For any business to grow and prosper, customer experience matters greatly. There are cases where businesses regardless of the quality of their services and products thrive on better customer support.
With more competition in the market, it is only natural for businesses to adopt the practice of channel blending to improve productivity. The use of blended channels in the arena of customer support is integrated on a very simple principle.
Better Customer Experience = More Business
However, the management of blended channels can sometimes become the Achilles’ heel for many businesses. Instead of providing them with good returns, bad management of blended channels can also go sour.
It has been estimated that bad customer experience is costing $120 Billion dollars to Australian businesses each year. This staggering figure clearly suggests how important is to devise strategies for better customer experience.
With more people using different social media platforms, businesses can’t provide optimal customer experience only through contact centres. According to statistics, 7 in 10 Australians use Facebook and approximately half of the Australian population daily logs onto Facebook.
There is no such thing as a Perfect Business Tool
Once there was a time when businesses could run efficiently with silo mentality. Customer demands have been increasing exponentially in the recent times. For better formation and management of blended channels, silo mentality can’t work anymore.
The crux of this progression is that business models need to dynamically adapt with changing times. Years ago, when the approach of blended channels gained popularity, it suddenly became the ideal customer support tool for many marketers. Although with time, problems start to appear in the management of this approach as well, it has proven to be an effective tool.
In the following section, we will try to discuss how inefficient management of blended channels can cost your business some irrevocable losses.
Unfamiliarity with Technology: Ineffective usage of blended channels+ bad reputation of the business
Answering customer queries through inbound calling is fine but if your customer support agent is not familiar and efficient with the use of other interactive platforms (SMS, online chat, Twitter, Facebook), then your approach of blended channels can’t convert in better ROI. Generation Y is very agile and they are always in a hurry. Hence, they won’t like it when their queries are not answered quickly. Not only will they will dump your services, they will only propagate the bad reputation of your business.
And it doesn’t stop just with bad mouthing. The same online tools which you have incorporated in your business will be used against you. They probably leave comment or review about their experience with you on social media platforms. A study suggests that more than 80% people are influenced by online reviews when they reach any business through blended channels.
Counter-Productivity of Multitasking Means Leads Won’t Convert
There are many caveats attached to the concept of multitasking. A school of thought believes that it is a good strategy for increased productivity while others think it is counterproductive.
Agents, when operating blended channels, are basically doing multitasking and there is a simple problem associated with that. Not every person is able to handle the challenge of multitasking demanded from the blended channel approach. Therefore, if you have huddled a team without assessing their multitasking capabilities, then there are strong chances that it will backfire.
People who fail to multitask can’t simultaneously concentrate on every interaction they are making on blended channels. Failing to provide their 100% to every customer interaction means there will be less display of persuasion and convincing. We all know that with little persuasion you can’t successfully convert leads into customers.
Inefficient Management of Blended Calls Can Also Lead to Increased Employee Turnover
Assigning agents that are not familiar with newer online platforms or who are not good at multitasking to the operations of blended channels also becomes problematic for your own employees.
With more workload and failing to manage multiple channels, their stress levels can shoot up. Apart from that, failing in converting leads and satisfying customers can also lead to frustration. Working under constant pressure can make many of your employees to switch. Greater turnover rates are not good for consistent performance of any business.
Unrelenting Mismanagement Of Blended Channels Mean You Will See A Dip In Your Profit
If a business doesn’t mend its ways in managing the blended channels effectively, then the worst possible outcome will be depleted profits. With bad reputation, a business will have less lead generation, and with bad customer support even the loyal customers start to call it a day. The failure to acquire new customers and the inability to retain existing ones only means one thing: a significant dip in revenue.
It is an undisputed fact that devising multi-prong blended channels strategy is good for businesses but managing it effectively is the key to reap its benefits. If you are looking for better ways to improve customer engagement and offer better customer experience, get in touch.