The Social Enterprise is not just bringing it to the Contact Center

I was just reading an article by Sheila McGee-Smith on NoJitter and tried to comment but that seems not to be working. Here is the link to the article.

http://www.nojitter.com/blog/229219122

I just spent some time in Berlin at the Call Center World. Yes, it is very Contact Center focused but what I am really missing in this discussion is that Social Media is just a medium, actually we are talking about the Social Customer and how THEY want to work with companies. Just bringing social media into the Contact Center is not equivalent with making it a Social Enterprise. As long as contact centers are not integrated into the larger processes of the enterprise this is just another channel. Real change will only happen when businesses learn that the customer wants to meet them at many levels, not have to pass through hoops at the Contact Center.

Yes, it is a hot topic but we need to broaden the conversation.

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