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Marketing and Customer Service Merge: How to Manage Socially Integrated Channels

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When customers publicly address your company on Twitter or Facebook, who should respond: marketing, or customer service? And what, in the social media age, is the difference?

Traditionally living in separate silos within large enterprises, these two functions have come under pressure with the advance of popular social computing, with the customer often defining the public circumstances under which engagement takes place. Customers don't distinguish between departments of your organization when reaching out, and poor online service can cripple marketing efforts - so it’s incumbent on businesses to adapt to the new, integrated reality of customer interaction.

Listen to the archive of this webinar as panelists explore the ways in which large companies are changing to be more responsive to and understanding of their customers:

  • Where does the integration begin?
  • How do marketing and customer service coordinate and share data?
  • Does marketing touch the customer in much the same way that customer services do?
  • Does marketing own customer service now? Or vice versa?
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About the Panel:


ImageFrank Eliason, Director of Global Social Media at Citi, has been described as the “most famous customer service manager in the U.S., possibly the world.” By expanding the reach of customer service via social media, and taking the simple approach of asking "Can we help?” he repositioned the relationship between Comcast and its customers. At Citibank, Frank and his team are helping to change the way a global financial institution manages its relationships with a diverse community of consumer, small business and corporate customers—to serve and exceed their expectations and helping build a lifetime of trust between Citibank and its customers You may connect with Frank on Twitter at @FrankEliason
ImageErika Jolly Brookes is vice president of product strategy for Oracle, working on the Oracle Cloud-Social business to help guide product strategy and development. Prior to joining Oracle, she was vice president of marketing and communications at Vitrue, a leading provider of social marketing publishing software for global brands and agencies. Vitrue was acquired by Oracle in May 2012 and is now a wholly-owned subsidiary of Oracle.
ImageCarol Borghesi is the Principal of Customers First Culture. With 31 years of telecommunications experience spanning three continents, Carol ‘s career has taken her from TELUS in Canada to British Telecom (BT) in the U.K. to Bharti Airtel in India, back to TELUS and now in her own Customer Experience practice. As the past Chair of the CCA (U.K.'s contact center association), Carol is a recognized expert in contact centers, customer service operations and customer experience leadership in complex, multi-channel environments.

ImageMaggie Fox is the founder and CEO of Social Media Group, established in 2006 and one of the world’s most highly respected  independent agencies helping business navigate the socially engaged Web. She was also named one of the Top 100 Marketers in the 100th anniversary edition of Marketing Magazine and sits on the Board of the Empire Club of Canada.