Creating Consistency Across Customer Service Channels

Creating Consistency Across Customer Service Channels

Customer experience is the main focus of business competition – ahead of product and service quality, and price. Modern consumers are increasingly demanding when it comes to customer service, and they’re willing to pay more for a positive experience.

What Is Multi-Channel Customer Service?

There are various types of customer service channels, including email, chat, SMS, social media, phone, and knowledge base. Multi-channel customer service gives every customer a choice of the platform they interact on. While some clients enjoy the rapid response from live chat software, others will prefer to find the answers themselves via forums or community boards. Some customers prefer some channels over others, but regardless of the top preferred customer service channels, a positive customer experience wins every time. 

The idea is that every customer has different ways of interacting with brands, and you want to be able to answer all of them with the same level of professionalism and agility. No matter what customer service channel, the experience should be consistent and outstanding.

A multi-channel experience also provides contact center agents with a more elaborate skill set across several customer service channels. It doesn’t matter which way your customers reach you: the important thing is, they can. It’s about being visible, present, and accessible. 

Creating Consistency Across Customer Service Channels

Why Is Consistency Important?

Solving customers’ problems when they arise is a thing of the past. Most customers will choose businesses that anticipate and address their needs before they come up. Another indication of top-notch customer experience is providing a similar encounter throughout every customer service channel. In an increasingly mechanized world, customer loyalty will go to the business that gives its customers a personalized experience.

According to Salesforce, 75% of consumers look forward to a consistent experience across multiple customer service channels. Seventy-three percent will likely change brands if they don’t get it. By prioritizing customer care, chances are high that customers will remain loyal.

The keys to creating a consistent experience across all customer service channels:

Build Mission Alignment

Does your organization have a customer experience mission statement? Establishing one will make sure everyone, from marketing to high-level executives, is on the same page. You’ll be able to get buy-in from the entire organization and listen to different insights based on their positions at different phases of the customer journey. Furthermore, this statement can be a north star for your contact center agents, regardless of the customer service channel.

Communication Is A Two-Way Street

It’s common to think of communicating with customers as informing them about new products and keeping them aware of promotions. But a big part of real communication is listening. Get feedback from your customers, ask them what they want from your company, and then tell them how they influenced your decisions. This will show how much you value them and give you valuable information to integrate into your customer service channels.

We All Need A Human Touch

The right technology can do a lot (on a variety of customer service channels), but it can never replace the finesse and responsiveness of a real human being. A great way to create a personalized experience is to have an agent reply to queries and customer concerns on every customer service channel. It’s crucial to be transparent about your process (clearly state your opening hours, if a product is back-ordered, realistic timeframes for service, and so on).

Keep Your Promises

All of your organization’s efforts won’t matter if you don’t follow through on your promises. Know who you are as a company, teach it to your team, and do your best to always practice what you preach. This will ensure your contact center is always building trust with customers, regardless of the customer service channels used.

Get The Right Technology And Use It Wisely

Customer service channels can tailor the customer experience to each specific client. You can personalize your messages and content according to a customer’s:

  • Location
  • Search keywords used to find you
  • How often they’ve visited your site
  • History with your company − purchases, previous queries, etc.
  • Date and time of day
  • What device they’re using
  • Where they came from (which website, ad, promotion)
  • Any variable you can think of

You can use this information in creative ways to give useful suggestions that make your customers feel special. For instance, a clothing company can use weather information from a customer’s home city to direct them towards winter or summer outfits.

Design targeted landing pages across all customer service channels based on your business’s most popular keywords. Even a minor detail, like greeting a customer by name and including a “good morning” or “good afternoon,” can make a difference. Why? It shows that you’re paying attention! As your contact center makes an effort to give customers the best service no matter the customer service channel, it’s an investment in your brand’s reputation for the long term. 

Be sure to maintain the same look and message on every customer service channel to build a recognizable brand and increase customer confidence. All of your customer service channels including websites, ads, and stores, should leave no doubt in the customer’s mind who they’re dealing with. Maintaining the same colors, graphics, and typefaces can improve brand recognition by 80%.

Make Good Use Of The Information You Gather

Your software can respond to specific customer behaviors with targeted offers on many customer service channels. For instance, if a customer has $48 in their basket, you can offer them free shipping on orders over $50 (with a few low-ticket suggestions, such as batteries, to make up the difference).

Amazon, for example, excels at this, offering customers different landing pages based on previous browsing and purchase behavior, as well as cookies from their internet browsing habits. The “often purchased together” feature offers customers things they didn’t know they wanted but now find themselves suddenly needing it.

With the seemingly endless commotion in the market and countless brands competing for your customers’ attention, one of your biggest assets is your brand identity. The more customers have a clear idea of your brand, the more they trust you and want to do business with you regardless of the customer service channel they use.

And one of the most important ways of creating a clear and recognizable identity is through consistency across all customer service channels. Customers enjoy buying from a company when they know they can always expect a certain standard of quality. Learn more about how Playvox can help your brand create consistency on any customer service channel by requesting a demo.

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