Hi Doc Wallace here. Over the last few weeks we have talked about the changes and challenges affecting the customer service and contact centre industries.? We have talked about the impact that social media will have as a customer service channel on contact centres.? We have also presented compelling evidence supporting the need for organisations to adopt a multi-channel customer service strategy, whereby organisations effectively engage with customers through channels the customer wants to use.
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In this final webinar I presented a methodology for developing a full multi channel customer service strategy.
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We know from research that consumers are using multiple channels to engage with organizations.? In Canada and the US, customers have used an average of 3.5 different service channels in a three month period.? However, are they the right channels you need to be leveraging to offer your customer?s superior service?
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During the webinar we presented a very compelling story as to why organizations need to develop multi channel customer service strategies.? Firstly, we highlighted that not all customer service channels are created equal in that customers do not currently receive the same level of service across each channel.? First contact query resolution rates in particular vary considerably across different channels.
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1st Contact Query Resolution
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A further study conducted by Fifth Quadrant highlighted that organizations that are rated as having a mature enterprise-wide customer service strategy are significantly more likely to have implemented a multi-channel strategy that includes Social Networks, Social Network, Remote Assist, Online Forums, Web Chat, Click to Call and Mobile Apps as customer service channels.
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Developing a multi-channel customer service strategy can be a complex challenge as channel choice can be influenced by many factors such as demographic characteristics, query type, the type of industry, consumer attitudes towards technology and so on.? What organizations need is a systematic framework and process to work through in order to deliver the most effective multi channel customer service strategy.
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When developing an enterprise-wide customer service strategy have the following points top of mind:
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- It must support the overarching strategic goals for the business
- Must be Customer-driven in design
- Must meet cost or ROI imperatives
- Should have the capability to deliver social and mobile channels
- Technology must be an enabler and not the architecture of the strategy
- HR designing and planning is as difficult and as important as process and technology design
- Integration of channels is key
- Knowledge management and analytics are the backbone to good strategy
- Measurement and reporting is essential.
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The development of an integrated multi channel customer service strategy should result in the following business outcomes:
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- Increased customer engagement, advocacy and loyalty
- Increased revenue generation
- Increased efficiencies
- Increased competitive advantage through service delivery.
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Embarking on a true multi-channel service strategy is a complex and involved process. If it is conducted however, from a strategic framework, the chance of success is very high. If approached as an operational plan the risk of failure is high, as demonstrated by many organizations.
The first organizations to approach service in this strategic and integrated manner will have a considerable competitive advantage.
In case you missed the webinar a presentation from the session and the recording are now available for you to download.
Doc Wallace
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Dr Catriona Wallace? is a Customer Service Futurist, Academic and Business Owner of Fifth Quadrant? Pty Ltd, a Service Strategy & Research company, callcentres.net Pty Ltd, an? online publishing business and ACA Research, a full service market research? firm. Dr Wallace has a PhD in Organisational Behaviour, is Adjunct Faculty at? the Australian Business School, is the author of The Complete Guide to Call? & Contact Centre Management, has a strong following of her blogs ?Your Call?? and ?Devil Wears Grey?. Dr Wallace is one of the world?s most cited commentators? on customer service trends
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