Do you have a cross-channel strategy? A true strategy? An article in the E-Commerce times article talks about how multichannel is the path out of recession. A good point it raises relates to cross-channel strategies and how it can increase sales conversions.
Many talk about the importance of having a multichannel approach to customer service, but to expand and benefit from this, you need to utilize them accordingly. It's not just about answering phone calls, emails, etc. How can you use a channel to make the overall customer experience as satisfying as possible?
For example, lets say a customer is shopping for a product online. She has a few quick questions before deciding to purchase - and has them answered through self-service modules on the website. Now that she decided to buy, she prefers to place the order on the phone as opposed to online - where a phone representative will easily fulfill the request.
Two benefits here: 1) The customer gets what she wants through the channels/means she's most comfortable with, and 2) from a service perspective, the handle time of the phone call is decreased and other calls are potentially deflected.
I know this was a very general example - but think about how many other scenarios there are. How can we leveragee a cross-channel approach and how do we optimize it?
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