“I want to be able to contact customer service on the channel that suits me at the time, and easily switch between these channels when I want.”
Customers are complex in their decisions and needs, and what channel they reach out through depends on a number of evolving factors. Channel choice can be motivated by a personal factor such as demographic or geographical region, but it can also be motivated by much more quickly changing variables such as device (are they on their desktop or their mobile phone?), the changing popularity of networking and messaging apps (are they spending more time on Facebook or WhatsApp?), and even time of day (are they at the office or at home?).
While it’s hard to pinpoint one reason why a customer picks the channel they do, brands need to offer support wherever the inquiry shows up. For a customer, few things are as frustrating as feeling the limits surrounding their experience. For example, if Janet has a couple of minutes on her lunch break, an email may be the only appropriate channel to reach your company. She can’t afford to wait in a queue at that moment but knows that she can continue her inquiry in the evening on live chat. For Mike who is traveling out of the country without access to normal cellphone service, international messaging apps may hold the key. Or perhaps Jessica gives you a shout out on social media, with a hope that a more public conversation can inspire certain changes to your product.
It’s important to meet customers where they’re at, wherever they’re at; being available on many channels is often touted as the golden standard in CX. But attempting to juggle all these channels within separate platforms can quickly cause internal and external chaos.
Digital omnichannel platforms enable you to easily offer your customers every key digital channel and let them know you’re right where they are, whenever they need. But far more importantly, omnichannel seamlessly connects each of these channels so customers can move freely between them without causing any confusion for agents, or any frustration for the customer. When a customer swaps between channels, agents, customer service teams, and even marketing and sales, representatives can easily locate relevant customer information in a single console. A conversation that happened on one channel can be picked up effortlessly on the next, even if by a different agent or department.
Comm100 Agent Console showing multi-channel and agent conversation
Janet, who sent out an email on her lunch break, hops on a live chat in the evening. Thanks to omnichannel support, the agent she is chatting with has the email conversation right in front of him and can resolve her issue without having her repeat her query. Janet is so grateful that she sends out a tweet the next day at work, thanking your company for great customer service. Because every channel is connected, including social, the agent who responds knows Janet’s chat history and is able to send a personalized message back to her.