social_channel_interconnect.jpg

Can you hear me now? Why orgs must utilize social channel interconnect

8 shares

Social channel interconnect is a must-have for an intelligent engagement strategy, of course. 

Sounds obvious, but there is a reason for writing this post about the topic. 

Facebook (including Facebook Messenger) and WeChat reached a critical milestone earlier this year. Together they have over 3B monthly active users – just over 1B monthly active users use WeChat, and over 3.3B monthly active users are on Facebook and Facebook Messenger. That’s not it, Facebook (with WhatsApp and Messenger) and WeChat simply run a duopoly.

social channel interconnect_image 1.jpg

           Fig 1: Facebook , WeChat and other top social messaging networks. Source: Statista research

The duopoly may have its flip sides, but it also helps enterprises standardize on platforms for social engagement. There is sufficient market research data-point to highlight social messaging platforms as a powerful tool for engagement; and in particular for driving speedy customer service.

A 2017 American Express Customer Experience Barometer report cites speed of response (41% of respondents) as a top customer experience need. A recent survey by SproutSocial (a social engagement platform) found 34.5% respondents listing social media as #1 choice for reporting problem or issue with product or service.

Enterprises, however, aren’t there yet.

A whopping 40% of enterprises don’t even have social channel support (see fig 2 below). And empirically, the evidence is even stronger. For example, as a consumer, I still have to reach my 1-800 # to get to my Xfinity service, my bank, and even my retail store such as Lowes!

social channel interconnect_image 2.jpg

Fig 2: % of contact centers adopting social channels for customer care. Source : ICMI Study

Challenges exist; particularly in terms of back-end integrations to deliver real-time responsiveness. 

We can help.

Intelligent enterprise social channel interconnect can help. SAP already helps the worlds leading banks and brands deliver critical notifications to their consumers as SMS. And it is fairly simple to integrate an enterprise back-end with SMS communication.

By providing interconnect to social platforms such as Facebook, weChat, as well as smaller ones such as Line, Viber, and Telegram; we are simplifying the ability for enterprises to engage with their audience , and deliver the same real-time communication (integrated with their back-end systems).

To get a quick view of how this works, just look up “SAP Intelligent Notification 365” on your Facebook Messenger and “register” with your mobile number. Type “help” for further instructions or connect with us here

Engage your customers by learning from the best of the best. Join us at the CX event of the year

Gokul Anantha
Share this:
8 shares
September 10, 2018
Gokul Anantha

Subscribe to our newsletter for the most up-to-date e-commerce insights.