Multichannel CX isn’t About Saying, “We’ll get back to you” on 10 New Channels
Multichannel customer engagement is a well-covered topic. A quick Google search on the topic yields over 693,000 results. Search for Multichannel Customer Experience or Multi-channel Customer Service and you’ll get more than 5 million results for each.
With so much coverage, why talk about it? Seamless multichannel customer experience has continued to be an aspiration that organizations still struggle with and can be achieved by education on the topic.
Conceptually, it seems straightforward — consumers have shifted from telephone and email to a variety of channels such as Apple Business Chat, WhatsApp, Facebook Messenger, Twitter, SMS, text messaging, and more. They use these platforms to communicate with their friends and family, and now want to manage their relationships with brands and businesses over those same channels.
In response, organizations have tried to provide alternatives such as using mobile apps or building their presence on social channels to engage with customers.
However, taking this approach hasn’t led to the desired improvements in customer experience for many businesses. This is due to a lack of a consistent experience across channels.
In one such example, in highlighting what matters to customers, Kampyle found that 87% of customers think brands need to put more effort into providing a consistent experience across channels.
Why do CX Projects Fail to Deliver Against Expectations?
Multichannel customer engagement initiatives have focused largely on channel enabling, trying to tick-off every possible digital channel on the list. Consequently, the experiences designed years ago for the voice channel have been carried forward to the new digital channels, resulting in broken customer experiences.
For example, when you call a business to resolve a service issue, an agent takes your request, logs it into a case management or ticketing system, shares the ticket number with you, says, “We’ll get back to you” before moving on to the next customer.
Compared with the experience you’d get on Twitter or Facebook, it’s hardly any different. Different channel, different interaction model (messaging vs. voice), but same broken experience. Plugging in new channels into existing manual processes and ticketing workflows simply doesn’t go far enough to deliver the slick experiences that consumers expect today.
In fact, it causes customer frustration because customers expect faster responses on messaging apps. As pointed out by in a McKinsey report, 75% of online customers expect help within 5 minutes. Any delays in answering queries and resolving issues will significantly increase churn.
If your multi-channel customer engagement strategy essentially results in saying ‘No’ to customers on ten more channels, it isn’t going to have any positive impact on customer experience.
What is Required to Make Multichannel CX Projects Successful?
What’s really needed is end-to-end automation that can instantly act upon customer messages by automatically identifying customer’s intent and then instantly fulfilling requests.
Let’s consider the following. Suppose you need to activate an international roaming pack on your smartphone. The obvious choice is to call your mobile operator, speak with an agent to explain your requirements, then select a pack from a list of confusing options. If you miss out noticing any critical details, chances are you will end up selecting the wrong pack and getting overcharged. Almost setting the stage for a subsequent “this isn’t what I was told” conversation, without any written proof for what was discussed and with whom.
Compare this with the option of reaching out over your preferred messaging channels such as Facebook Messenger or the WhatsApp. You don’t need to remember a customer helpline number, nor do you have to wait on long IVR queues. You type in your message, an NLP enabled chat bot interprets the intent and then provides the details of multiple packs with all critical details in an easy-to-understand format.
There is no hurry, you can take your own time to go through each of the options before selecting your preference. Backed with billing integrations, provisioning and other systems, the request can be acted upon instantly and automatically without any agent intervention. Adequate security and authentication (such as OTP check) can be built right into the customer journey.
The entire conversation is automatically logged in a system accessible to both parties for future reference if needed.
For requests that involve physical activities, such as tracking and delivering lost baggage, customers can be kept proactively informed on channels of their choice, so they don’t find the need to call for the latest status.
How do YOU Enable These Types of Customer Experiences? Join us for Our Workshop at CX Forum 2018!
Join Tyler Skillen, Director of Business Development, and Matt Hooper, SVP of Global Marketing & Alliances, as they dive into the new conversational digital messaging channels and technologies that are reshaping the customer engagement industry. From their own experience, they’ll share insight into the strategies needed by CX professionals to differentiate customer engagement and service.
Some of the new channels and approaches that will be covered include Apple Business Chat, RCS (Rich Communication Services), WhatsApp, WebRTC, and AI.
What you’ll take away:
- The impact of new two-way digital channels on CX over the next 3 years – which horses should you be backing and why.
- What your organisation can do now to create a digital communications hub making the best of automated and human-assisted customer interaction.
- How different sectors are using digital messaging and engagement technology as part of their digital transformation.
- How IMImobile worked with MaritzCX and the TELUS’ Customer Feedback team to reach new heights of success by focusing on each user experience, and a comprehensive follow-up strategy.
Visit the event website for more information on how to register, or join us for our upcoming webinar to learn about the latest digital channel transforming conversational CX.