Multi-channel customer experience

Article
 

Multi-channel customer experience a necessity

Ensuring that customers are able to voice their opinions and contact the company using different touch-points of their choice will enhance customer satisfaction and ultimately result in higher retention rates. Creating outstanding customer experiences utilizing different channels creates impassioned advocates for a brand. There is nothing more valuable to a company than brand advocates who are not only loyal to the company and keep returning for more, but also encourage their peers and networks to do the same. A report by Zuberance revealed that brand advocates have a direct impact on company’s topline. The study revealed that a brand’s advocates are at least 5X more valuable than average customers because they spend and recommend more than average customers.

Ignoring this segment’s needs or providing them with an unsatisfactory customer experience will result in losing valuable repeated business from loyal customers and bad publicity affecting future business operations. In order to prevent this from happening, it is crucial to understand what drives these customers away. The Customer Experience Impact 2010 report by Right Now revealed that 82% of consumers in the U.S. stopped doing business with a company due to a poor customer service experience. Of these, 73% cited rude staff as the primary pain point, and 55% said a company’s failure to resolve their problems in a timely manner drove them away.

A double-edged sword

While positive customer experiences matter, negative ones are even more crucial to a company. The 2012 American Express® Global Customer Service Barometer report revealed that while Americans tell an average of 15 people about positive experiences, they tell an average of 24 people about poor experiences. Not only that, customers might even have unrealistic expectations when it comes to resolution of problems which can further complicate this issue. According to the Social Habit, 32% of social customers expect a response within 30 minutes; 42% expect a response within 60 minutes of contacting the company with an issue.

Predicting customers’ grievances and proactively solving issues using different channels by projecting a single face of the company will greatly enhance their customer experience. For instance, an internet company observes that certain customers’ movie streaming is slow and unsatisfactory. Before the customer has a chance to complain, the company has already sent out emails apologizing for the inconvenience caused while refunding the money, before the movie is over.

While one should focus on delivering positive experiences and garnering positive reviews, one shouldn’t forget that negative experiences matter as well.

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