As you role out the new channels made possible through mobile and social ecosystems, it’s important to uphold a strategy of quality management across all channels. The well-worn practices of monitoring, coaching and quality improvement for traditional channels should also be an inherent part of managing emerging mobile interactions.

I’ve found that the majority of quality criteria apply across channels—you don’t have to reinvent the wheel. Objectives such as identifying customer needs, delivering the right information and service, and accurately capturing needed and useful information are uniformly important. And remember in building your quality approach that the most powerful potential is in capturing information that enables you to improve your products, services and processes beyond delivering customer service. New ways of interacting with customers offer powerful additional opportunities for sharing strategic (cross-functional) intelligence.