Prevent Channel Hopping in Social Customer Care
Enterprise-level social and mobile customer engagement platform Sparkcentral announced that DreamHost has deployed its Secure Authentication service, which will enable to company to verify and connect customer identities on social media.
DreamHost will be able to reduce customer frustration thanks to the solution which enables its customers to provide personal and confidential information and get issues resolved within the same channel they reached out on. That will prevent "channel hopping" as DreamHost will be able to ensure its social customers are who they say the are by automatically requesting profile authentication with Twitter, Facebook, or branded customer accounts -- much like a rewards program, or membership system.
"A major concern brands have when attempting to offer full-resolution service on social is collecting, verifying and protecting the customer information that is needed to address support issues. This often results in brands deflecting customers to other channels like email, phone or chat," said Davy Kestens, Sparkcentral CEO. "Concerns around customer data are real, but they do not need to be a roadblock to securely resolving customer issues over social media."
It's somewhat surprising that more brands don't use solutions like SparkCentral considering the interest in social media as a customer service channel, but it is beginning to change.
"Before we started using Secure Authentication our social customer care agents often had to direct customers back to the email ticketing channel to get certain issues fully resolved privately. This limited our effectiveness in solving customer issues in-channel on Facebook and Twitter," said Marissa Hanson, Product Marketing Manager, DreamHost. "Our team can now handle and solve almost any customer issue on social media, reducing the burden of effort on customers and enabling our social customer care agents to make a real contribution to our overall service strategy."