The need to better understand social media has resulted in Communications Australia partnering with Interactive Intelligence as a channel partner in the Australian market.
The company, a global provider of unified IP business communication, will provide Interactive Intelligence with a cloud-based contact centre and will enable Communications Australia to build on local relationships.
Communications Australia chief executive, Mario Vecchio, said the company hoped to create a clearer picture of the local social media market and the customer when they contact a customer service centre.
“What’s happening in the world today is social media is growing rapidly,” Vecchio said. “These large corporations are getting further away from their customers than closer to them.”
Vecchio said while some call centres are using social media to build a profile of customers calling, Communications Australia is aiming to use this information in a more productive way.
“An engine that can take the information and combine that back into the call centre,” he said. “That starts to make sense so you can look at automating that response back to the customer and this is what they are looking for.”
Trying to make sense of customer data is the next step for the company, according to Vecchio, who said Communications Australia is trying to create a backend for its customer service centre.
“We’re taking a component of that and rolling out social infrastructure, and creating a backend to that,” he said. “It can help organisations deal with social issues and mass amounts of information.”
The news comes as the Australian Centre for Retail Studies last month said using social media was still considered too scary for online retailers.
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