In the past, when a consumer had a question he or she would simply dial an 800 number and speak to a company representative. While the phone is still the preferred method of communication for most, today’s consumers are using a wide variety of channels to communicate with brands.
According to 24/7’s Customer Engagement Index, which surveys more than 3,500 consumers from the US, UK and Australia in 2015, 95 percent of survey respondents use at least three channels (and or devices) to engage with customer care. Furthermore, 82 percent said that they use of to five channels.
The research also found that 64 percent of customer care journeys start on a company’s website, which is followed by phone call (23 percent) and mobile app (5 percent). With consumers using a variety of channels to reach brands, it’s important that businesses have a solid multichannel customer care strategy.
A successful multichannel customer care strategy is one that enables consumers to easily and seamlessly communicate with a brand via any channel they choose, whether it’s live chat, social media or email. For example, a consumer should be able to start an inquiry using one channel and end it using another without experiencing any glitches along the way.
Implementing an effective multichannel customer care strategy in which each channel works seamlessly together can be difficult. After all, there are a lot of working parts that need to be perfectly in sync.
That’s why contact centers should consider investing in a multichannel solution that will integrate all communication via voice, text, email, live agent and mobile application in a single platform to ensure everything runs smoothly.
Communicating with customers is no longer a two-way street. Make sure that you’re catering to consumers’ communication preferences by offering a seamlessly multichannel experience.
Steve Brubaker began his career at InfoCision in 1985. In his current role as Chief of Staff and as a member of the Executive Team, he is responsible for HR, internal and external communications, and manages the company’s legal and compliance departments. Brubaker is a member of a number of professional organizations, including the DMA, SOCAP, and PACE. He also donates his time to serve on several university boards, including the Executive Advisory Board for The Taylor Institute for Direct Marketing at The University of Akron and The University of Akron Foundation Board. He is a frequent speaker for national events and has also been honored with a number of awards and recognitions for his contributions to the call center industry.