While customers still value traditional customer service, this IT Business Edge report suggests that Social CRM software is more than a buzzword but warns companies that it is still only part of the bigger customer service picture.
"Companies that ignore social channels risk customers airing their frustrations in these very public forums. A growing number of companies appear to realize this, with 26 percent of respondents to a recent Digitial Brand Expressions survey saying they include customer service in their social media communications plans. While that number lags the 94 percent who include marketing in their plans, it does lead other areas including human resources.
"So it's not surprising to see products like Parature for Facebook, which software company Parature promises will help companies enhance their social customer-service efforts. Among other functions, it monitors wall posts for pre-defined keywords. As Mashable reports, it includes four modules: Find an Answer, a sub-tab in the support section where customers can search for answers to their questions; Ask a Question, another venue for submitting questions; Chat with Live Agent, which customers can use to initiate live conversations with a customer-service representative; and Monitor, an admin-only section where reps can view tickets and flagged wall posts."