Blog // August 09, 2021
Blog // August 09, 2021
by Nick Sellers | CX Service Design
When delivering an effective customer experience (CX), one of the key factors is choosing the right contact channels. Brands must consider how they can effectively resolve different customer issues while maintaining high levels of satisfaction.
Today, many companies are taking stock of the changes experienced over the past 18 months and working out where they go next with their customer service. As new trends, technologies, capabilities, and customer preferences are identified, they must revisit their choice of channels to support customers if they want to stay relevant.
While they ensure they are offering the right channels to customers, brands must also be sure that new channels introduced help deliver the right CX.
Introducing new channels, and getting them right, requires a relatively high level of investment to acquire, configure, and deploy the technology that powers the process. For example, to introduce Twitter messaging, it isn’t simply logging into Twitter as an individual would do. The platform is needed to manage high volumes of incoming tweets and allocate them into queues to be handled effectively and efficiently by customer service colleagues working through the queries.
And that’s where the balancing act comes in.
The best channels will depend on the brand and the type of consumer interactions handled.
It’s important to note, however, that voice support can be difficult to provide efficiently. Customers dislike long waiting times, for example, which can have a negative impact on CX.
However, with the written word, it isn’t easy to pick up emotion, tone of voice, etc. This makes it a little challenging for emotional or highly sensitive issues.
Email is often the least satisfactory customer service channel and may be the most costly if interactions require more than one or two exchanges.
Typically, a combination of three channels is needed to offer comprehensive, well-balanced CX that covers a broad variety of interactions.
When choosing the right contact channels, brands should consider:
Brands must review channels regularly to ensure they are still using a relevant combination to deliver the best overall experience. This must involve careful analysis of data to understand how customers use what’s available, where there are challenges, and how the process could be streamlined for better results.