There are several key elements of successful multichannel service.

First, in order to achieve truly integrated multichannel service, all service departments should be united under the leadership of the service executive. If the information from management is not the same for all channels, the integration of all channels will fail and customer satisfaction will go down. Once this management is in place other elements can be implemented.

An accurate and up-to-date, cross-channel customer history is necessary so there is a smooth and seamless experience across all touchpoints. This means that all channels must share a common and frequently updated customer database with the correct information on a customer no matter which channel is requesting it.

There must be unified knowledge and processes to arrive at consistent resolutions. This means all channels must be able to use a common knowledge base so that the same workflows, processes, and resolutions are available for all channels.

When a new channel is integrated into the system or when a multichannel service solution is implented it must be capable of scaling further than the current volume. As the business grows or when new products are launched, higher volumes can occur. A system limited to the old numbers will be unstable.

Performance must be tracked across all channels with comparable metrics as well as tracking specific channels with metrics best suited to the channel.

There must be an invisible and real time integration across the channels to provide the same high level of support. And the backend systems such as CRM, ERP, or SFA must also be integrated to all channels and available to self service.

The above actions will help your multichannel service succeed. These actions will also empower all stakeholders with real time information access. It is important to educate your customers on the availability of non-contact center channels such as self service to continue to improve customer management. 

Implementing new systems is never easy, but to keep momentum continue to think about the impact of improved customer service on revenue and customer loyalty.

Definition of Multichannel Service: The availability of several communications channels for customer service such as phone, email, chat, and online self service.

The Aberdeen Group recently published a study called "Delivering Customer Service via the Contact Center and the Web". They give over 30 pages of information on how best in class companies provide multichannel customer service and what level of service is provided versus industry average and what they call laggards.

First of all, 91% of Best in Class Companies give their customers a way to track issues online. And 57% of them track call center performance across all channels.

More stats:

• Their current First Call Resolution Rate is 75%  
• Industry Average: 62%
• Laggards: 53%
• They sustain a 24% increase in productivity
• Industry Average: 5%
• Laggards: 1%
• They had a 21% reduction in total support costs over the past 12 months.
• Industry Average: 3%
• Laggards: 2% increase in total support costs over past 12 months
• Most telling: their service margins (profit/revenue) was 24%
• Industry Average: Almost half that of best in class at 15%.
• Laggards had one-third of the best in class service margins at 8%.
  

Best in Class companies are also more than twice as likely than the average to leverage service management systems with contact center functionality and  twice as likely to provide agents a standard escalation process or protocol and give those agents frequent training. They are three times as likely to give their customers issue resolution scenarios and multiple avenues of service.

Pretty powerful numbers. What does it take to make these kinds of numbers? Management commitment. If the support from the top is not there, the contact center cannot hope to achieve these numbers in isolation.

With the number of call coming in through other channels than phone and email estimated to increase by 3-5% as phone and email service requests go down anywhere from 3-10%, now is the time to start analyzing what channels your customers prefer to use, determine a path for implementing that channel, and start interacting with your customers as they wish.