My mission now really is to flip the call center business model on its head. Before that, I was a consultant focusing on customer loyalty, sales and service strategy and customer relationship management (CRM) implementation, going back to the initial days of SFA and customer service automation in the '80s. This is a newly created position six months ago at Telerx. I’m currently the VP of Innovation & Architecture for Telerx Marketing, a contact center business process outsourcer (BPO) based in suburban Philadelphia. Tell us about your background and your current interest in social media.

Dalton talks candidly about Telerx (a BPO owned by Merck) as well as other social media minded call centers. Additionally, Dalton explains what the buzz phrases actually mean and their relevance, including social crm. In this interview Dalton talks to Call Center IQ about social media in the call center. He believes 'social' media gives customer service the opportunity to grab a seat at the corporate strategy table. Dalton says social media is the 'great equalizer' in the corporate power structure. While many call center executives fear social media Dalton embraces it. You might call Barry Dalton a 'twerson.' He is an avid Twitter user, and as the VP of Innovation and Architecture for Telerx he's the social media champion for his call center.

Social equalizer definition