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Thanks for your comments. Does anybody have any evidence - anecdotal or otherwise - of how some of the leading performers structure their social media customer service?

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Thanks

Thanks for your comment, Paul. I think you're absolutely correct that the average man on the street has little awareness of terms like 'cross channel' or 'omnichannel'. All they know is that a brand is on a variety of different channels, from retail to web, and that it is the same organisation so should provide a completely seamless experience from one touchpoint to another. When a customer has to repeat himself three times to three different operators in three different departments, he doesn't start yelling: "You're the third person I've spoken to now, why don't you provide an omnichannel experience?!"

These new phrases are often teased out to highlight subtle differentiations between concepts, but they are absolute gobbledigook to the customer. 

Thanks for your comments, there definitely seems to be some agreement here, particularly between Yiannis and Justin. And your views on it chime with my own. However, I've spoken to quite a number of professionals recently that appear to think that omnichannel/multichannel/crosschannel are completely interchangeable, so there is certainly a lot of confusion. 

To further muddy the waters, when I've spoken to some analysts - in particular Forrester - they also refer to 'agile' service or commerce, the definition of which is basically what we're referring to here as 'omnichannel'.

Hi, there are some points touching on this topic in this piece:

https://www.mycustomer.com/feature/experience/listen-how-build-voice-customer-strategy/164752

The main things to cover are: what departments in the organisation are running VoC programmes; what channels are they using; what VoC technologies are they using. 

According to the article:

"It is important to first get a grasp of exactly what the state of play is across the entire business.

“The very first thing that I recommend to companies is to do an audit of what are all the data sources that they have, what the vendors are they’re using, what kinds of data they are getting from those vendors, and how those vendors communicate,” says Forrester analyst Adele Sage.

Jim Davies, research director at Gartner, adds: “The chances are you have got some great tools already in play, so you’re capturing some great feedback but you’re just not aware of it. But it’s not just a case of auditing what they are, but also whether you can access that data, because you often find in big corporations that there is quite a reluctance in some departments to share their data with other departments. So taking stock of where you are now is definitely the starting point.”

I hope this is a start!

Here's MyCustomer.com's own advice on this topic, with industry experts outlining what to ask customers in your survey and how to encourage engagement.

https://www.mycustomer.com/topic/customer-experience/what-questions-should-you-ask-your-customers-survey/162555

Hope it proves useful!

Here are a few related stats:

The global CRM applications market experienced year-over-year growth of 6.2% to a revenue of $16.5 billion in 2010, according to the Worldwide Semiannual Customer Relationship Management Applications Tracker by IDC.

IDC expects the CRM applications market to continue to grow in 2011 with revenue hitting $18 billion (7.6% year-over-year growth).

According to Gartner research from earlier this year, North America has the largest total market for CRM software revenue, and is expected to account for $7.6 billion in 2012. Europe is expected to account for $3.9 billion in 2012.

I'll keep digging for stats specifically relating to Canada, Mexico and Brazil...

No fear - they've not been deleted!

You can find the aforementioned articles at the links below:

Best practice guide: Using cost-effective research to improve the customer experienceFour ways to improve the customer experience on a shoestring

Thanks.

Hi Shirelle,

Have you tried our document library?

If you search for 'case study' you should find a number of relevant resources including a podcast about Porsche.

Thanks Shirelle,