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The Multi and Cross Channel Debate in Customer Service

17th Oct 2012
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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).

What do you think?

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