Source: Aberdeen Group | December, 2011 | Delivering a Seamless Customer Experience with Multi-Channel Support | by Sumair Dutta
For the Best-in-Class, the focus remains on improving efficiency and resolution rates while promoting the use and awareness of non-traditional service and support channels.
- Continue to share information across the organization. In search of a differentiated customer experience across all touch-points, the Best-in-Class need to share service and customer information with other functional units within the business. A third of the Best-in-Class are looking to improve data sharing and collaboration in the next 12 months. Organizations that were already sharing information across their organization were much more likely to improve loyalty (46% more likely) and satisfaction (30% more likely) over the previous 12 months.
- Continue to expand non-traditional channel usage. While 39% of the Best-in-Class indicate their customers are using more channels of support compared to 12 months ago, 50% would like their customers to continue to expand their use of multiple channels in the next 12 months. This can be accomplished by: Spreading knowledge of non-traditional channels via marketing / outreach programs; this capability is being prioritized by a third of the Best-in-Class.
A move to more proactive information delivery across service and support channels; while newer service channels offer a more cost-efficient medium to deliver service and support, they also offer more opportunities to capture and annex customer attention around proactive service and support information. A strategic shift around the use of community-based and social channels for proactive information delivery will not only enable greater channel adoption and adherence, but can also support proactive service issue resolution.
Nearly all the organizations polled by Aberdeen for this research project deliver service on multiple channels to meet and support their customer’ information needs. The Best-in-Class are further down the path in using newer service delivery media such as chat, social, and e-service, but continue to focus on the delivery of effective and valid service experiences, regardless of channel.
Moving forward, organizations are looking to invest in more real-time support delivery methods to enhance their core email and call center capabilities. As organizations investigate these new tools, they should consider the following rules:
- Consistency of information and experience across channels is key.
- The benefit of supporting a new channel should not be solely based on cost savings.
- Channel adoption should support a proactive and even predictive service strategy.
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