Introduction
Social media is adding octane to the fuel of organizational customer experience imperatives. However, today customer engagement through social media is splintered across departments, resulting in inconsistent and poor customer experiences. For many years, customer service organizations, and the contact center in particular, have been focused on developing a 360-degree view of the customer and providing a consistent customer experience across interaction channels—including such channels as phone, Web, and chat. Poor customer experiences result when channels and processes remain separate silos.