An Omni-Channel Experience Needs to Consider Customer Support
When designing an omni-channel experience the focus is typically on the sales process and how customers can buy products and services easily through multiple channels. However, it’s important to ensure that the customer experience doesn’t falter when it comes to support.
From a support perspective an omni-channel experience doesn’t need to cover all channels. It’s more important to carefully select relevant channels and ensure that customers receive consistent, high quality service.
For effective self-service, all channels will need to be integrated to provide customers with the same information, messaging and experience regardless of the channel that they’re using.
When it comes to customer service delivery via call centres, email, web chat or social media the information provided, response times and service levels will need to be of a consistently high standard.
