This blog summarizes the key points from a recent article from David McGeough at Scorebuddy where he shows you how to exceed customer expectations with a multichannel approach that boosts retention, loyalty, and customer lifetime value.
In today’s world, we have more ways than ever to connect – video calls, live chat, social media, and more. Naturally, customers expect businesses to offer the same flexibility, which is where a multichannel call centre shines.
With 87% of support teams reporting increased customer expectations this year, providing multiple options enhances the customer experience and helps meet those rising expectations.
What Is a Multichannel Call Centre?
A multichannel contact centre is a central hub that supports customer interactions across multiple channels, such as phone, email, and live chat.
Unlike single-channel call centres, which only use one communication mode, multichannel centres offer various ways for customers to connect. Here are a few popular channels:
- Voice calls – For immediate help.
- Email – For detailed questions.
- Live chat – For quick queries.
- Social media – For reaching customers on their preferred platforms.
Benefits of a Multichannel Call Centre
Broader Reach & Improved CX
Providing a variety of communication channels – such as phone, email, live chat, and SMS – allows customers to connect in their preferred way, creating a more accessible experience that leads to higher satisfaction and improved CSAT scores.
Higher Agent Productivity
Multichannel systems frequently combine various communication methods into one streamlined interface, enabling agents to handle multiple interactions more efficiently, reducing average handle times and boosting response speeds across all channels.
More Data/Insights
Every channel you provide yields valuable insights, and when integrated with your existing data, it creates a complete picture of your operations, agents, and customers.
Cost Savings
Although establishing a multichannel call centre may involve initial costs, it proves worthwhile over time. You’ll connect with more customers, boost productivity, enhance accessibility, and ultimately reduce expenses.
Competitive Edge
A multichannel call centre distinguishes your business by demonstrating a strong commitment to customers. Offering multiple options for communication not only strengthens customer satisfaction but also enhances your brand’s reputation.
5 Challenges of a Multichannel Call Centre
- Complex Management: Balancing multiple channels requires specific tools, skills, and management methods.
- High Setup Costs: Initial investment in training and technology is often needed, although efficiencies can offset these over time.
- Fragmented CX: Unlike omnichannel solutions, multichannel centres may lack seamless, unified interactions.
- Limited Customer View: Without full integration, a complete view of customer interactions can be challenging to maintain.
- Agent Burnout: Managing several platforms can overwhelm agents if not properly supported with training and tools.
7 Steps to Building a Successful Multichannel Call Centre
1. Identify Your Needs & Goals
Before exploring different options, it’s important to clarify your needs and objectives to determine if a multichannel approach is right for you. Start by analysing your existing data and aligning your channel choices with customer demand.
Next, establish clear goals for each channel, such as expected interaction volumes, key call centre performance metrics, or targets that support broader business goals.
2. Tailor Channel Strategies
Each communication channel has distinct features and user expectations, so create customized strategies for each that reflect its specific dynamics and role. Implement these strategies, and then define KPIs, metrics, and benchmarks tailored to the goals for each channel.
3. Select the Right Technology
Selecting the right technology is essential for building an effective multichannel contact centre. Seek systems that integrate smoothly with your current tools and provide the specific functionalities you need, like interactive voice response (IVR), AI-driven automation, or CRM integration.
Not every feature may be necessary, so consult your original plans and focus on tools that align with your goals and requirements.
4. Train Agents Thoroughly
Since your agents will be handling these channels, it’s essential they’re well-prepared. Invest in hiring and training flexible agents, and consider creating specialized teams for each channel. Alternatively, train select agents to be adept across multiple channels, enabling them to adapt and switch roles as needed.
5. Map Customer Journeys
Gaining insight into your customer’s journey across channels helps you deliver cohesive, effective support. By mapping out typical interactions, identifying key touchpoints, and addressing pain points, you can streamline support. Additionally, intelligent routing ensures customers reach the most suitable channel or agent quickly.
6. Monitor Performance & Gather Feedback
Consistently tracking each channel’s performance, both independently and collectively, provides valuable insights. Analysing customer feedback, sentiment, and behaviour patterns helps highlight what’s effective and what needs improvement, allowing you to optimize over time.
7. Personalize Interactions
With 71% of consumers expecting personalized experiences and 76% feeling frustrated when they don’t get them, using customer data to tailor interactions is crucial.
By remembering past interactions, anticipating needs, and enabling channel preferences, you can adapt your messaging to align with each customer’s unique profile and communication habits.
How Quality Assurance Supports Multichannel CX
- Consistency Across Channels: QA ensures high standards and uses AI to auto-score interactions, improving service quality.
- Channel Optimization: QA insights let you optimize specific channels, guide training, and allocate resources effectively.
- Effective Channel Use: QA helps track which channels best handle different queries, streamlining routing.
- Proactive Service: By analysing trends, QA identifies and resolves issues, enhancing the overall customer journey.
Multichannel vs. Omnichannel Call Centres
While both multichannel and omnichannel centres offer multiple communication channels, they differ in integration.
Multichannel centres often operate independently, creating siloed interactions, whereas omnichannel centres unify all channels, allowing agents to access a complete customer journey in a single interface. This reduces context switching and enables smooth, cohesive interactions.
This rephrased approach delivers the same information in a refreshed structure, ensuring a unique take on the topic.
This blog post has been re-published by kind permission of Scorebuddy – View the Original Article
For more information about Scorebuddy - visit the Scorebuddy Website
About Scorebuddy
Scorebuddy is quality assurance solution for scoring customer service calls, emails and web chat. It is a dedicated, stand-alone staff scoring system based in the cloud, requiring no integration. Find out more about Scorebuddy
Call Centre Helper is not responsible for the content of these guest blog posts. The opinions expressed in this article are those of the author, and do not necessarily reflect those of Call Centre Helper.
Author: Scorebuddy
Reviewed by: Rachael Trickey
Published On: 11th Nov 2024
Read more about - Guest Blogs, David McGeough, Scorebuddy
