A consumer upgrades his smartphone and is really impressed with the new device and service. All his contacts are imported into the new device and he leaves the store very happy with the wireless provider.
- Until the next day, when the carrier calls twice to make sure everything is working…
- Then they send an email with a customer satisfaction survey…
- Followed by a text message reminding him about his service options.
Unfortunately, this experience is all too common, and it’s killing businesses.
While the mobile revolution and social media explosion takes customer touch points to new heights, most consumer-facing organizations are going about it the wrong way. They’re jumping on Facebook and Twitter, SMS messaging away and dialing mobile phones—bombarding consumers with information from all directions. Consumers end up feeling trapped, annoyed and fed up.
When it comes to multichannel contact centers, the focus should be on quality, not quantity. One personalized message delivered how and when a customer prefers is much more powerful than ten generic messages delivered at inconvenient times.
So how can businesses strike the right balance and frequency, without going overboard?
- Ask – and don’t guess – customer preferences: It’s far from one-size-fits-all. Each consumer has a preference for what they like, and what they don’t like. It’s a safe assumption that 99 percent of consumers don’t want to receive emails, Tweets, phone calls and text messages all on the same day. Make sure you communicate the way the customer wants.
- Give customers choices: Consumers’ preferred methods of communications can shift overnight. Businesses should provide more options to acknowledge their personal habits. For example, sending a simple text message with the flexibility to respond through other channels provides unprecedented levels of service and may tighten the customer relationship.
- Coordinate communication strategies: You can’t have success without collaboration across multiple business units and functional departments. For example, loyalty departments need insight into how customer care and collections are reaching out to the same customers, so as not to repeat the scenario described earlier.
Are you taking any other “coordinated quality” approaches to customer communications and multichannel contact centers?
Read how you can take control in our whitepaper from Frost & Sullivan—Multi-Channel Customer Experience.