We know customers feel the pain of being inadequately supported on a particular channel. In fact, in a recent survey, we found that 46% of customers believe that they aren’t getting the support that they deserve.
The good news? A better way is on the horizon. It just requires making customer-centric decisions when it comes to channel deployments. Rather than focusing on a single channel, such as only text or only voice, brands should think about the power of deploying a few channels together with a cohesive strategy. This way, channels can work together to optimize the experience for a customer.
Technology has advanced, allowing us to use voice and text together in parallel or simultaneously (or even interchangeably) to make sure each type of customer transaction is handled through the path of least resistance. Channels cannot be treated as identical options for customers. Every channel has their own unique strengths and weaknesses, making them better suited for some transactions, time periods, and customers than other channel options. For example, filling out a form is best and fastest via text channels, but the intricate process of submitting an insurance claim could be best automated via voice. Ignoring, or negating the power and potential of text being used with voice is the antithesis of great CX. That’s because customers have spoken and it’s clear what they want. The ability to self-serve quickly, efficiently, and without any clunkiness is non-negotiable for customers.
The lasting pain of ineffectively deployed voice or text applications is enough to make customers ditch a channel after a single bad experience. In fact, the easiest way to master how to create a successful omnichannel deployment is to put yourself in the shoes of your customers. Why do they default to voice for some transactions, but text channels for others? Understanding these nuances will make for productive interactions via voice, text, or a combination of both.
There is significant power in voice and text being leveraged together. Brands should look to unlock this potential to save customers time and frustration, reduce agent minutes, and get operationally more efficient. The new dawn of CX requires not just voice or text, but both options working in harmony together.
Guest post written by Interactions
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