people may be unhappy or unhappy about," Mr. Ziv said.
"That will allow you to address real issues in social media," he added. "So, if somebody is posting on social media, but nobody has called you about it, it is just noise, but if a lot of people have called you, and they are really upset about something, it is very likely that it will go social."
Benedict C. Hernandez, president of the Contact Center Association of the Philippines, said during his presentation that the local industry remains on track in hitting its targets.
The industry is targeting $8.4 billion in revenues for this year, 18.30% higher than the $7.1 billion generated last year. The local sector is looking to generate 862,000 jobs and $14.7 billion in revenues by 2016 given a "conservative" 15% annual growth, he said.
However, "talent recruitment" remains the biggest challenge in the local call center industry, Mr. Hernandez also said.
Ging L. Igual, "growth leader" at human resource consultancy firm Towers Watson, said companies should foster a conducive working environment to encourage them stay. "There should be a ‘stress-life balance’ and fair workload," Ms. Igual said pointing to the factors that make employee stay. "People don’t leave their company, they only leave their bosses."
Posted by Veronica Silva Cusi, news correspondent
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Published: Tuesday, November 27, 2012