Report Encourages the Use of Mobile Social Networking in the Call Center
Empowering contact center excellence for 30 years!

Report Encourages the Use of Mobile Social Networking in the Call Center

Pyramid Research has released a report that encourages call center operators and agents to learn to optimize mobile social networking tactics for their customer interactions.

Part of the Telecom Insider Report Series, "The Peril and Promise of Mobile Social Networks for Operators" presents data and case studies collected from several European markets, including the Netherlands and the U.K., that offer a glimpse into the evolution of social networking via mobile phones. The report provides an overview of mobile social networking, including how it has influenced the development of emerging mobile technologies and how the patterns of communication are changing. The report also covers how the use of tariffs is changing in order to prevent data from overshadowing voice and text and provides examples of how some operators are tracking the development of their communication patterns.

The Facebook Factor

According to Pyramid's report, 300 million of Facebook's 700 million users worldwide are accessing the site through mobile devices. Which means, roughly 40 percent of users who are logging into the social media site are doing so with devices other than a PC or laptop.

Jan ten Sythoff, Pyramid Research analyst at large, thinks that call centers should take note.

Sythoff explains that social networks have been beneficial to mobile operators, offering additional revenue and driving new users to adopt mobile Internet and existing users to increase their data usage in order to keep up. Non-messaging data revenues are the fastest growing segment for mobile operators, with a 2010 to 2016 CAGR of nearly 15 percent, compared with messaging's 4 percent and -3 percent for voice.

With these statistics in mind, Sythoff is concerned that Facebook is poised to be the "central contact center" in the not-to-distant future. As of November 2010, Facebook implemented their own email platform, which gave those 300 million mobile users the ability to send email, instant message and SMS conversations from one central site.

"This threatens operators both directly by impacting their voice and messaging revenues, and indirectly because their brands are overshadowed by social networking brands," Sythoff warns. "Operators therefore need to strike a delicate balance between leveraging the demand for social network mobile access and the threat of social networking cannibalizing their basic suite of services," he adds.

Will Pyramid's predictions set the standard?

Sythoff goes on to explain Pyramid’s suggestion for operators to capitalize on growth in mobile social networking by offering innovative devices, tariffs and services, as well as by keeping track of developments in communication patterns in different segments and being prepared to make the changes necessary to conform to these developments.

It's no secret that mobile social networking is moving quickly towards becoming the norm, in both social and business situations. But, will Facebook’s hold on mobile social media ultimately affect the call center?

Leave your thoughts in the comments, or email me at cdairo@icmi.com.



Topics: Social Media, Learning & Development, Site Operations

Related

More from Christina Hammarberg

Comments (5)

Leave a comment

Please sign in to leave a comment. If you don't have an account you can register for free here.

Forgot username or password?

   

Ken W — 12:49PM on Jul 9, 2011

Definitely "yes", but it is really two separate issues: Facebook's impact, and the impact of social mobile. Facebook is the big one right now, but even if it disappeared there are plenty of other social platforms to fill the gap.

The key for call centers is that the social mobile culture exists, regardless of the technology used, and it will have an impact on any customer-facing organization.

If it isn't affecting your call center, it just means your call center isn't involved.

Marta Kelsey — 7:46AM on Jul 26, 2011

It means customers have access to one more channel of contact all the time. Instead of waiting to get to a PC to post a complaint on a facebook page or tweet a problem, customers are just pulling out their phones.

Call centers need to meet customer demands and be present where customers are.

Marta Kelsey — 7:46AM on Jul 26, 2011

It means customers have access to one more channel of contact all the time. Instead of waiting to get to a PC to post a complaint on a facebook page or tweet a problem, customers are just pulling out their phones.

Call centers need to meet customer demands and be present where customers are.

jeremy sanders — 8:36AM on Jul 28, 2011

I think that the big takeaway here is that users are moving away from the traditional use of laptops and desktop computers. With smart phones and the recent rise in tablets, the standard way of computing is changing rapidly. Smart call centers will seize this opportunity by either creating their own applications or having a strong social presence in any one if not all of the available outlets.

Rose Polchin — 12:39PM on Oct 23, 2011

Agree and I believe it also highlights the importance, now more than ever of the contact center and marketing collaboration and integration. Both are brand champions and therefore need to be strong business partners.

QuickPoll

Does your contact center have a policy regarding allowing agents who wish to apply for internal company positions outside the contact center?

No, we don’t have a formal policy
Yes, agents must work in the contact center for at least 1 year before applying for other positions
Yes, agents must work in the contact center for at least 6 months before applying for other positions
More Polls