Multi-Channel Customer Service

Multi-channel customer service means service consistency across channels. A high-value customer with a high service-level effectiveness, who received top priority in the phone call center (for example, a hold time of less than one minute), would receive the same high priority in email processing (for example, a response within thirty minutes). Furthermore, service agents, regardless of channels and sourcing model (in-house or outsourced), would have access to the same customer profile, the same knowledge content, and the same, unified history of communications across those channels. This approach would guarantee that customers get the same answers to the same questions across channels, agents, and even service modes (self-service or assisted service), and get the right service levels across channels.

Are you finding that a multi-channel approach in the contact center industry is better meeting your customer's various needs? As technology progresses, will the phone be but one of many mediums used?

Yes, this is mandatory but the technology should be very easy to use and comparable with traditional e-mail accounts or have better features other than detailed statistics. A multi-tiered highly targeted approach allows for personalization that increases resolution rates, encourages loyalty and leads to additional up sells and cross sells. Most definitely as our customers and competitors alike are moving forward so quickly that we feel offering a multi channel approach gives us the edge. Our customers’ requests for handling multiple channels is growing every day and we feel that with our ever increasing pool of talented, specialized staff we are now able to utilise their skills to the optimum levels. Innovation is crucial in our business and we find that by providing this service offering that we are always striving to be the best.

It’s better for a small group of customers. However, the bulk of customers prefer the phone. To make this a full success the customer needs support, education and encouragement to use different channels of support. One sales example: there was a mix-up in customer communication when a sales agent tried responding to a call at the same time as a chat request. The phone call log was affected worse than the chat, though both issues were addressed.

Communications channels are changing people, which they are no longer using the phone to achieve resolution to customer service issues. We have seen a steep rise in other 'channel' communication and expect these to rise further. In today's fast paced society, individuals want access to information quickly and they want access to this information using the medium of their choice. The storm multi-channel contact center allows customers to do just that, providing a better customer experience. We have different folks from different demographics that include rural, urban, older and younger generations. They all tend to do things differently and we are here to meet them and their needs.