Multi-channel-customer service solution is it the right choice
Businesses dedicate most of their efforts in implement various strategies to leverage their sales figures. Customer service has become very
important for business growth. Customer seeks the assistance of companies to help them use the product optimally or need help in
solving problems associated with it. Most organizations opt for multi channel customer service solution which is the availability of several
communication channels for customer service, such as phone, email, customer service chat, and Web self service. A well executed multi-
channel service strategy can have a profound – and positive – impact on customer satisfaction and service operational efficiency.
87% of respondents to a Purdue University survey said that good customer service influenced the decision to do business with companies
again. For multi-channel service to deliver value, it must be correctly implemented so as to provide an accessible, seamless, and consistent
experience across all channels.
There are three key elements to successful multi-channel customer service solutions:
To provide a seamless experience across all touch points - Seamlessness requires a single view of the customer across channels.
This enables the agent or self-service user to see and act upon relevant data from any channel, such as a customer’s account profile, order
and billing history, and a universal history of interactions. The universal interaction history promotes the greatest communication
flexibility for customers through agile channeling wherein the customer switch channels as per their needs. Thus seamlessness eliminates
the need for customers to repeat information and for agents to retrace the steps the customer has already taken, resulting in faster
Unified knowledge management and processes - So that resolution is consistent regardless of channel and promotes consistent
experience regardless of touch points. With knowledge and business processes ensures the client that he can opt for any channel to resolve
Reliable Experience – A true multi-channel solution helps effectively handle expected growth as well as unexpected spikes in volume.
This requires demonstrated horizontal and vertical scalability, reliable uptime, and a proven ability to manage rapidly expanding volumes
of interactions, such as email volumes, and information in the content knowledgebase. With a configurable environment, channels can be
modified and augmented over time, based on changing customer demands and business strategies.
Given the importance of implementing flexible, accessible channels for customer service, the temptation may be to adopt every possible
channel. However, for the success of customer service , it is critical to determine the most appropriate channels for customers and the
organization. While a full complement of channels may ultimately be the right choice, supporting current customer and business demands
may require only a few –or even a single – channel.
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