More Multichannel Service: Implementation Order & Infrastructure Pt 1
Posted by Jody Pellerin on Wed, Aug 11, 2010 @ 06:42 PM
There are several steps to determining the order channels should be added as well as planning the needed infrastructure changes to support each channel. As mentioned in an earlier post, the best bet for first implementation is the one the customer wants most that also answers a business need.
Mapping channels to customers offers insights into channel preferences and the type of support preferred for each channel. Studies have shown customers choose channels based on accessibility and the nature of the inquiry. While there are some generational differences in channel choice, the process of preference analysis will likely determine which channels work best for a particular business.
In addition to customer preference, an organization may wish to further map channels according to the value of the customer. A word of caution: if customers are mapped according to value, it is imperative to keep the difference as unnoticeable as possible so lower value customers do not perceive a lesser experience.
One scenario is to offer multiple channels with a tiered service strategy. The higher cost channels, such as phone and chat, are reserved for high value customers while lower value customers are limited to self-service and email.
A second scenario is to immediately route high value customers to more highly experienced staff and to offer them more extensive and tighter SLAs while lower value customers must wait in queue longer and be more frequently connected with less experienced staff.
Mapping channels to the business provides insight into the best channels for the specific type of inquiries received and best fit for current customer support operations, available staffing, and budgeting restraints. The channel that best matches both requirements receives first priority for implementation. When assigning channels, time sensitivity must be considered. Urgent inquires need real time channels for best service.
The following are some common channel distributions for various inquiry types:
|
Self-Service and
Auto-Email
|
These channels are best for uncomplicated informational queries, balances, product features, and coverage areas.
|
|
|
Chat
|
This channel is best for more complicated informational queries, complex products, high value customers, or to reduce shopping cart abandonment.
|
|
|
Email
|
This channel is best suited for moderately complex queries about back end systems requirements such as requirements for returned merchandise.
|
Which channel would you say your customers prefer when requiring support? Leave a comment and stay tuned for Part 2 next week.
[1] Guidelines for a Successful Multichannel Service Strategy. KANA, October 2008.Thanks for reading our blog. Don't forget to use the social bookmarking widgets to spread the news!