Recently we released a new research report that revealed just how important multi-channel customer service is to consumers. According to our research, nine out of ten people now expect to receive consistent information over multiple customer contact channels.
Unfortunately our findings also revealed how businesses are failing to meet this expectation. We found 65% of consumers have received inconsistent information when contacting brands via multiple channels. Seven out of ten rank this kind of poor multi-channel experience as a major annoyance.
The message is clear: customers want a superior experience, however they choose to contact you. It’s also plain that the consequences of not delivering on this expectation can be drastic. We only need look at the recent demise of high street retailers like HMV and Jessops to be reminded that businesses are living on a knife edge. They must deliver what customers want on many different fronts if they are to survive.
The question is, with so many channels to deal with today, how do you make a multi-channel strategy a workable reality?
At Synthetix we’ve longed believed that a large part of the answer lies in effective Knowledge Management. By developing a centralised knowledge-base of information, you can ensure that customers get quick and consistent answers to their questions – through web self-service, from agents in contact centres or through a variety of other other channels including mobile, social media or in-store.
It seems the analysts agree. Forrester recently featured Knowledge Management in its top 15 customer service trends for 2013, even saying that “Knowledge Management Is Becoming The Jewel In The Customer Service Crown.”
We couldn’t have put it better ourselves, for demand for multi-channel customer service is ever-increasing. The competition is only ever a mere click away. It’s those companies that make sure that all bases are covered – through effective Knowledge Management – that will emerge as the clear winners over the long term.
More Business articles from Business 2 Community: