You walk in and see a counter with a line of customers waiting for the worker to answer their questions. If we stop to observe in detail, we will see gestures of annoyance, impatience and, from time to time, we will hear a complaint because the line is not moving as far as it should.
A man quickly hits his foot against the floor because he's been waiting a long time, it's hot, he'll be late for his engagement and he can't bear to waste time. Years ago, this scene was the norm.
Now this has changed considerably. The doors of companies are always open and both you and your customers can communicate wherever they feel most comfortable. With multi-channel support, customers can request support in a variety of ways: by phone, by email, through a live chat service, or on social media. The modern version of the man who hits the floor with his shoe carries a cell phone in his pocket and, while standing in line to buy lunch, he is checking the news and, suddenly, he remembers that he has to ask his bank something. He composes an email, gets distracted and leaves it half done. Upon returning to the office, he sits down at the table and initiates a live chat session.
These types of customers resolve their doubts quickly and are loyal to companies that offer them multiple contact possibilities through identical and high-quality experiences. Nowadays, although we continue to witness delayed and inaccurate lines and responses, there are companies like Vozy that are constantly working to implement multichannel support and reduce them.
This is what multichannel support is all about, the possibility of providing customer support through multiple communication channels. This strategy allows customers to choose their preferred method of communicating, thus improving accessibility and user satisfaction.
Benefits of a multichannel support strategy
Technology has increased the number of communication channels, and will continue to do so, so several questions arise:
- How can all channels be used to build great customer relationships?
- How many channels should be used? Why are so many needed?
- What aspects need to be considered when choosing the right channels?
- Human agents that serve a single channel or customer services with artificial intelligence that serves several at the same time?
- How to provide the same customer experience across all channels?
Calm down! You don't need to get overwhelmed. While all of those questions are valid, you don't have to start with all the channels at once. Start by optimizing or opening the ones that you know work (phone, email and chats) and, as you look at the results, you decide to add more. One of the main advantages of multichannel support is that you don't have to have them all, you must have the ones you really need and make sure that they are in synergy.
Now, if you want to start with 6 or 7 channels, that's fine too and, as they say, whoever doesn't risk doesn't win. Those who offer variety enjoy many advantages, such as greater service opportunities, greater efficiency, more sales opportunities, more satisfied customers and loyalty rates that make long-term growth possible.
What channels do customers want?
According to the Zendesk report Regarding customer experience trends in 2024, the customer service channels most used by the population are:
- Email: It's one of the most traditional channels and it's still very popular for detailed inquiries.
- Telephone: ideal for solving complex or urgent problems, it is still a widely used channel.
- Live chat: increasingly preferred for its promptness and ease of use.
- Social networks: Platforms such as Facebook and Twitter are effective at interacting with customers quickly and publicly.
- Instant messaging: apps like WhatsApp are gaining popularity because of their accessibility.
It's not always easy to know if users prefer certain channels because they consider them really useful or because the other options aren't good or don't exist. In addition, a customer may have certain expectations or opinions about a certain channel as a result of a previous experience.
Customers also often switch channels when interacting with a company. Sometimes they use one channel to get information or buy a product and a different channel to ask for help. For example, they can send you an email inquiry and call an agent before receiving a response, or generate a social media contact while waiting for the virtual agent to transfer the call to a human agent.
The most sensible thing is that the selection of multichannel support channels is based on data from your customers. No matter how many studies we cite, only you know them.
Multichannel support or omnichannel support?
Multichannel support focuses on providing support through a variety of channels, each operating independently. This allows customers to choose the channel they prefer at any time. On the other hand, omnichannel support integrates all communication channels, providing a smoother and more consistent experience. Customer information is updated in real time and is shared across all channels, allowing for transitions between channels without losing information or the thread of the conversation.
Choosing between multichannel and omnichannel support depends on your company's needs and resources. If you are looking to offer flexibility to your customers and be present in different channels, multichannel support may be sufficient. However, if you want customers to be able to switch channels without interruption or loss of information, omnichannel support is the best option. Although the latter requires greater investment in technology and training, the decision will depend on your needs, your strategy and your budget.
The evolution of customer care continues to unfold, especially in the digital age, where its relevance is more crucial than ever. Today's users are highly demanding and expect fast, high-quality answers, regardless of the communication channel they use.
Implementing a multichannel support model powered by artificial intelligence is a cost-effective strategy for companies, since it improves overall service efficiency and helps to lighten the workload of human agents, allowing them to concentrate on more complex cases.
To systematically improve the customer experience, your company must be open to adopting new forms of interaction. Using flexible and open tools designed for an intelligent multichannel support strategy will strengthen and forge stronger and more lasting bonds with your customers.
