What Customers Expect From Multi-Channel Support

By Dennis McCafferty  |  Posted 2016-10-07 Email

Companies are falling short of customer expectations in providing multi-channel support, according to a recent survey conducted by Ovum for BoldChat by LogMeIn. The accompanying report, "Get It Right: Deliver the Omni-Channel Support Customers Want," reveals that customers are using at least five channels for support these days, and mobile apps are emerging as a popular resource. When inquiring via live Web or mobile chat, many individuals expect to get a response in less than a minute. However, the failure of organizations to track digital behavior is leading to customer frustration, especially when they can't reach someone who can help resolve an inquiry or issue. This can result in revenue losses and brand reputation damage, as most customers said they have stopped doing business with a company following a bad experience. "Today, there is a discrepancy between customer behavior and contact center support," according to the report. "Customers are readily using digital channels to search for information, but are often unable to resolve issues across these channels. Contact centers need to better track digital behavior and deliver integrated support offerings that meet the demands of the connected, mobile customer. … They must reduce customer effort across mobile and Web channels to ultimately enhance customer loyalty and satisfaction." An estimated 300 global contact center managers and 400 customers took part in the research.

Dennis McCafferty is a freelance writer for Baseline Magazine.

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