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A Twitter handle straddles the line of an interaction center

by Scott Wallask

May 26, 2010

By Scott Wallask, Insider Learning Network, www.twitter.com/SAPCRM_observer

Wow, I’m surprised at how often social media avenues come up during discussions about SAP CRM.

Industry blogger and IBM senior manager Vijay Vijayasankar told me social CRM is a big concern for many of his clients and probably quite a few of you, too.

I saw an intriguing example of a new breed of social media CRM yesterday when I was introduced to Twelpforce, which is the Twitter forum for Best Buy’s technology advice and product support. More than 26,000 people follow every tweet by Twelpforce, which is incredible given that most of the posts are aimed at individual queries.

Twitter’s pros and cons are one and the same: You can only say so much with a 140-character limit for your tweets. So in this case, Twelpforce often uses its posts to direct customers to other websites or customer service contacts.

If you haven’t seen Twelpforce, it’s worth checking out just to see the evolution of customer service online. I find myself debating whether it’s akin to a virtual interact ion center – it probably isn’t at the end of the day, but you can imagine the progression that’s coming.

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