How to Succeed in Multichannel Service By Really Trying (not a musical)
Posted by Hoyt Mann on Sun, Feb 07, 2010 @ 08:16 PM
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.