It is no surprise that in this day in age, customers have come to expect fast, accurate and consistent service across all channels when they interact with a brand. While the ability to connect with customers through phone, email, chat and social media presents a great opportunity for companies to deliver a more powerful and impactful customer service experience, it also presents a challenge for companies that need to support a broad of range of customer service channels while keeping costs down.
At Moxie Software, we have become experts in advising brands on how to implement a great multi-channel customer service experience, and developed a series of tried-and-true best practices to implement consistent, high quality multi-channel service. Here are the key steps to follow:
Implement a unified knowledgebase
Multi-channel services give customers LOTS of opportunities to contact you, lots of chances to interact with lots of different people and possibly receive lots of different answers. Implementing a unified knowledgebase provides a single version of the truth over every channel ensuring answers are the same no matter which channel the customer chooses to get in touch you.
Focus on accuracy
Typically, 20% of a knowledgebase’s content answers 80% of inquiries. By identifying this key 20%, you can focus content creation and maintenance on inquiries that represent major cost drivers and most likely impact customer satisfaction. The quickest way to do this is by crowdsourcing knowledge across the enterprise. A social knowledgebase allows organizations to capture, refine and certify knowledge to deliver right answers to customers the very first time.
Match channels to interactions
Making every channel available to every customer all the time can be very costly. It is far better to make channels available selectively based on the nature of the inquiry, your service operations and even the value of the customer. Simple inquires, such as changing a password, can be supported with Web self-service or automated email response. High-cost channels can be reserved for complex inquiries, while lower cost channels can be offered for more simple inquires that can be managed through self-service and email.
Maximize the potential of every channel
No matter which channel a customer is using, the goal is simple – deliver a response that promotes a positive outcome and increases first contact resolution. Each channel has specific requirements. For example, make Web self-service easy to find, with the right content to answer the most frequently asked questions. Email should use auto-acknowledgements to set expectations for how long it will take to get a response. Use chat selectively to support your service goals by making it available only on the Contact Us page or only through proactive invitations. Monitor social channels closely and use them to respond to customer issues. Customers contacting your brand on social media are very vocal and require a fast response.
Design a workspace that matches the Customer Service Rep’s skill level and job function
Include a unified interface that simplifies finding information and craft a workspace to meet the particular work style and skill level of agents. For example, allow CSRs to organize their desktops so that the methods they like to use for finding solutions in the knowledgebase are the most easily accessible.
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