Creating a Seamless Customer Experience Across Channels

In the modern age people are extremely savvy about technological channels of communication and are selective about the usage of such channels. With options expanded from traditional technologies such as phone and email to newer channels such as chat and social media, one thing is clear about people’s use of such communication means: they strive for seamlessness and convenience.

People prefer smooth and intuitive transitions between interactions that are as customized as possible to easily resolve their problems. Let us explore how successful companies provide such an experience to their customers.

A report by the Aberdeen group has shed some light on the practices of best-in-class customer service providers (Note: free content with login) that manage and integrate the multiple service channels that are available in the modern business environment. From a group of 180 respondents, 94% supported multiple channels for their customer contact services while of those half had begun the multi-channel approach within the last year. This demonstrates how rapid the demand for a plurality of contact methods has grown. However, how are top-performers ensuring that those multiple-channels provide a seamless experience? The Aberdeen group has identified a model dubbed “PACE” that is used by the best-in-class service organizations:

  • Customers place pressure on the organization for issue resolution.
  • The organization takes action to improve customer access and bring its communication technology up to speed with customer need.
  • The organization develops the capabilities to make its service group dedicated, integrated with company processes, and adaptable to changing demands.
  • The organization pulls in enablers to round out its capabilities, bringing in channels such as social media, SMS, and live chat while also making use of disciplines such as knowledge management and call center analytics.

As a specific best-in-class provider example, Aberdeen points to a particular industrial automation control company that has a need to provide support to hectic, loud shop floors. This was difficult to do by phone, as it originally had done, and email proved to be too slow for these needs. The company turned to a central service database of customer interactions in order to align requests with service personnel that have the proper skill to address issues. It has dramatically improved the company’s customer experience levels and helped it adhere to a 24 hour SLA. It is also integrating video tutorials and social media into its service capabilities, demonstrating that it is on the proper track to provide effective multi-channel support.