The Social media platforms in customer care: integrating tools from multiple vendors

The Social media platforms in customer care: integrating tools from multiple vendors

Social media is becoming a valuable way for CSPs to communicate with their customers, but no single vendor provides all of the social media functions required for a complete solution. This report discusses how communications service providers (CSPs) are integrating social media tools into customer care operations and their role in the overall customer lifecycle.


About this report
Executive summary
Social media has the potential to be a primary channel in customer care operations
The social media channel has many aspects, and integrating them into CSPs’ operations will release its full potential
The most compelling use cases can only be supported by social media solutions that integrate the functionality of multiple tools
Recommendations
Integrating multiple social media functions
CSPs consider social media to be an important channel for customer care
Social media is evolving to offer comprehensive customer care functionality
Social media is rapidly evolving to encompass most major customer care functions
CSPs need to deploy a multi-vendor solution to offer customer support and increase revenue
For CSPs to support the most compelling use cases, they must integrate information and functionality from multiple social media tools
Deployment as an additional new channel
CSPs need to deploy social media as a separate channel in order to garner early benefits
Integrating social media solutions using APIs and cloud-based delivery supports quick deployment for CSPs
Best in breed today, integrated tomorrow
The social media systems sector is a developing market in which smaller innovative vendors are able to compete with larger established players
Vendors need to partner with other vendors to offer a complete 'social platform' solution for CSPs
Vendors’ social media solution assessment
Recommended near-term multi-vendor social media system architecture
Longer-term integrated omni-channel customer care architecture will incorporate the full set of social channel functions
Appendix
Use cases
Vendor classification
Vendor snapshots
About the authors and Analysys Mason
LIST OF FIGURES
Figure 1: Evolution and value of a channel that integrates social media tools into a CSPs’ multi-channel customer care architecture
Figure 2: Social media tool requirements for specific use cases
Figure 3: An integrated ‘social platform' solution
Figure 4: The components of social media
Figure 5: The evolution of social media as a channel for customer care
Figure 6: Advantages and benefits of an integrated solution
Figure 7: Mapping of social media functions to the tool requirements
Figure 8: Social media channel deployment using APIs and enablement platform
Figure 9: Social media tool cloud-based delivery model
Figure 10: Market maturity curve
Figure 11: Pre-integrated social media tools in a complete ‘social platform' solution
Figure 12: Assessment of social media solutions available from vendors
Figure 13: Cloud-based, integrated social media solution implemented in the near term using an API enablement and integration layer connected to the legacy customer care system
Figure 14: Transformed BSS architecture with enablement layer, social media channel and analytics systems
Figure 15: SAP HANA enterprise cloud
Figure 16: Digi Telecommunications’ WeChat service account

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