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Dream A Little Bigger – Why Multi-Channel is Dead

A few years ago, I was lucky enough to help Professor Jerry Wind write his latest book, ‘Beyond Advertising.’ The research touches over a few concepts, including the need for businesses to create marketing campaigns and brand alignments resulting in benefits not just for themselves, but for their consumers and beyond. Backed with a worksheet-style framework and a slew of case studies, Professor Wind suggests that consistent messaging, distributed and orchestrated over a wide variety of channels, would lead to a consistent and altogether more effective customer journey.

Professor Wind was correct in his conclusion. In a generation where people have shorter attention span than goldfish, are forgetful and chained to their phones, and consistently lost and addicted to immediate gratification, it’s not enough to focus on how small interactions affect customer behavior. To move from these reactive, ineffective attempts at understanding people, marketers and customer service agents need to move away from analyzing points, tickets, and individual channels. The first step is cutting out this idea of marketing and customer service as multi-channel.

Multichannel Marketing and Customer Service is Dead

Bailing a Sinking Ship With a Solo Cup

To break into this concept of moving past multi-channel, it’s worth looking at a concrete example as to how and why multi-channel strategy doesn’t work in the first place. There are any number of case studies which address the topic. My personal favorite might be an onboarding study in the telecom business. A large telecom company tracked interactions that customers, such as an initial price consultation. In every given stage, customers were asked to rate their experience. Over all the polls, their experiences were positive. Viewed holistically, however, customers had a negative opinion of the process and the brand itself. Executives had to take a step back and think about not just the reaction of such calls, but the reasons behind them. By spending the time to examine the reasons why there were so many interactions, as well as bringing in customers to help them design a better process, they were able to engineer a far more effective onboarding process.

The brand needed to understand customers and their emotions rather than resolving sets of tickets. To compare this to the view of multi-channel considered originally, although consistency of quality was carried out over the different channels, the experience itself was not necessarily well-received.

A contrasting point is the success of healthcare IT company Flatiron Health. A large portion of their success is based in breaking down silos between patient touch points. By relating data between things such as EMRs and clinical research, as well as back and forth with patients, Flatiron is able to find successful trends in clinical and patient care. Additionally, by putting their product managers in hospitals to shadow nurses and doctors, Flatiron was able to listen more effectively to not just their clinic customers, but also to the patients their system is used for. By putting a focus on informing patients – not just doctors – both parties have an improved experience. Patients understood their therapy better and had easier ways to alert their doctor of changes while doctors had better information to inform future decisions. Flatiron’s astronomical growth rate and funding rounds speak for themselves in terms in contrast to the success and usability of traditional EMR systems. By focusing on net experience, rather than traditional touchpoint management, Flatiron was able to deliver better product and growth.

To formalize this into concrete business concepts, Chris Meyer proposes a possible explanation in Harvard Business Review about the customer experience

Multi-channel marketing and customer service is built on CRM management – tracking events, instances, and facts without focusing on the experiences and problems underneath. While there is a wide breadth of this information, it is still distinct from the concepts of motivation, experience and feeling. To really switch, businesses require a fundamentally different view towards how they try and get brands to align with people – or more simply, just seeing people as people.

While multi-channel itself an ineffective management strategy, it is worth mentioning how this thinking is ineffective for corporate sustainability as well. With customers using a wider number of channels – and methods of using those channels changing as well – thinking about channels as rigid entities sets a business up to be permanently behind the rate of change. In one Entrepreneur article, the writer posited that the rate of capturing the value of new platforms wasn’t as much of a problem anymore as the rate at which companies can adopt to them. Focusing on multi-channel will leave managers on an adoption rate treadmill, exacerbating the lack of visibility they have on their customers.

An Experience is Worth More Than 1000 Words

Nearly as soon as Professor Wind’s book came out, parts of its research were already bending to the breakneck speed at which digital marketing is changing. As IBM observed in their most recent CMO survey , the traditional silos – both in terms of industry and channel – are breaking down. CMOs are no longer the masters of ‘the campaign’ or creative geniuses, they are engineers of customer experience. Concisely, in the same survey, Mohamed AlTajer writes “There won’t be CMOs in the future; there will be Chief Experience Officers who are responsible for the overall customer journey.”

Relating to Professor Wind’s book, his work sets the stage for what will be a needed change in outlook and approach. People fundamentally expect the same experience over any channel we interact with. In other words, people don’t just want consistency when dealing with companies, they want an ongoing conversation. Too long has marketing and customer service focused on what is corporately efficient without realizing that by accommodating and listening customers, both succeed.

This is a relatively abstract concept that is illustrated well by clothing company Patagonia. Patagonia is built upon a number of principles including use of recycled materials, a permanent one percent of revenue commitment to grassroots activism, and a culture based off the mountain climbing past of it’s founder, Yvon Chouinard. They branded around the catchphrase “Don’t Buy This Jacket,” urging customers to consider the environmental implications of the clothes they were buying and to encourage them to buy use. In an act in line with their guiding principles, considerate to their customers, and seemingly flying in the face of a proper sales campaign, Patagonia’s sales actually exploded. () By sticking to their philosophy and informing their customers, Patagonia has maintained it’s shopper experience as an outdoors brand and continued to be a model brand of customer and corporate goals aligning.

Bottom of the Ninth

In an age where social media and customer management is an increasingly crowded landscape, what do businesses needs to change to actually understand their customers?

In part, the change in cultural. Think about the idea of the traditional sales team. The concept, although certainly profitable, is not always the most healthy extension of company culture. This introduces a risk of divide between the culture of the sales team and the rest of the team. In an ideal corporate structure, everyone in a company believes in their brand alignment and, through their work, help contributes to its success. To cite Michael Keller, CEO of Pearson’s Candy, “culture eats strategy for breakfast.”

To illustrate this, consider REI, the outdoor clothing and supply behemoth. REI seeks out employees passion about their products – in other words, ‘outdoorsy people’ – and the same people that would buy the products themselves. REI employees also lead sessions teaching things such as kayaking, get discounts on their products, and even days off to go outside and play. This unapologetic commitment to culture has led to a massive boon in sales, especially in comparison to some of their less-focused competitors. Rather than focus on channel-specific campaigns and tracking, by curating a culture, REI was able to drive sales effectively.

To tie this concept more directly to the sales and marketing front, Atlassian stands out. As one of the few Australian unicorn companies, their lack of sales team has generated a lot of buzz. While potentially alarming at first, it is relatively easy to see this success is attributed to founders devoted to the need for their own product, building a culture where people want to work, and making all aspects of the company, to some extent, marketing. By creating a product that they loved themselves and employees that wanted to work there, the marketing came from largely word of mouth. Combined with distributing their software for free, Atlassian blossomed into a massive company. Co-founder Scott Farquhar notes, “I passionately believe about giving experience. Mainly to employees but also to customers… People remember experiences that you give them.In other words, your own employees should be your brand’s biggest advocate, and their actions will help a product sell itself. In the same vein, Palantir, backed with a 0 dollar marketing budget, relies nearly entirely on the passion of its employees to drive and perfect it’s product. As one of the most valuable privately held companies in the valley, it’s safe to say the tactic is working.

A Product Is Worth a Thousand Words

Aside the more intangible changes of culture, the answer isn’t to stop tracking points – in fact, tracking is as relevant as ever – but to approach how we integrate conversations into marketing, sales, and, most importantly, product differently. As companies break down their multi-channel induced silos, they need to integrate customer interactions with how they build their product.

I think summary of all of this can come from a talk I went to with Eone Watch’s founder, Hyungsoo Kim. In his attempt to make a watch for the blind, he quickly realized that his perceptions of building and selling the product were completely wrong. He had made a series of assumptions about the blind, including that they could read braille and wouldn’t care as much about the appearance of the watch. In testing, soon realized how painfully wrong he was, with around 10% of his test users knowing braille and appearance being one of the most asked questions. Bringing the product back to the drawing board, the watch was re-designed to be appealing and usable to blind and sighted alike, an intuition that only came from having blind people work closely with the product team.

While companies talk to a variety of customers, usually not as specific of a market segment as the one targeted by Hyungsoo, it is easy to make a number of simplifications and projections based off what we as businesses feel like we should be focusing on and what people will want. Multi-channel, as Professor Wind examined and built on, is necessarily reactive. It precludes companies from seeing the underlying motivations behind customers and precludes them from building their best products. If we follow stories, rather than words and points, it’ll be much easier to predict the next chapter. So let’s stop thinking of marketing and customer service as pages, but rather books about people.

How to Turn Your Company into a Multi-Channel Success

Multi-channel is the future. Recently, a survey involving a thousand consumers was conducted to study into consumer shopping habits. Of the thousand surveyed consumers, 80% preferred having a choice of shopping in store, by telephone or online. There was a time when all the power in a customer-seller relationship was with local shops. A customer would drive for hours to get a chance to buy something but often, he/she would end up being turned away because the shop had already sold out. Since they got results without making any extra effort, multi-channel marketing or sales did not make sense to the sellers at the time.

Call center online customer support woman operator concept

Today, the entire relationship has been turned upside down. Now, all the power is with the customer and sellers have to constantly adopt new technology just so that a customer considers them when buying. Today, businesses need to make it as easy as possible for customers to buy something from them. In such times, a good way to increase your chances of netting a sale is appearing on different channels familiar to potential customers. In short, you need to whole-heartedly embrace multi-channel sales and marketing.An opportunity to engage with consumers across a variety of channels, multi-channel marketing allows you to maintain a consistent message and brand. On the other hand, multi-channel selling can help you to profitably sell to more people. With a multi-channel strategy, you can reach the right customers, at the right time, using the right channels and the right messages. This allows you to focus towards marketing efforts, improve customer engagement and achieve better Return On Investment.

To collect customer contact information, companies today use at least three channels. Considering this, it shouldn’t come as a surprise that more and more businesses today are focusing most on their efforts on multiple channel initiatives. Moreover, businesses are doing everything they possible can to make these initiatives successful. So, what are the efforts you need to make your multiple-channel initiatives successful? Following is how to turn your company into a multi-channel success.

Plan Carefully

The most important aspect of your multiple channel strategy is planning. Even if your idea is great, it can turn out to be disastrous if you execute it without much thought. Instead of helping you grow, this will end up costing you. For this reason, you must plan carefully what channels you’ll sell on, what systems you will use and how you will integrate those systems together.

Turn Multiple Channels into A Single View

Using a carefully planned strategy, you can accurately capture and link multiple engagement points into a single identity. When this happens, you will be able to get a single customer view into your multiple-channel activity. With this single customer view, you will know exactly when a customer wants you to reach out to him/her. This in turn will help your business to generate a positive response.

Eliminate the Need for Manual Data Entry

A multi-channel strategy creates repetition of finding customer information, sharing information and customer profiles across different systems and importantly, repeating the same conversation again so the customer service rep can understand the situation. The information stored in these systems includes information related to customers, inventory, items etc. Sharing this information across your systems is mandatory. Whether a customer buys in-store or online, you would want to track his/her order history.

If an item is purchased from your webstore, then the decrease in inventory should reflect in your amazon account and vice versa. Moreover, you must share product information from your point of sale (POS) or enterprise resource planning (ERP) to your online sales channels. Often, businesses using a multiple channel strategy for the first time rely on manual data entry to transfer data from one system to another. Unfortunately, the time and cost incurred in this process is something the business underestimates. It may take hours to manually enter data such as entering online orders into your ERP or POS. Moreover, manual data entry makes you prone to typing mistakes that result in out of stock, lost orders and worst of all, ticked off customers.

For the reasons mentioned-above, you need to eliminate manual data entry when using a multi-channel strategy. Today, there are numerous software-based solutions that automate data processing, speed up processing of orders and eliminate those costly human-errors.

Know Who You’re Selling To

multi-channel-success-single-customer-view-manual-data-entry

As important as knowing where to pitch, knowing who to pitch to can increase your chances of making a sale. You need to create various ‘buyer personas’ i.e. the customers you’re likely to run into when selling on various channels. These personas represent the different customer groups interested in your product. By customizing your message appropriately to those groups, you can increase chances of making a sale. Ultimately, this will help you to turn your company into a multi-channel success.

Want Your Customer Service To Be Sustainable? Be Dynamic

Guest blog by Jemma Martin

Customer service is subjective. It’s no longer about responding in the ‘right’ way. There is no such thing.

It’s about having the ability to be agile enough to facilitate the right answer in the right moment. Because every customer will want something different, depending on the product, the medium, the day, their mood… it’s all up for negotiation. And without this kind of flexibility, you’re losing out.

The right way is dynamic. The right way is the fastest, easiest way possible; no matter where your customer is.

multichannel communication

Here’s an example. Last week on social media I saw an advertisement for fashion prescription glasses. I have been wanting to freshen up my physical appearance and I was due for some new glasses on my health plan, so I clicked on the link. I recognised some trendy brands and the website suggested I try them on in store. I left the page and forgot all about it.

The next day I was meeting a friend in town. She was running late so I walked through the mall and saw a sign with glasses of the brand I saw online. I walked into the optometrist, tried on a bunch of options and was given great customer service by the staff. I was still in store when my friend met me, and she ended up trying on some glasses too.

The staff then contacted my healthcare provider and gave me a follow-up call the next day. I wrote to the company via their social media page, and they responded to me within a few hours. The next day I went back in store to finalise my purchase of two new pairs of prescription glasses. After the weekend, I received an SMS advising me that my new frames were ready for collection and to follow the URL link in the message to book in a time to have them fitted. The web link directed me to my local store’s online booking system. I had a question about this appointment, so I called the store and they booked in my timeslot for the next day.

It was all very smooth, easy and convenient. And I told A LOT of family and friends about this shopping experience. I now think that I’ll buy some prescription sunglasses from the same company because it was so easy to deal with them.

So, who is responsible for my loyalty? The initial marketer? The in-store salesperson? The follow-up caller? The social media assistant? Or the individual who decided that the process should be seamless?

Or was it all artificial intelligence? Some data and algorithms that resulted in a positive customer service experience?

Honestly, I don’t care. I can tell you that before this experience, I’ve spent many hours shopping for new glasses and had gotten part way through the buying process and not completed the purchase due to frustration.

Why is that? What made this company different? It’s simple; they anticipated that my needs are dynamic, and created customer centric solutions before I, the every-day consumer, realised I needed them.

Over the course of a week, I used multiple mediums to communicate with this retailer; including face to face, text messaging, their website (through the SMS link), social media and phone calls.

I communicated with them when I was in my kitchen, my home office, in their city store, in a store at another location, through my mobile device and through my laptop. Sometimes I was alone, sometimes I was with my husband or a friend. It just worked.

This retailer recognised that I was living my life and that it looks different every day. They made everything easy. Their customer service process was dynamic, just like me.

customer-satisfaction-service

This is now a non-negotiable for companies. Do you want to be sustainable? Yes. Well, how much? At the cost of upskilling your staff? At the cost of creating new processes and implementing in new systems? Can you anticipate your customers’ needs before they do?

The right way to provide customer service, is to do so dynamically. Because your customers themselves are now agents of change.

Expecting customers to follow old breadcrumbs all the way to the checkout isn’t smart business. It’s those very breadcrumbs that will keep you from attracting the customers you need to keep that checkout open.

Are you agile enough, to facilitate the right answers for your customers today?

 

jemma-martin-customer-service-customer-experience-expertJemma is Sales Team Manager at the RAA Group and is studying her MBA at Torrens University. She loves to inspire people to think differently, create innovative solutions and take action. With a strong history in frontline sales, in both face to face and contact centre environments, Jemma believes that questioning the status quo is integral to sustainable success.

 

One Company – Multi Customer Channels

When someone mentions a retail store, you’ll most probably imagine a building, amidst a crowd of parked cars. A clear picture of aisles and aisles of different products will cross your mind. And then you would also imagine some of the other shoppers you’re likely to meet there. This might ring true for many people but even if you enjoy experiencing the oddity of everyday life, who has the time for such nonsense? After a busy day at work, the last thing you’d want to do is stand in a queue at the retail store, just to buy a 1L of milk. Retail stores identified the ‘need for speed’ and thus, the multi-channel strategies were formed.

Related: How to Turn Your Company into a Multi-Channel Success

Woolworths – The Fresh Food People

customer-channels-woolworths

Woolworths is one such retail store in Australia, who has adopted multi-channel strategies to serve their customers better. They opened their first store in Sydney, in 1924 and soon afterwards, gained the popularity that have made them one of the leading retail stores in Australia. By revenue, they come on the 2nd place, after Wesfarmers.With over 3000 stores across Australia and New Zealand, the team at Woolworths soon realised that the traditional brick-and-mortar store strategy wouldn’t be able to satisfy their customer needs and so in 2011, they took the initiative to become the country’s leading multi-channel retailer. They decided to achieve their goal through a holistic and integrated strategy so as to capitalise on the country’s growing demand for online shopping. Fast forward to 2017 and the business is blooming for the retailer. For their third quarter in 2017, Woolworths revealed that their online sales have increased by 20%. According to a study analysed by Australian Consumer, Retail, and Services (ACRS) Research Unit, just four advertising channels (websites, personalised direct mail, TV ads and catalogues and flyers) are responsible for influencing 92% of a consumer’s purchase decision.

Online Delivery

woolworths-online-delivery

The ease of online shopping at Woolworths is certainly unmatched by many other retailers operating in the same industry. With reward offers and personalized shopping experience, customers can easily get their shopping delivered to their home or pick it up from the store, all ready for them.
The ‘Track My Order’ option helps customers know when to expect the delivery and even schedule the time of their delivery.

Shopping App

woolworths-app

Want to save even more time? The Woolworths app is available on both Google Play Store and Apple App Store. From personalised shopping lists to a store locator, the app offers the ultimate ease for its customers.

Dark Stores

When Woolworths opened its first ‘dark store’ in 2014, it was to reduce the time it took to fulfill online orders faster. The ‘dark store’ looked exactly like the other Woolworths stores, except that it was bigger in size. The aisles were maintained, the products were stocked neatly but it was closed to the general public.
You might wonder why a store wouldn’t allow customers in. That’s because the store isn’t for customers!

In this fast paced world, not many people have the time to waste on grocery shopping. A better alternative is online shopping but there were some issues to ordering online too. Most of the times, deliveries would take too long and Woolworths realised the need for faster deliveries. Hence, the ‘dark store’ was set up. It was Woolworths first dedicated online store and personal shoppers were amazed with the results.

With conventional stores, an ever present flow of customers makes it difficult for the staff to pick up online orders. The only time online orders can be picked is either early morning or at night, when the customer flow is at its lowest. Now, the dark store has solved this problem.

With no slow-moving customers blocking the aisles, the team at Woolworths dark store was able to fulfill orders quickly and at any time of the day. At peak hours, there can be as many as 80 pickers on the floor, at the same time.

Conclusion

Supermarkets are just one niche that Woolworths deal in. With a number of liquor stores, liquor supermarkets, petrol stations and discount department store chains, Woolworths Limited deals in numerous channels.

In order to enhance their digital business capabilities, Woolworths invested in contact center technology-as-a-service and in doing so, experienced a 40% reduction in touch points for email. Woolworths have expanded due to their award winning multi-channel initiatives and with their attention on innovation for increased customer experience, they are changing the face of Australian retail.

How to Turn Your Company into a Multi-Channel Success

Multi-channel is the future. Recently, a survey involving a thousand consumers was conducted to study into consumer shopping habits. Of the thousand surveyed consumers, 80% preferred having a choice of shopping in store, by telephone or online. There was a time when all the power in a customer-seller relationship was with local shops. A customer would drive for hours to get a chance to buy something but often, he/she would end up being turned away because the shop had already sold out. Since they got results without making any extra effort, multi-channel marketing or sales did not make sense to the sellers at the time.

Today, the entire relationship has been turned upside down. Now, all the power is with the customer and sellers have to constantly adopt new technology just so that a customer considers them when buying. Today, businesses need to make it as easy as possible for customers to buy something from them. In such times, a good way to increase your chances of netting a sale is appearing on different channels familiar to potential customers. In short, you need to whole-heartedly embrace multi-channel sales and marketing.An opportunity to engage with consumers across a variety of channels, multi-channel marketing allows you to maintain a consistent message and brand. On the other hand, multi-channel selling can help you to profitably sell to more people. With a multi-channel strategy, you can reach the right customers, at the right time, using the right channels and the right messages. This allows you to focus towards marketing efforts, improve customer engagement and achieve better Return On Investment.

See also: Learn how to manage multiple channels with Woveon

To collect customer contact information, companies today use at least three channels. Considering this, it shouldn’t come as a surprise that more and more businesses today are focusing most on their efforts on multiple channel initiatives. Moreover, businesses are doing everything they possible can to make these initiatives successful. So, what are the efforts you need to make your multiple-channel initiatives successful? Following is how to turn your company into a multi-channel success.

Successfully Managing Multiple Channels within Your Business

lead-generation-social-media

Plan Carefully

The most important aspect of your multiple channel strategy is planning. Even if your idea is great, it can turn out to be disastrous if you execute it without much thought. Instead of helping you grow, this will end up costing you. For this reason, you must plan carefully what channels you’ll sell on, what systems you will use and how you will integrate those systems together.

Turn Multiple Channels into A Single View

Using a carefully planned strategy, you can accurately capture and link multiple engagement points into a single identity. When this happens, you will be able to get a single customer view into your multiple-channel activity. With this single customer view, you will know exactly when a customer wants you to reach out to him/her. This in turn will help your business to generate a positive response.

Eliminate the Need for Manual Data Entry

A multi-channel strategy creates repetition of finding customer information, sharing information and customer profiles across different systems and importantly, repeating the same conversation again so the customer service rep can understand the situation. The information stored in these systems includes information related to customers, inventory, items etc. Sharing this information across your systems is mandatory. Whether a customer buys in-store or online, you would want to track his/her order history.

If an item is purchased from your webstore, then the decrease in inventory should reflect in your amazon account and vice versa. Moreover, you must share product information from your point of sale (POS) or enterprise resource planning (ERP) to your online sales channels. Often, businesses using a multiple channel strategy for the first time rely on manual data entry to transfer data from one system to another. Unfortunately, the time and cost incurred in this process is something the business underestimates. It may take hours to manually enter data such as entering online orders into your ERP or POS. Moreover, manual data entry makes you prone to typing mistakes that result in out of stock, lost orders and worst of all, ticked off customers.

For the reasons mentioned-above, you need to eliminate manual data entry when using a multi-channel strategy. Today, there are numerous software-based solutions that automate data processing, speed up processing of orders and eliminate those costly human-errors.

Know Who You’re Selling To

As important as knowing where to pitch, knowing who to pitch to can increase your chances of making a sale. You need to create various ‘buyer personas’ i.e. the customers you’re likely to run into when selling on various channels. These personas represent the different customer groups interested in your product. By customizing your message appropriately to those groups, you can increase chances of making a sale. Ultimately, this will help you to turn your company into a multi-channel success.

Why is Multi Channel Customer Service Important?

We live in a time of plentiful choices. Making the most of it, many organisations or start-ups in Australia are creating their impact, in the shortest possible time, by means of integrating multiple channels of customer service in their businesses.

Nowadays, integration of multi-channel customer services is one of the most important factors for a business to consider, due to many reasons. By providing a range of options to the customer, businesses in Australia are attracting and growing their loyal customer base significantly. They build high value by affecting the way in which people are making purchase decisions nowadays.

Request a FREE Conversational Technology demo today and Learn How to Manage Multi-Channel Customer

In addition, offering abundant choices to your customers is a forerunner for a business to maintain its presence, meet the customer needs round the clock irrespective of their location, and empower customers to take the right decision. To assist you further, let’s have a detailed look at the concept of multi-channel customer service in Australia.

Business Efficiency through Multi Channel Integration

Multi channel customer service holds huge potential in delivering business efficiency and excellent customer experiences. The customer experience offered by integrating a multi channel strategy creates a more personalised, optimised and responsive outlook of a business in Australia’s competitive and transforming industries.

As per the Fifth Quadrant’s research;

The primary channels that attract the maximum investment of various small or big organisations are 83% online or self-service – digital, 62% mobile apps, 34% email and surprisingly, 57% of investment is focused on the phone or voice channel while 18% towards face to face channels.

This clearly emphasises on the potential that opens up for a business with the integration of multi channel customer service. Along with that, the level of exposure of the customer base to your business improves, as you cater to the needs of your customers by all means, and without falling short of their expectations.

Are you increasing the investment in multi channel customer service this year, to attain higher business value in your particular industry?

multi-channel-integration

If you too, plan to join the forces of digital transformation and differentiate your business from the existing competitors, then you must make the most of these consumer channel preferences, and make only the right decisions, most importantly in the right direction, to optimise your customer service experience.

The top most channels utilised by Australian consumers, to avail customer service, are through phone conversation – 62%, via self-service website – 41% and in person – 45%.

The Prospective Channels of Customer Service and their Importance

Organisations that believe in delivering exceptional customer support, reach out to their consumers through all of those channels where their customers are present. Thus:

  • If your existing customer base includes avid user of emails, opt for an instant email support.
  • If they like to reach your business on Twitter, make this platform as your potential channel of customer support to access your customers efficiently.

In continuation of the above stated Fifth Quadrant research, keeping a strong grip on all the available channels of customer support will be the only key factor in differentiating your business and moving it along to a true market leader.

Email: This is undoubtedly the most non negotiable channel for all types of businesses. Almost 91% of consumers utilise an email service, everyday. This is the easiest means of building instant rapport with your customer base.

Social Media: Social networks are now the most excellent means of accessing your customer and to grow your business. Companies who use social networks as customer support channels have 15% lower churn rates than the ones who don’t.

Self-service Knowledge Base: As the name depicts, the self-service knowledge base is extremely useful to help your customers get to know you better, without being present for their assistance, through a live channel of customer support. You can deliver exceptional assistance 24/7 with just a small team.

Voice or live Chat:Phone support is old-fashioned but considered as the fastest means of communication between your business and the customer base. In fact, phone assistance accounts for almost 68% of the speediest interactions. Similarly, 44% of customers say that having a live chat support during an online purchase creates a trustworthy relationship with the service providers and is accounted for, as the top feature a website could offer.

Related: 
How to Do Customer Service The Right Way

Multi Channel Customer Service – A mean of seamless consumer experience

Your customer wants to be able to contact you with whatever device they hold in their hands and that is what your business needs to do – make itself accessible, by all possible means, for your customer’s satisfaction.

Integrate many digital platforms and provide seamless consumer experience through different channels. If you manage to reach out to your consumer base through numerous channels, your business will be providing fantastic experience to its customers, which is hard to give up.

Gain more loyalty and trust with your instant customer service. Stay responsive to your customers and effectively provide them with updated information and flawless support.

In today’s fast paced and transforming world, a business that shows itself invested in providing exceptional support to its customers, by making the most of the multi channel customer service, will go a long way in building long lasting relationships with its customers and successfully make its mark.