Tuesday, January 28th, 2014
Serving customers has become an extremely complex business. Not long ago a customer services department had the sole duty of answering the odd letter and dealing with queries and complaints over the telephone. Then came email, quickly followed by instant messaging and then mobile phones became a mainstream method of communication which meant that text messaging had to be added to the mix.
Today we are in the era of social media, to the extent that Facebook and Twitter have become the ultimate way for dissatisfied customers to publicly name and shame providers of ‘poor service’. Reputations can theoretically be enhanced or destroyed in minutes. Gone are the days when complaints could be dealt with in private, now consumers want instant solutions to their problems and if they don’t get them they won’t think twice about voicing their concerns in a very public manner. A derogatory post will immediately go out to the timelines of all that persons friends, if someone then comments upon it, it will go out to the commenter’s friends and on and on and a snowball effect begins. Companies need to work fast to monitor what is being said about their brand, to be able to quickly jump in, provide solutions and turn a negative into a positive.
All these new forms of communication are additions to those already established, not replacements, meaning these days customer services must be detect queries arising across a number of platforms. Unfortunately for this multi channel platform approach to work correctly, it must be tied together with an ‘omnichannel’ solution. If a customer has emailed with a problem, posted on the company’s Facebook page and then called to discuss their query further, the customer service agent then needs to be able to see all those previous communications (which have themselves originated across a number of different platforms) so that they can provide a cohesive response no matter which “channel” the query or problem has arisen from.
In short, it requires an omnichannel solution. Developing such an omnichannel service solution in house is a difficult challenge for many. A logical solution for many businesses is to outsource by engaging a professional contact centre so why not telephone us today on 0121 362 7001 to see what mplcontact can do for you.