Read This Before Launching a New Channel!

Consumers are reaching out to contact centers today not just by phone, but using email, chat and social—to name a few avenues. How can your business derive revenue from tapping into these communications channels? That’s the question each organization’s decision makers must ponder before modernizing.

Start where you are. Are you a phone-only call center? If so, you’re practically a dinosaur. Providing customer support over multiple communications channels is standard operating procedure these days. A 2015 study by ICMI and LiveOps shows that 92 percent of contact centers support email, 59 percent chat, 49 percent Web, 46 percent self-service, 45 percent mobile and 42 percent social media.

If you are a phone-only call center, the best channel to add first is almost certainly chat. Chat is the clear winner over email and social when it comes to consumer preference. In fact, chat has become the leading contact source within the online environment, with 42 percent of customers using chat vs. email (23 percent) or another social media form (16 percent), according to J.D. Power.

The reason being that phone and chat have a common denominator: the ability to have a conversation in real time. This helps customers—hungry for instant gratification—resolve their issues efficiently.

If you’re gung-ho to update your contact center in one fluid motion, look for a solution that includes voice, chat, email and social by one provider. Employee training will be more succinct and usage consistent across the board.

If cost restricts such an option, large CRM and contact center vendors offer modular application suites or platforms that allow you to add new services as needed.

It’s easy enough to stay competitive and meet customer expectations by following this simple list of do’s and don’ts:

Do:

  • Keep up with the channels your customers are using;
  • Add chat if you can only add one channel;
  • Look for a solution with one application for all channels;
  • Pick a good routing and reporting platform to manage interactions from the same interface;
  • Consider more self-service if you have high volume and low sales per customer;
  • Invest more in high-touch services if you have high-end products or service; and
  • Automate a callback option for your IVR.

Don’t:

  • Keep waiting for the next big thing;
  • Prioritize email over chat;
  • Choose a separate solution for each channel;
  • Add a channel that costs more than it benefits the organization in customer satisfaction or up-sales;
  • Do what everyone else is doing (not all companies need the same features); and
  • Try brand-new unproven technology if you are a high-touch company with long-term customer relationships.

Once you’ve added a new channel, be sure to connect the dots between channels for the customer. Remember, too, that each channel requires different Communicator skill sets, and be prepared to provide training as each new channel is added.