Customer support was originally handled through three information channels: telephone, letter or in person. As technology advanced, however, the available communication tools evolved, moving toward digital and cloud services. Now, businesses must handle customer service communications through a multifaceted approach known as omnichannel. As defined, this new approach streamlines and unifies consumer information across all corporate and client touchpoints to provide seamless, universal and informed service, and it can be further defined through the four Ps:
- Pain-free
The first P refers to the seamlessness of the customer experience during the point of contact and finding a solution. Is your business’ currently facilitating this process in the best way possible? - Proactive
Is your current service reactive or proactive? The second P is about being ahead of the curve when it comes to solutions. Therefore, provide answers to problems that customers haven’t asked yet. - Personalized
How attentive is the business to client needs? The third P requires a personalized approach, meaning that the old ways of one-size-fits-all don’t work in today’s customer service environment. - Productive
Lastly, the fourth P is focused on productivity. Are your service agents empowered to make unilateral decisions, or does everything have to go through upper management? Streamlining the decision process is the focus of omnichannel customer service.
If your business is not yet in tangent with the four P’s, it is not too late to start. There are several steps your company can take to improve the consumer experience and better align itself with the principles of multichannel service.
Understand Customer Behavior
The basis of business and customer support is to understand customer behavior, and in the current economic climate, it is more important than ever before. To understand consumers is to understand their behavior, and to acknowledge their actions. It is difficult to establish successful communication channels if you do not know where your client-base spends their time online. Knowing that the majority of your clients use platforms like Twitter and Facebook will allow you to divert budgetary dollars from other social platforms.
Capitalize on Mobile Platforms
Also, while omnichannel efforts where once limited to desktop and laptop computers, there are now multiple ways for customers to use business platforms and to contact support. You will be hard-pressed to find consumers without mobile phones or tablets. Therefore, it is essential that companies design for mobile platforms.
Allow for Self-service
Additionally, it is not always necessary to flood your patron’s inbox with personalized messages or to provide information only through a real person. Some people prefer a more introverted customer experience, meaning that they prefer self-service. Companies can accommodate these types of shoppers by providing thorough and robust FAQ pages.
Integrate SMS
Omnichannel support often depends on a personal approach to consumer relations through the utilization of technology and its platforms. Therefore, to push your support features to the next level, offer SMS capabilities. The availability of text messaging and its nearly universal appeal make it a reliable way to provide service and support.
Incorporate Live Chat
When discussing personalized service, you can’t get any better than offering live chats. While chatbots have their place in the streamlining process, a real person can provide empathy and relatability. A machine is not able to provide accurate as well as emotional support and understanding.
Don’t Forget Email
Granted, it is easy to forget the old methods of letters and email, but each still holds value in the customer experience. By incorporating both personalization and technology, businesses are capable of crafting targeted email campaigns that can lead to satisfaction and further purchases.
While technically optional, omnichannel customer service is an appreciated customer service approach that yields real results. However, for true effectiveness businesses must be capitalizing on this approach across every touchpoint. If you are interested in incorporating this multichannel strategy into your business, then contact Etech for a customized solution.
