SOCAP International

Fall 2018 Editor's Letter

Read the full Fall 2018 issue of CRM Magazine here.

You probably spend much of your day doing things that impact your team, your colleagues, the bottom line, the C-suite, the list goes on. But when do you spend time thinking about you, your role and how it’s changing—and needs to change—in our current environment? That’s what this issue of CRM Magazine and our upcoming conference are about: It’s time to reimagine the future of customer care.

This isn’t about forecasting. The articles in this issue ask you to think about new and different ways to approach customer care. The work we do starts and ends with people, so I like what Lauren Kindzierski of HGS says in “Creating Legendary Social Customer Care”—that customers “want you to understand their thoughts, feelings
and situation from their point of view,” and that social media is a great, albeit more nuanced, way to deliver exceptional care. And in her re-imagining training article, Rachel Saltsgaver of Lessonly doesn’t give into tired “Millennials at work” stereotypes. Instead, she gives fresh, actionable ideas on how to train them to become valued members of your team. I also really enjoyed Shep Hyken’s “5 Ways to Disrupt
Your Competition With Customer Service.” He calls convenience “the new wave of customer service.”

Tech Plus Agents

Even as the articles touch on the ever-changing technology landscape, Shellie Vornhagen of Astute, assures us in her CRM automation article that agents remain a key part of customer care. It boils down to this: “Smart technology can help you and your team provide a more personalized, more engaging experience for each customer interaction.”

In “Weaning Customers Off the Call Center,” Susan Lahey, with Zendesk, demonstrates how we can show customers that they don’t need the phone as fallback; how we can step up our response on digital channels to take care of their needs. Scott Klososky of Future Point of View, highlights five specific areas that will be impacted and
change how we do business in “How Machine Learning Will Transform Customer Care.”

This issue wouldn’t be complete without bots, right? Alon Waks, of Kustomer, shows us how “bots cut out the busy work for both customers and agents, streamlining the experience so they can focus on what really matters—the customer” in “The Chatbot Revolution Is Already Here …” And Amy Bouthilet of Alta Resources shows us how to “Turn Chat Into a Profit Strategy.”

Join Us

To take these discussion to the next level—in person, I invite you to join us at “Re-imagine: SOCAP’s 2018 Customer Care Conference,” taking place Oct. 21-24 in Salt Lake City, Utah. You can find details at

Finally, as I transition to my new role as CEO of SOCAP, we will be re-imagining the way we support and deliver value to our members. Offering relevant content like CRM Magazine will remain a top priority for all of us.

Marjorie signature

Marjorie Bynum, CAE
Presdient & CEO