Customers are no longer limited to contacting businesses solely through phone calls. The modern customer journey now takes place across multiple communication channels, ranging from text messaging to social media and video. Embracing the appropriate channels for customer service is the key to meeting the growing expectations of customers.
70% of customers say they would be willing to make more purchases from companies that offer convenient support across various channels. The challenge, however, is that many organizations still do not know which channels they should be prioritizing. They are still searching for the “perfect channel”.
In reality, different consumer groups have diverse preferences, making it crucial for companies to adopt a versatile approach when developing their customer experience (CX) strategy.
The Shift in Communication Channels
Voice calls remain a valuable tool for contact centers. 65% of customers still prefer using voice for its speed and convenience in customer service. Moreover, voice interactions can still deliver exceptional results, achieving an average customer satisfaction score of 86%.
Nevertheless, there is a significant shift in the contact center landscape towards digital channels. An increasing number of customers, both millennials and Generation Z, are digital natives, accustomed to finding information online and interacting with businesses through social media, email, and web chat.
Email is perhaps one of the most important digital communication channels for customer service teams. After all, there are more than 4 billion email users worldwide, and email offers a convenient alternative to calls for customers who do not require immediate assistance.
However, the digital communication landscape extends much further, covering channels such as:
Live Chat72% of customers choose online chat when they want to connect with a brand. Live chat can offer an experience that combines the best of both email and phone support, providing real-time assistance while also offering a convenient service that does not require waiting in a call queue.
It can also be an excellent source of insights for companies, allowing team members to gather data about common customer inquiries and better understand the customer journey.
Self-Service
Self-service is by far one of the most popular customer service solutions for younger generations. It gives customers a way to answer questions rapidly without waiting for agent support. The challenge for companies is that self-service interactions can take place over various channels.
Automated IVR systems, chatbots, FAQ knowledge bases, and automated troubleshooting solutions all provide access to different types of self-service. It is crucial to prioritize the ease of access to self-service channels to minimize customer frustration.
Social Media
According to one study, 47% of respondents said they feel more positively about brands that can provide customer support over social media. Again, the concern for contact center leaders here is that there are many different social channels to consider, from X (platform), to Facebook, Instagram, LinkedIn for B2B professionals, and even TikTok.
A comprehensive omni-channel customer service strategy that leverages social media will require companies to have a broad understanding of which channels their customers use.
Mobile Messaging
Up to 97% of the US population owns a smartphone. Mobile messaging is an excellent way to connect with customers on the go and deliver personalized service. In today’s world, mobile messaging is not just limited to SMS and MMS messages.
Companies are also interacting through asynchronous messaging apps, including WhatsApp and Facebook Messenger, allowing the customer to pick up the conversation at a time that is convenient for them.
Video Chat
For some support inquiries, video chat can be extremely useful. The ability to share your screen and interact with customers face-to-face can be a game changer, particularly during technical discussions. Video calls offer an excellent way for companies to walk customers through troubleshooting steps or demonstrate visual solutions in real-time.
It can also help to strengthen relationships with customers, paving the way for more personalized interactions, in a world dominated by automation.
Extended Reality
Extended reality might not be as commonplace in the digital customer service world as some of the other channels, but it is quickly gaining a lot of attention. Virtual reality landscapes offer an immersive way to onboard customers, offer training, and provide product demonstrations.
Augmented reality also gives customers access to seamless step-by-step guidance and support, overlaying crucial information on top of real-world environments.
The Right Channel at the Right Time for the Right Outcome?
The reality is that there is no “perfect channel” for the future of customer communications. Every customer will have their own preferences for how and when they want to start a conversation with your business, and which channels they want to use.
Robert Mansfield, Chief Technology Officer at Content Guru, says, “Customers want to interact with your business on their terms, through the right channel at the right time for the right outcome. Whether that’s phone, voice, email, or WhatsApp, your organization needs to be ready to meet customers where they are. Investing in a cloud-based omnichannel customer service solution is essential for any business looking to reduce customer effort and elevate their CX.
This isn’t just about adopting new tools—it’s about transforming how businesses connect with customers, making each touchpoint a seamless and engaging experience.”
The right approach to the future of digital transformation requires a careful evaluation of your target audience. Aggregating customer data intelligently using a Customer Data Platform (CDP), as well as using journey mapping to identify the key touchpoints your customers use is essential.
Once you’ve identified the right channels for effective customer service, you need a platform that aligns them. A truly immersive experience requires a platform that can seamlessly blend multiple channels into a single consistent user interface for your agents. Look for a contact center solution that:
- Aligns All of your Technology
An effective omnichannel contact center provides access to more than just the right communication channels. It should align everything from video conferencing to SMS and social media messaging in one interface. However, it should also integrate with the critical tools your agents use to personalize and enhance customer journeys, such as a CDP.
An all-in-one solution that unifies both data and customer service channels will pave the way for more personalized, engaging conversations, and improve workplace efficiency.
2. Enables Intelligent Automation
Automation is the key to bringing speed and efficiency to an omni-channel contact center. It also enables companies to offer comprehensive self-service experiences, in the form of customized chatbots, intelligent IVR systems, and voice bots.
Intelligent automation solutions can reduce the number of calls and contact requests your agents need to handle, while also delivering 24/7 support to customers. Plus, it can help streamline tasks like outbound calling, conversation summarization, and strategic routing.
Embracing the Future of Customer Communications
Customer journeys have evolved drastically in recent years. They’re now multi-step, omni-channel experiences, and they need to be comprehensively aligned to ensure you can provide consistent, efficient, and personalized service.
“To benefit from both synchronous and asynchronous messaging platforms, as well as transitional channels like voice, your business needs a solution that can integrate multiple communication channels into a single pane of glass. With Storm, businesses can unify all customer touchpoints, from social media and live chat to email and voice, into one cohesive system.
In addition, by leveraging intelligent automation and advanced data analytics, storm helps businesses refine their customer engagement strategies, gain actionable insights, and maintain a competitive edge in an ever-evolving business landscape.”
An omni-channel customer experience platform that aligns both your channels and your data, enables intelligent automation, and offers valuable insights into customer requirements, will ensure you can thrive in the new age of customer expectations.
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