The majority of telecom executives think there is a disconnect between their company’s CRM and its social media channels, according to a new survey. The study of 100 global operators, conducted by Ovum, found that 93 per cent of executives at mobile service providers said their company could not identify customer from social media profiles. More than half of those surveyed did not store social media interactions in their CRM system.
Despite these statistics, the research, which also interviewed 4,068 consumers, found that over half of telecom customers preferred reaching out to businesses via social media, compared to other contact channels. Despite this fact, over 75 per cent had never received a response from companies on the platforms.
Speaking about the results of the survey, Shagun Bali, analyst at Ovum, said that the lack of synergy between social media and CRM channels was leaving customers frustrated.
“Subscribers are increasingly reaching out to their service provider across social media for customer care,” he said. “But due to a lack of customer insights, service providers are only able to provide generic responses.”
“If service providers link their customer’s social identity to the customer profile already stored in their CRM systems,” he added. “They can gain contextual knowledge of the customer…deliver a consistent response while improving customer satisfaction.”
The team at numero has repeatedly stressed the need for organisations to link up their CRM and social media channels. Businesses need to offer customers a consistent service across multiple contact channels. You can find more about this way of thinking here.