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Expert forum
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What
three tips would you give to managers
looking at investing in multichannel
service technologies? |
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1. |
Create
a multichannel service roadmap
Plan your multichannel strategy before
you buy any solutions. And, ensure that
the architecture of your solutions supports
tight integration. Companies often end
up with service silos when they focus
on just one channel at a time--they
have disparate single-channel customer
service systems that don’t talk
to each other, resulting in customer
frustration and defection, instead of
customer satisfaction.
Once your strategy is in place, you
can implement service channels incrementally.
Selecting the appropriate online channels
to complement phone interactions should
depend on nature of your business and
the type of customer inquiries you receive.
For instance, if you have a mortgage
web site, web collaboration may be a
lot more relevant than email customer
service, because your main concern would
be to make it easy for customers to
fill out complex forms online.
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| 2. |
For
each channel, invest in a solution that
offers high productivity and scalability
Implementing check box solutions for
providing multi-channel interactions
is much worse than not providing any
multi-channel capability. It leads to
customer disappointment, confusion,
and ultimately customer frustration.
It is critical that online channel interaction
capabilities be planned for future scale
and growth instead of simply plugging
a temporary fix that cannot grow with
customer trends!
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| 3. |
Ensure
that the solutions enable you to provide
consistent service across all channels
Consistent service across all channels
is the hallmark of effective and efficient
multichannel service. Make sure that
all your service solutions use the same
customer information and knowledge repository.
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