Multi-Channel Customer Service

Service consistency across channels is the target of a multi-channel customer service. A high service-level effectiveness for a high value customer, 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 virtual 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 high target approach allows for multi-personalization that increases resolution rates, encourages loyalty and leads to additional upsells 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, specialised 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. Customers need support, education and encouragement to use different channels of support to make it successful. 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 are changing people, and with these channels 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. Individuals in today's society want access to information quickly and they want access to this information using the medium of their choice. The storm multi-channel virtual contact center allows customers to do just that, providing a better customer experience. Customers all tend to do things differently and contact centers are here to meet the needs of different people from different demographics - rural, urban, younger and older generations.