16th September 2010
ProtoCall One survey reveals majority of contact centres are unsure about how to move forward with social media
60% of contact centre managers are not sure how to manage social media in their contact centre and need to understand more about how it pays for itself, according to a new survey from leading contact centre integrator and consultancy ProtoCall One.
The survey found that less than one in seven (13%) of contact centres are starting to build social media channels into their multi-channel communications strategies, with over a quarter (27%) of survey respondents having no plans at all.
This finding is in sharp contrast to the recent rise in the use of social media. According to Nielsen consumer research, 29 million UK adults now use social sites such as Facebook and Twitter, with one third of these posting at least once a week.
Paul Weald, strategy director, ProtoCall One comments: “The survey bears out what our clients are saying to us about social media. They know it is coming, but are yet to firm up their plans for including these emerging channels into their contact strategy.”
The Protocall One survey also examined prospects for recruitment over the next six months. 53% of contact centre managers stated their centre was currently not recruiting, with 7% recruiting only to support specific initiatives, but 40% are recruiting at levels higher than in 2009.
With regard to the impact of the current economic climate, the survey found that contact centre managers are now beginning to invest in new technology for their contact centres, although a budget freeze on technology investment still remains in place for 40% of respondents. Encouragingly 33% of respondents are now looking to invest in new technology to support multi-channel communications, and 40% are looking to improve their existing IT and telephony infrastructure.
In order for contact centre leaders to overcome this lack of awareness in the role of social media, ProtoCall One are running a free interactive peer-to-peer learning and networking workshop at this month’s Call Centre and Customer Management Expo 2010 on Wednesday 22nd September. Titled ‘The impact of Social Media on the contact centre – opportunity or risk?’ ProtoCall One directors Paul Weald and Mike Havard are leading a session involving 100 participants.
Weald added: “Social media is new and fast-growing and this early stage is the ideal opportunity for forward thinking contact centre leaders to gain first mover advantage over their competitors. For example, we know that of the 57 FTSE 100 companies signed up with Twitter, 72% of these have not yet used their account to respond to customer enquiries or comments made about their company. It is the modern day equivalent of building a call centre and then not installing phones in it.”