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It’s a Mad, Mad, Mad Multichannel World!

Best Practices for Engaging Customers with
Multiple Service and Support Channels

Executive Summary

Multichannel service, the availability of several communications channels for customer interaction, is fast becoming a de facto standard in customer care. With poor service costing the U.S. economy $83 Billion annually, the successful business finds ways to improve.1 Customers see a company as a whole, no matter which department they deal with. If each area is not integrated with the rest, the customer becomes frustrated and leaves.

Organizations that recognize this are increasing spending for email, chat, and web self-service. When implemented correctly, the customer will be able to choose the channel he prefers and enjoy personalized, seamless transitions from channel to channel. The result is increased customer satisfaction and retention with lower support, marketing, and sales costs.

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