As shown in our report earlier this year the proportion of multichannel communication – email, Twitter, text messages and so on – handled in the contact centre is increasing.
We have sponsored ContactBabel’s report “The Inner Circle Guide to Multichannel Customer Contact” which looks at customers’ and businesses’ attitudes toward usage of multichannel interactions, and identifies the issues and potential pitfalls that businesses will face when trying to improve customer communications across channels.
This report also includes our opinion on common strategy questions. In our view the biggest mistake is to treat each channel as an operational silo. Each customer may use a different channel on different occasions and even a single conversation might cross channels – a message via Twitter might best be responded to with a telephone call and a phone call might be followed up with an email. The key is to focus on the customer and complete the interaction efficiently and effectively.