Almost every report about customer service technology mentions the importance of “multi-channel support”. Most of us are familiar with “multi-channel marketing” but not “multi-channel support”? What is it and why is it needed? We thought it would be worthwhile to delve into this topic in a little more depth.
First of all, exactly what is multi-channel support? As described in an article by Zendesk titled “A Guide to Multi-Channel Customer Support”: “Multi-channel means all the various ways in which customers may reach you for service and support, including phone and email, but also newer technologies, including social media and lightweight self-service options such as knowledge bases, communities, and live chat tools”. They go on to explain that even hardware has been affected: “The explosion of mobile devices has created a proliferation of hardware channels in many support organizations. Your employees most likely have a laptop at their desk, a smartphone in their pocket, an iPad in their bag; and your organization might be moving some of its work to those devices.”
It is one of the new challenges in business. We have learned to sell on many different channels so customers have rightly come to expect support on those same channels. We now have to cover the telephone, email, social media, online forms, web chat requests and so on – including real-life “in store” interactions for brick and mortar businesses. It can be easy to get tripped up by this and deliver mixed messages to the same customer, making the experience more confusing for them and more difficult for you as well.
Enter Multi-channel support: Its goals were well described in a Business2Community article titled “Multi-Channel Shopping Means Multi-Channel Customer Service”: “If you can merge all your channels of communication into one fluid and effortless conversation, then you have mastered customer service in the multi-channel age. Your customers do not think of your business as separate channels, so neither should you. Retailers should aim to create fluid service and you can use your customer service communications as a way of joining the dots between separate channels of retail.”
It was with that thought process that we at Teledini developed our engagement tools, and a method to manage and communicate with both your prospects and customers using live chat, video+chat, and click to call all in one unified system. You can simplify your engagement with customers, and create a higher quality user experience. Add to that the unique CRM. and intelligence Teledini engagement tools offer and we believe you have an excellent tool to sell more, and service your customers better.
This is something all companies, small and large need to consider if they have a customer support function at all. So what is the best way to implement a multi-channel support channel? An approach by service provider Moxiesoft in an article titled “Want To Implement An Effective Multi-Channel Service Strategy?” recommends that first you get your ducks in a row. They think the best starting point is to “implement a unified knowledge base” and that you then match channels to the interaction: “Making every channel available to every customer all the time can be very costly. It is far better to make channels available selectively based on the nature of the inquiry, your service operations and even the value of the customer”, they suggested. They also make the common sense suggestion that you “optimize the potential of every channel” and conclude by saying, ” No matter which channel a customer is using, the goal is simple – deliver a response that promotes a positive outcome and increases first contact resolution.” Our Service provides you the opportunity to do exactly that. You can choose each engagement tool you want to offer your customers or prospects; live chat, live video chat, or click to call. Our service can be programed to be time of day sensitive as well… turn on live chat during peak hours, and click to call or just messages after hours.
Beyond a certain size of company, this all gets pretty complex, and you almost certainly will want a provider for both the technology and help with implementation. The technology can be integrated with your CRM but additional functionality may be needed. Our company has developed expertise in this area through our professional services organization.
You can find additional information on our site: teledini.com