What's going on here you think?
Reluctantly you give them your Facebook id and behind the scenes there is technology at work that matches you up with the best Call Center agent based on your profile information: Age, Sex, Hometown, Current Location, and Interests.
Instantly you are matched up with someone who you can relate to. Someone who now can give you the best service and hence the best customer experience of your lifetime. They know exactly what would be best for you because they share the same interests or age bracket and can talk to the product in ways you never heard before coming from a call center agent. Maybe they know someone in your social network and can even broker a chat with them (live through Facebook) about their recommended rod and reel combo for you.
Sound a little like Star Trek?
Actually it sounds very doable. Technology like Facebook Connect or Facebook personal URLs are already available. We are just beginning to see that technology harnessed more broadly for the web. In fact I predict we will see it start to appear in Search, on Amazon.com, on YouTube and Microsoft Xbox - in some cases this has already begun!
So why isn't your call center taking advantage of this data as well?
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