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

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Date: 24-Mar-2015
No. of pages: 38
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CSPs have a chance to make social media a primary channel for customer care because vendors are offering an increasing number of tools with multiple capabilities.

For communications service providers (CSPs) that are integrating social media tools into customer care operations, very few vendors provide an omni-channel customer care architecture that includes social media as a channel. Therefore, CSPs must integrate multiple tools if they are to create a complete ‘social platform' solution.

This report recommends different approaches that software vendors of all sizes and CSPs can take to enable CSPs to deploy integrated omni-channel social media solutions.

This Strategy Report:


  • discusses how CSPs can integrate social media into the overall customer lifecycle

  • considers the new functions that are most compelling in social media customer care solutions

  • examines the approach that vendors can take to making a social media channel available to their CSP clients

  • provides two operator use cases and six vendor profiles.


Company Coverage


  • Amdocs

  • Attensity

  • Brand Embassy

  • Conversocial

  • DiGi Telecommunications

  • Hootsuite Media

  • Lithium Technologies/Klout

  • NetBase Solutions

  • Oracle

  • Redknee

  • Salesforce

  • SAP

  • T-Mobile

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

Table of contents

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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