Final answer:
Managing customer touch points becomes a concern in OCSM when a business must ensure a unified customer experience across all digital mediums, such as social media, email, and live chat, and handle interactions in a cohesive manner.
Step-by-step explanation:
Managing customer touch points becomes a concern under current issues in OCSM (Online Customer Service Management) when businesses face the challenge of ensuring a coherent and integrated customer experience across various channels and platforms. This often involves strategic planning and operational adjustments to handle interactions via social media, email, live chat, and other digital mediums. In an era of heightened digital connectivity, it is crucial for OCSM to track customer interactions and feedback effectively, to provide personalized experiences, and to manage any issues promptly and professionally.
For instance, if a company's customer service is receiving a high volume of inquiries through social media, but their response time and resolution rate are suboptimal, it indicates a need to improve their management of these specific touch points. This could involve allocating more resources to social media, training staff to handle digital interactions more consistently, or implementing automation tools to aid in quicker responses.