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Recommended link: Whitepaper - Meeting the Multi-channel challenge
Vocalcom's whitepaper reviews approaches to customer care within a multi-channel environment. It includes some great insight into how companies are addressing customer service and Managers are meeting the challenges of today's multitude of touchpoints, being caused by greater transparency, insight and accessible technologies. It also provides recommendations on implementing a cloud based solution to support customer service.
'The common theme amongst Managers was a clear desire to understand how customers want to make contact, to integrate channels better, and to implement technology that can facilitate a seamless customer experience across all channels.'
We are sharing one of their table's on the challenges of multi-channel contact and more findings can read by downloading their full report from Vocalcom's website.
Three of the top 4 challenges are related to technology. Almost a 1/4 of respondents want to understand how their customers interact with them and the same feel that technology doesn't support the different channels of communication.
1.Time for strategy planning; ensure the technology improves the customer experience rather than implementing channels for the sake of it.
2. Proving ROI and 'making sure the numbers add up'.
3. Build and nurture a strong relationship with your IT department or Technology vendor.
4. Evaluate your customer insight to confirm if the customer actually wants that touchpoint/channel or is it purely based on ROI.
5. Understand the customer lifecycle and ensure the processes are right to support it.
6. Efficiencies and success are not always apparent at first; be prepared for it take time to show it works.
By Susanne Colwyn
Susanne is a Marketing Consultant and Trainer, with over 20 years marketing experience in the public and private sector. She's passionate about supporting companies with practical result driven marketing, to help focus companies on evaluating and driving their marketing forward. Experienced in Integrated Strategic Marketing Planning, Data Segmentation, Customer Relationship Management Systems, Customer Insight and reviewing internal systems, data and processes, to maximise conversion strategies and the customer experience. You can connect with her via her LinkedIn or follow her @Qtymarketing.
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