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

Table Of Contents

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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