More consumers are using mobile devices, online communities and social media to initiate customer service requests. This shift in behavior has motivated merchants to support next-generation consumers with improved customer service strategies.
A recent report from Constellation Research conveys the importance of moving from a single-channel service strategy to a cross-channel support operation. The April 2013 report, titled: Customer Service Strategy for a Disruptive World, provides steps for creating closer customer relationships and recommendations for identifying cross-channel service strategy goals.
“Many companies are ill-prepared to deliver the same level of support in social and mobile channels as they offer in more traditional channels of telephone or Web support,” the report noted. “This needs to change if companies want to optimize their services for their next-generation customers. [The change] requires a much more in-depth capturing of knowledge and customer interests through both listening and the creation of customer journey maps. Delivering top quality service requires brands and companies to better understand the needs and priorities of each customer and reach out to them via their channels of choice.”
The seven core features of the strategic customer support framework, detailed in the report, include:
- Planning and design requirements;
- Multichannel interaction support;
- Self-service support and knowledge management;
- CRM application integration;
- Customer service analytics and reporting;
- Customer experience insight and feedback; and
- Execution platform: cloud, premise ofr hybrid.
The research document concludes with recommendations for creating an actionable and flexible roadmap for long-term cross-channel support.
To obtain a complete copy of the Constellation Research report, click here.