What companies cannot avoid in 2021 – eCommerce Magazin

When building a suitable strategy for efficient customer communication in the New Year, the Selection of channels are at the top of the planning process. Those responsible at the Contact Center should be aware that the “one channel” through which all customer communication runs no longer exists. Customers want to communicate on multiple and innovative communication channels.

As a current study by Twilio shows, 48 ​​percent of German consumers want to switch between different channels when communicating with customers. It is therefore a matter of having the right channel ready for the respective request and of viewing the topic of channel strategy in a “holistic” manner. That also means that communicated across channels must become. The customer sends an email and we give them a call. The customer starts a conversation in the chat and the customer advisor sends him an SMS in the meantime.

Customer communication: take habits and wishes into account

Thinking purely as a persona when creating call center channels no longer fits in with the diverse social structures in view of the habits and wishes of various customer and age groups. In order to decide where investments and focus are worthwhile and which channel selection is the right one, the customer group as well as the type of inquiries point the way. An analysis of the current inquiries is crucial to the first important steps towards Customer satisfaction close. Criteria such as urgency, speed and time limits, costs, emotionality, simplicity / convenience, customer satisfaction and necessity must be used.

For example, does the customer have a question about an invoice or a voucher? Written channels such as email or chat are often preferred for this. Is it a sign-up? A chat or a help page are ideal here. The delivery of the product is taking too long? Quick help is required here – via chat or phone. For each section in the customer journey, a selection of suitable channels is offered for quick fulfillment of the respective request. As a result, companies can not only improve customer communication, but also meet the diverse expectations of all customers and interested parties at the same time.

WhatsApp and social media are all the rage

Basically, if the majority of inquiries have to be processed very promptly or in real time or even proactively anticipated and answered, real-time and proactive communication needs to be prioritized in the channel mix – i.e. chat, telephony, SMS, WhatsApp or even social media. If the topics are more factual, one-dimensional and not time-critical, e-mail is an adequate channel. Another advantage of communication via e-mail: the documentation and traceability.

In addition, depending on the topic, the customer group must be taken into account. For example, traditional customers also prefer traditional channels such as email and telephone. In comparison, customers who opt for digital services, online shopping and products also expect digital communication channels. Chat is clearly in vogue, but WhatsApp and social media are also gaining ground. The majority of companies already offer at least 2 communication channels to choose from – and the trend is rising.

Customer communication: Personal proximity through telephone contact

2020 has shown how important personal and efficient exchange is in an increasingly digital world. KPIs such as customer satisfaction and service level will therefore continue to be important for the success of a company in the new year. In all of our communication via e-mail, SMS or social media, telephone contact with an agent is still recommended for very emotional, sensitive, time-critical or complex issues, as this can convey one thing above all: empathy.

It has been shown time and again that the central contact point between customer and brand is still the contact center. As a result, it is a crucial key element of customer loyalty. Anyone who has set themselves a goal of greater customer engagement in the coming year can hardly ignore a communication channel strategy. The work and investment will be worth it: better customer experiences, stronger customer loyalty. The big advantage: The technologies for implementing new channels are available and can be used quickly and easily. (sg)