Three Simple Ways to Improve Omni-Channel Customer Support

Your customers’ expectations are high, especially when it comes to omnichannel service. The traditional touchpoints – store, phone and email – are now supplemented with self-serve tools, live chat, social networks and even SMS alerts. If you think omni-channel customer support is merely a fad or somehow doesn’t apply to your business, consider this Research by Zendesk:

  • 64 percent of consumers expect to receive real-time assistance regardless of the customer service channel they use.
  • 37 percent expect to be able to contact the same customer service representative regardless of which channel they use.
  • 87 percent think brands need to work harder to create a seamless experience for customers.
  • 73 percent think brands pay more attention to generating sales across multiple channels than they do to providing an integrated customer service experience.
  • 78 percent say a company’s reputation for customer service is important to them when choosing to buy from a particular brand.

Make Your Website Mobile-Friendly

Mobile usage continues to grow as more people use devices to search for and buy products and services. Using mobile to get answers to their customer support questions and issues is a natural progression, but this is where many businesses are falling behind. 90 percent of consumers reported that their customer service experience on mobile was negative, while 52 percent said a poor mobile experience makes them less inclined to do business with a company. By optimizing your website for mobile use, you show your customers you care about their experience and, in turn you gain a competitive edge.

Respond to Social Media

You already know that social media can be a great customer service tool, but most businesses are not meeting customer expectations on this channel. When a customer initiates contact via social media, 32 percent of them expect an answer within 30 minutes. Compare that to the 157-minute average response time for leading businesses. Only 8 percent respond within 30 minutes, and 12 percent of businesses don’t respond at all. This represents a lot of missed opportunity. Not only are businesses missing out on delighting customers to create loyal fans, they are also passing on a chance to jump ahead of competitors. When you ignore social media, customers become frustrated, which can lead to churn rates of up to 15 percent.

Offer Self-service Options

Consumers expect the convenience of being able to visit your website, and within a few clicks, solve issues themselves. In fact, nearly three quarters of consumers prefer to use a business’ website to find a solution vs. other service channels. By adding a self-service option like a comprehensive FAQ page on your website, you can increase customer satisfaction, while at the same time decrease the amount of time it takes an agent to solve a problem.

In addition to an FAQ page, consider adding live chat to your website. According to Forrester, 63 percent of visitors are more likely to revisit a site that offers live chat. In addition to being an effective option for customer service, live chat has been shown to improve sales. In fact, 44 percent of consumers report that being able to get answers to their questions during a purchase is one of the most important website features. As agents help customers with a particular issue, there is opportunity for them to identify and recommend products or services that could be useful.

Whatever your omni-channel strategy, keep in mind that the end goal is an improved customer experience that provides helpful and friendly service. To find out more about how ASK omni-channel service can help you grow your relationships with your customers, schedule a FREE demo today.