Despite over two thirds of contact centres offering social as a channel, new research has found only 27% of contact centres enable customers to move seamlessly between channels.
According to the survey of 200 respondents by Genesys, Twitter was found to be the most popular channel with 48% of customers using the network to contact organisations.
However, despite the rise in mobile devices, the survey showed only 17% of contact centres offer mobile customer service apps.
Additionally, the research found whilst over two thirds of contact centre teams were multi-skilled and handle all channels across the contact centre, only 25% of respondents don’t record customers’ choice of contact channel.
Recognising the importance of a single customer view, over half of respondents believe there is room for improvement in how their contact centres handle multiple channels.
Keith Wilkinson from Genesys said: “At a time when new communication channels such as mobile are on the rise, businesses must find a way to make the customer experience as connected as possible. Businesses need to unify all communication channels to ensure all interactions are dealt with effectively without losing any element of the conversation which has already taken place.”