Bottom Line
Early adopters fail to fully leverage the value of social media within the contact center, because it is not tied back to any customer experience objectives and is not integrated with existing enterprise processes. In fact, the results are higher costs due to redundant processes, staffing, and knowledge; poor and inconsistent customer experiences that lower CSAT (customer satisfaction) scores and loyalty rates; lack of accountability from an inability to plan or measure outcomes; and the inability to scale, because of nonintegrated processes. For this reason, most organizations in this current state of adoption have been unable to realize any tangible returns on their social media investments.