What destroys customer service in a multichanneled call center?

The demand for fast, convenient, and far-reaching customer service has prompted businesses everywhere to rely not just on one channel when assisting and engaging with their customers. Now, it’s common for call centers to carry out not just voice-based service but also web-based assistance as well.

Since requests can come from different platforms like the phone, email, live chat, and social media, multichanneling customer support can be challenging, especially for a bilingual call center that caters to various nationalities and uses many languages. What usually lowers the level of service in a business that allows the public access via multiple channels? The answer, surprisingly, are the multiple steps that come with multichanneled customer service.


Mismanaged accounts

When using social networking sites to deal with questions and complaints, it’s ideal to route issues by category. This means having one Twitter handle each for booking, delivery, and so on. But if you use a channel for one specific function, you’d only defeat the purpose providing online customer service because it keeps your brand from having more accessible and convenient ways of contacting you.

Welcoming only tech-related concerns on Facebook or processing reservations only on Twitter would confuse and hassle customers. If they ever reach out to one of your accounts, with the wrong concern, you’d only lengthen their ordeal or worsen their problem by ignoring or redirecting to the right channel.


Tedious approval process

Most agents must first seek the approval of their team leader before making a decision, especially if they’re handling a sensitive case. Since the process may involve several departments or higher-ups, the customer would have no choice but to wait. If this is the case in your web-based channels, it’s another way of going against the purpose of online assistance.

People take their concerns to social media or live chat because they’re more efficient, so make sure that the approval process on these channels maximizes time. Try having a unified place for different teams to receive messages and track transactions. With this, a real-time feed would let them know about a case’s progress. Better yet, empower your frontline employees to take ownership of cases and equip them with enough knowledge to make decisions on their own.



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