GoResponse Telephone Answering Service Staff

Multichannel strategies require cost, complexity, and reassurance calculations

Customer Service - Lifting the WordsThe digital era means that telephone answering services need to increasingly turn to multichannel strategies as a way to connect with their customers. However, it is essential that call centres start such operations correctly instead of racing in without doing the proper homework. Three main criteria need to be determined when starting multichannel processes: the cost, complexity, and degree of reassurance consumers might require.

When it comes to customer services, it is generally agreed there are three main categories. First, routine processes are specific, repetitive, and easy to conduct. Some of examples of this include changing an address or answering a balance enquiry.

Meanwhile, supported and complex processes often require staged operations, with agents determining the severity and urgency of consumers’ problems. Supported tasks often require people to move between channels and educate customers. For example, a customer might become stuck on a website, and webchat can be used to help. Finally, complex processes will normally require several multi-channel movements.

Understanding these principles helps call centres develop their multichannel strategy. The complexity of queries, for example, will shape which platforms are utilised in addition to which operations are easiest on various networks. For example, guiding people to FAQs is easily done on social media, whereas webchat might be required for website help. The cost of using various platforms and the reassurance that consumers will require for each one can then be better identified, giving businesses a strategic way to move into the multichannel arena.

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