multiple channelsAssociate M is working through a tricky service request for Customer A’s account.  
Phone rings.
Customer B:  “Hi! This is Customer B, and I wanted to ask about the new ad I saw on TV.”
Associate M: “Mr. B, it’s great to hear from you.  Let me open your account details and let’s see what our new service can do for you.”
Call continues for 10 minutes.
Customer B: “Thanks for your advice, I’ll think about it and get back to you.”
Associate M: “Have a nice day.”  Now where was I?

This scene sounds reasonable, right?  Real time channels like voice don’t take kindly to waiting, and customers like to talk to their usual rep.  So, prioritizing voice over other work just makes sense.  But does it?

What if I add to this scenario that Customer A is at risk of leaving along with her $1,000,000 account, and Customer B is a newly graduated student with a $500 account.

And let’s add the reality that after taking the phone interrupt, studies show that Associate M could easily take 10 minutes or more to pick up the threads of the high priority task he was working on and runs a risk of making a mistake due to the interrupted thought process.

Are you still ok with the logic that sent the call to Associate M at this time?

Delivering your service promise across multiple channels requires that you consider who is contacting you more than how.  Specifically:

  • Bust your silos.  In our increasingly cross channel world, typical prioritization techniques fail us when they are implemented in silos.  We forget that it is the customer and the service that should drive our priorities and not the channel over which the work arrives.  Digital Customer Service takes the whole picture of your customer service environment into account when you make your routing decisions.
  • Plan for backups.  Use your full resource pool to serve your customers and balance the rule for a preferred resource with the other priorities like speed of answer.  With Virtual Customer Service you can provide access to trained reps regardless of location to ensure that contacts are connected in a timely manner to a skilled resource, even if the perfect resource is busy with something else.
  • Provide an alternative.  When all else fails and a resource cannot be found, respect your customer’s time and offer a call back.  It’s a win-win.

If you’ve been adding new channels to your customer service center in a piecemeal fashion, (and who hasn’t?), it’s probably time to rethink your customer experience strategy by centering it on the customer and not the technology they use.

We invite you to join us for our webinar on 5/29 “Should You “Switch-off” Your ACD?