If you’re like most companies, your customers are reaching out to you on numerous channels, whether that be on social, mobile, chat, messaging, phone calls, or email. This means that your customer records and data are probably scattered across various systems, leading to a very fragmented view of your customers. In fact, Gartner research told us most enterprise organizations have at least two separate applications for CRM and Social CRM, and many have far more than 50 across business domains.

Furthermore, capturing data that is specific to channels such as Twitter or Facebook, such as your follower counts or verification status, has traditionally been impossible due to the lack of features and the disconnectedness of the social customer care platforms and lack of adoption of Social CRM.

That’s why we’ve built a Writeback API into the Sparkcentral platform, which allows brands to stay up-to-date on key insight and data from your digital messaging channels, while having an increasingly centralized system of record to achieve that 360 degrees view of the customer that you’re after.

Keeping CRM Up To Date on Key Social Data

When an agent decides to pend or resolve a conversation in the Sparkcentral platform, that event can trigger a write-back of key insight into the CRM system of your choice:

Keeping CRM Up To Date

Sharing Digital Interaction History with Voice Agents

At Sparkcentral, we recommend not to blend traditional session-based channels such as phone calls or live chat with your asynchronous messaging channels. There are different metrics and workflows associated with the two, and our research shows that companies achieve higher agent productivity when separating the two, while centralizing data and insight. (If you need a refresher on the difference between synchronous/session-based and asynchronous channels, check out Chat vs. Messaging for Customer Support: Why Messaging Wins.)

Use the Writeback API to keep your voice agents in the loop:

Sharing Digital History with Voice Agents

Creating Cases in Your Helpdesk System

When you’re using the Sparkcentral platform for technical support, or use cases that require the tracking of cases or tickets, you will want a seamless workflow that creates the ticket for you and saves you valuable time. Use the Writeback API to create a new case or ticket automatically; again, the triggering event is the agent changing the state of the conversation to Pending or Resolved:

Creating Cases in your Helpdesk System

Ready to give it a try? Let us know and we’ll setup a demo for you.

Get blog articles delivered to your inbox