Looking at your service experience from the customer’s point of view lets you balance your contact channels, improving navigation from SMS to Web to speaking with a live agent via chat or phone. What happens when you don’t create a good omnichannel experience for customers? Let me share a recent experience I had to paint a clear picture.
I recently tried to make a purchase online, and while I found what I wanted, I wasn’t sure if it would really work for me. Their site offered web chat, so I initiated a chat session to get some additional information. The five minute chat interaction resulted in my decision to purchase the product. However, once the chat disconnected and I tried to complete the purchase, I was blocked from doing so as an additional product needed to be added prior to check out. Frustrated, I called customer service.
The voice-activated auto attendant sent me to the wrong workgroup, and when I reached an agent, I had to provide my information all over again, and explain why I was calling. Pleading with the agent on the phone that I just wanted to complete the transaction I started online, I was then transferred to another automated attendant that wasn’t able to help me. Unable to return to customer service, I hung up and called customer service back – again. I had to verify my account information and reiterate my issue for a second time to the agent who answered the call, only to be transferred to someone who walked me through the steps to buy my items. Once the transaction was complete, the call ended and I promptly received multiple text messages asking to complete a survey about my experience.
I used all of the channels that were available to me to make just one purchase. If the channels had been integrated properly, I would have completed the interaction in three minutes. This could have been measured as a first contact resolution. However, since I needed to call in twice within three minutes, it wasn’t first call resolution – it was second call, and third contact resolution.
Understanding the preferred channel of interacting allows you to create connections, with contextual information, empowering agents to become emotionally engaged and vested in the customers they serve. Then you can measure the connections by “first contact resolution” versus “first call resolution.”
A customer who receives resolution within the first contact is going to be happy and willing to speak about the company in a very positive light. When you make interactions seamless and balance interactions across all available channels, you not only increase loyalty, you reduce customer effort.
Give customers that little something “extra” that makes them feel as if they are your most important customer.
To learn more about Omnichannel Best Practices, join us next week for a free webinar on Thursday, May 21st at 2pm EDT.