Customers today use multiple channels to get support or assistance from your business. For instance, they could be on your website and want to quickly clarify something about a product using the live chat support option. Or they might email you, and if you donโt respond in time, theyโll likely call your service center.
The bottom line is simple: customers interact with your business in more ways than one. Thatโs why multichannel customer support strategy is a major pillar in customer support
What is a Multichannel Support Strategy?
Using a variety of communication channels to offer customer assistance is known as a multichannel support strategy.
“Support is a multifaceted duty regardless of the type of business you operate, be it an online marketplace, B2B SaaS platform, e-commerce store, or something else completely.”
Rather, it features several touchpoints. Using many communication channels to deliver smooth customer support and assistance is known as a multichannel support approach. These channels include:
- Phone calls
- Call center
- SMS
- WhatsApp messaging
- Video
- Live chat and AI chatbot
- Social media
- Post / Letter
- In-person or in-store
- Knowledge base
This makes it easier to engage with your customers on channels they prefer, leading to a better overall experience.
The Benefits of Multichannel Support
Better Accessibility
Customers may contact brands across their chosen channels at their convenience with multichannel support.
This guarantees that support is constantly offered, regardless of the platform.
Improved Customer Satisfaction
Ensuring that clients receive quick replies to their inquiries is ensured by providing support and help through various channels. Their general satisfaction with your service is increased as a result of measuring customer success.
Better Problem Resolution
For different kinds of client inquiries, multiple support methods are effective. For example, self-service portals can help with basic questions, while email support may be the best option for handling sophisticated technical difficulties.
Valuable Customer Insights
You may learn about consumer preferences, behavior, past purchases, and other details by keeping an eye on and tracking user interactions across a variety of channels.
This can assist you in launching individualized efforts and making recommendations that are specific to certain client categories.
Competitive Advantage
Companies that provide strong multichannel assistance stand a greater chance of keeping up with changing client demands.
This serves as a crucial differentiator that helps them stand out from the competition.
Differences Between Multichannel and Omnichannel Support
Integration and Consistency
- Multichannel customer care refers to the usage of many channels for customer service, however each one functions separately with little to no integration.
- Omnichannel Customer Support: To guarantee continuity in the customer experience, channels are connected and synced.
Quality of Customer Experience
- Multichannel customer support offers customers more ways to communicate with organizations, but because the channels are not connected, it might result in fragmented experiences.
- Omnichannel Customer Support: Customers may move across channels without losing context when they receive a cohesive and smooth customer experience.
Accessibility to Customer Data
- Multichannel Customer Support: The smooth flow of customer data and information may be restricted if support channels are isolated from one another.
- Omnichannel Customer Support: When support channels are combined, a comprehensive picture of the customer’s experience is produced.
How to Build a Multichannel Customer Support Strategy
Remove Silos and Unify Your Approach
Take into consideration using a customer care solution that doesn’t compartmentalize information if you want to integrate your assistance channels.
Emails and live chat messages are all managed by your staff under one roof, regardless of the medium. This also helps build trust with your customers.
To handle email and live chat from a single platform, use a multichannel customer service platform.
Integrate Support with Your Product
Make it simple for clients to access your customer service channels. To discover your help channels, your clients shouldn’t have to scour your website or, worse, Google it.
- Example: To make it simple for customers to locate assistance, Zappos prominently displays a link to their customer care choices on their website.
Tailor Support Channels to Specific Queries
Support systems shouldn’t be universally applicable. To offer the best service, adjust your strategy based on the type of inquiry.
For simple questions, use live chat; for more complicated ones, email; and for problems relating to financial transactions, use phone support.
Get Smart and Pre-empt Support
Proactive help is the greatest kind since it foresees potential problems before they arise. Use your knowledge to assist your clients in taking care of themselves.
Include tooltips on your website to help visitors and avoid frequent problems.
Use Support to Drive Helpful Content
Proactive help is the greatest kind since it foresees potential problems before they arise.
Use your knowledge to assist your clients in taking care of themselves.
Include tooltips on your website to help visitors and avoid frequent problems.
Timing is Everything: Quick Responses
Create a reasonable Service Level Agreement (SLA) that you can reasonably adhere to and that your clients will accept. Keep an eye on response and resolution timeframes to guarantee prompt assistance.
Utilize SLAs to assist your support staff in providing prompt resolutions and to track progress using metrics and reporting.
Organize Support Requests for Best Outcomes
Make sure your assistance program is well-managed and integrates into the organization’s culture as opposed to being restricted to a single team.
Work along with other internal teams to provide assistance that runs smoothly.
To handle support inquiries effectively, make use of workflow features in your customer support software, such as automation and labeling.
Enhance Customer Satisfaction
Building a multichannel customer support strategy doesnโt need to be complicated. Ultimately, itโs about helping your customers in a timely fashion, delivering a consistent experience, and using what you learn to keep improving what youโre doing.
By offering multiple communication channels and integrating them effectively, you can enhance customer satisfaction, gain valuable insights, and stay ahead of the competition.
