Let’s talk about a very interesting debate between Esteban Kolsky and Wim Rampen on the importance of a multi channel interaction / service management and a cross channel customer experience. I invite you to have a look at their posts and, even if I’m one of the worldwide greatest fan of Esteban, I’ve to tell you that I think he’s too much “challenging” with his vision of a “monolithic” channel service infrastructure.
I surely agree with the fact that most companies are more worried about the “being there cause everyone’s there” problem than by a reasonable strategic vision that considers which touchpoints your customers prefer to use in order to keep in touch with you.
I surely agree with the fact that lots of people is still using traditional channels more than social ones to interact with companies.
But I also think that is undoubted that:
we are more and more reconsidering the way we (and younger people) interact each other
the adoption of different channels depends on context (position, specific level of criticality of your problem, etc.)
the share of communication/interaction technology in the Contact Centre cost structure is really kept down
even Collaborative CRM vendors (like Genesys) are delivering enabling technologies which support CSRs in considering different interactions through different channels, coming from the same customer, as a unique conversation if related to the same case
So, in my opinion, even if managing a unique interaction channel is more easy and inexpensive for a company, maybe is also shortsighted and unrealistic denying that not considering a multi-channel strategy can have negative effects on relations with your customers.
Everything depends on a concrete analysis on which channels a company must focus on (cause they are worth it), together with a deep intervention on people’s training and a process re-design that really support cross-channel interactions without causing dangerous experience gaps (a transversal dilemma and maybe the main fundamental value perceived when evaluating a company customer service).