I was interested to notice that The Huffington Post featured an op-ed this week on multichannel customer service channels. This is something that we are exploring every single day at Teleperformance so it’s always worth a mention when the mainstream media are throwing a spotlight on the subject.
The article lists the channels that are essential for customer service today, naturally the phone, email, and live chat with agents are at the top, but social media and Frequently-Asked-Questions (FAQs) are also listed as essential. As we know, many companies are starting to explore how social media can be integrated into their customer care strategy, but because the social experience is more than just an additional channel it is taking some companies a long time to embrace.
Product guides and FAQs are another interesting addition to the list of essential channels. But it does make sense because many customers are not only willing to help themselves, they would prefer it because it is faster than calling a help channel. But for them to do that, the information needs to be out there.
Do you remember the last time you bought something and then tossed the product manual into the trash along with the box? So many objects are so simple to use now – think of the iPod for example. Does anyone sit with a manual and study how to use their new iPod?
But when something goes wrong and you need some more detailed information, perhaps how to restore the iPod – or other product – back to the initial factory settings then it can really help if the manufacturer has published helpful, simple information online. Customers who just Google their problem and find helpful documents or videos will never even need to call your customer care line and will be happy to have their problem resolved quickly.
It pays to consider all the various essential elements of customer service because different customers have different needs – without a blended approach that includes all these essential channels some customer will be disappointed in your service.