Editor's Note: Take a look at our featured best practice, Digital Transformation Strategy (145-slide PowerPoint presentation). Digital Transformation is being embraced by organizations across most industries, as the role of technology shifts from being a business enabler to a business driver. This has only been accelerated by the COVID-19 global pandemic. Thus, to remain competitive and outcompete in today's fast paced, [read more]
Multichannel Contact Center Strategy: Delivering your Brand Promise in STYLE
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In the increasingly competitive business scenario, the end-to-end customer experience and delight has become a new area, which no one can afford to neglect. It is of paramount importance to deliver superior services with differentiated experience while aligning with the ever-changing customer preferences and needs.
Likewise, technology has changed the way organizations manage relationships with customers. While companies may argue this new reality, we cannot refute the fact that consumers are increasingly in a position of power. Comparison shopping on a wider scale has become the norm.
A strong relationship with the customer is of utmost importance, and the modern contact center can facilitate this. A right balance between customer experience and contact center operation must be maintained. This is when the Multichannel (or Omnichannel) Strategy comes into play.
The Emergence of Multichannel
Customer demands are increasing. Customers now expect to be treated as multichannel buyers. They are empowered to use the web to research information, purchase products, and negotiate returns. Products can also now be examined more than once through multiple channels. Likewise, service providers can now be contacted through a variety of service channels.
With the changes in the marketplace, leading businesses have started to harness both traditional and new service channels. This is to enable them to better cater to changing demographics across all geographies and provide customers better access to new channels.
The emergence of Multichannel in this information-rich age has enabled a new mix of service channels, which as a package can be more efficient. This involves a complementary blend of traditional and web-enabled assisted service that promotes a high level of efficiency in business. With the emergence of a Multichannel Contact Center, companies can better facilitate a strong relationship with customers and address customer needs.
Driving Performance through Multichannel Contact Center Strategy
Research by Aberdeen Group showed that a Multichannel Contact Center Strategy can achieve more than twice year-on-year improvement in customer satisfaction.
In Multichannel Contact Centers, selecting the appropriate service type is essential in meeting customer needs and expectation. The Assisted Services is targeted towards the elderly population and non-tech savvy customers. On the other hand, the Self-service is targeted towards technologically advanced customers to reduce cost.
However, regardless of what type of service is used or provided, it is essential that field servicing, self-servicing, and assisted servicing channels must work in tandem.
Optimizing Service Channels
A Multichannel Contact Center operates in a complex interactive environment. Thriving in a complex marketplace requires the use of multiple factors that may guide companies towards optimizing the Service Channel Mix and provide the ultimate satisfaction to customers.
The first stage is the Analysis and Optimization of Channels. There are several key analysis and drivers to the selection that should be considered. One key analysis is on customer segmentation which helps in defining your customer and determining the kind of service type suitable for the said customer segment.
The second stage is the development and implementation of Channel Strategy. The optimization plan for service can lead to redefining channel strategy. Ensuring the success of the redefined strategy depends on how our company can incentivize our customers to migrate to a more efficient and effective service channel.
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In the modern Digital Age, advances in technology and communication, combined with the explosive growth in data information, have given rise to a more empowered global customer. Recent economic and political events highlight the need for organizations to understand how consumers view the world and the most important attributes for their purchasing decisions.
Thus, increasingly more organizations are seeking to invest and focus on Customer-centric Design. A clear understanding of customer needs and behaviors across the organization will help drive profitable growth strategies and provide the confidence to invest in opportunities at a time when staying within budget can be extremely difficult.
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About Joseph Robinson
Joseph Robinson is the Vice President of Strategy at Flevy. Flevy is the marketplace for best practices in business management. Learn how the Fortune 100 and global consulting firms do it. Improve the growth and efficiency of your organization by leveraging Flevy's library of best practice methodologies and templates. The documents at Flevy (https://flevy.com) are of the same caliber as those produced by top-tier management consulting firms, like McKinsey, BCG, Bain, and Accenture. Most were developed by seasoned executives and consultants with 20+ years of experience. Flevy covers 200+ management topics, ranging from Digital Transformation to Growth Strategy to Lean Management. You can peruse a full list of management topics available on Flevy here. Prior to Flevy, Joseph worked as an Associate at BCG and holds an MBA from the Sloan School of Management at MIT. You can connect with Joseph on LinkedIn here.Top 10 Recommended Documents on Customer Experience
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