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The ultimate channel strategy is channel-less

The ultimate channel strategy is channel-less
Claire Lucas
Claire Lucas Head of Product Marketing at Odigo

Personalised channel management strategies are crucial to meeting customer expectations. Since providing multiple channels is now an industry standard, a true differentiator is the effective integration of different cross-channel interactions into one smooth conversation. Customers expect the same seamless experience with brands that they enjoy in their private lives, and contact centre channel strategies must reflect that reality.

January 26, 2021

The last few years have seen an evolution in channel strategies, from multichannel to omnichannel to channel-less. Diversifying communication channels is a necessary first step, but by itself is no guarantee of a rewarding customer experience (CX). The ultimate strength of a channel management strategy lies in its ability to meet customer expectations. A customer-centric perspective reveals the key differences between channel strategies, and why channel-less provides the best CX.

A channel management strategy that unites conversations

Salesforce data from 2020 revealed that 74% of customers reported using multiple channels to start and complete a transaction and 76% preferred different channels dependent on context. However, along with this convenience comes the risk of disruption when data and requests are shared across multiple channels. This fragmentation costs contact centre agents time and frustrates customers. In the same report, 54% of customers agreed that, generally, interactions felt like communicating with departments rather than single companies. Additionally 65% said they had needed to repeat or re-explain information. 

For contact centres to have relevant customer information at the ready, this data cannot be stored in separate silos. Omnichannel, which enables cross-channel sharing of information, went a long way to fixing that. But it still falls short of customer expectations, 53% of customers still describe most service interactions as fragmented. That’s where channel-less comes in. 

We are all channel-less in our private lives. A son emails his mother birthday greetings, she replies by phone, and when she asks for the latest photos of his family, he follows up via social media. The channels are not important; the development of the conversation is what matters. Channel-less communication occurs when multiple communication channels are linked into one smooth conversation, making the channels used irrelevant. It’s about centring the message, not the medium. To customers, the channels they’re communicating on are immaterial; their issues are what matter. The more customer-centric your channel strategy, the more important it becomes to link your channels together into one seamless experience.

Repetition: the major pain point this channel strategy eliminates 

Channel-less CX removes one of the most frustrating pain points for customers: the need to repeat oneself. In one study, 33% of customers who had contacted customer services reported having to give the same information twice or more. As previously discussed this is compounded when departments act in isolation. A channel strategy that requires constant reiteration defeats the purpose of hosting multiple channels. What good is a chatbot if the customer has to start over with an agent? 

This is where many channel strategies run into trouble. Although agents have the ability to access information on separate channels, they still have to look for it. When a call comes in and they don’t know the history, they understandably ask the customer to explain the issue. They have no way of knowing how many times their customer has already told the same story. Thus, an inadequately coordinated channel management strategy may actually harm the customer effort score (CES), resulting in a lower level of service. In contrast, a channel-less strategy instantly adds all-new customer interactions into one ongoing stream, available to any agent at any time. When a call comes in, an agent sees the customer history before the conversation even starts. Customers avoid having to repeat themselves and enjoy convenient, personalised service.

Customers expect a channel management strategy that reflects today’s norms

When customers contact a company, their expectations are influenced by many factors. Not only do people notice the differences in service between similar companies, but Salesforce reports that 62% of customers say experiences in one sector influence their expectations of entirely different industries. The best CX your customers have experienced anywhere serves as their benchmark for your service. Customers also transfer their expectations from their personal lives. People have become accustomed to channel-less conversations with family and friends, and when that’s not possible with a company they feel disappointed with the experience. That dissatisfaction may be magnified by two additional recent developments.

First, more people are encountering multiple channels than ever before. COVID-19 changed the way millions of people do business, sending online sales up 6-10%, according to the UN. Furthermore, Salesforce also says that 74% of customers say they’ve used multiple channels to start and complete a transaction, up from 71% in 2019. If a channel management strategy has any gaps in it, more customers will be affected. Second is a more surprising trend: customers are beginning to take their interactions with companies more personally. “Disconnected experiences used to inconvenience customers. They still do, but they cause so much more damage in our current environment because they signal insensitivity,” explains Tiffani Bova. A customer who has to repeat himself doesn’t feel like he’s dealing with three channels; he feels like he’s repeating himself to one company, who won’t listen.

More customers are using more channels with higher expectations, and when something goes wrong, they’re increasingly likely to take it personally. But while a poorly designed channel strategy is a liability, a well-managed channel strategy provides valuable opportunities to connect with customers. It saves customers time, removes hassles and pain points and shows them that their priorities come first. Channel-less is effective because it looks at CX from the customer’s perspective. And for the customer, the experience is what matters. 
For more information on how a channel-less strategy can help you meet customer expectations, contact Odigo. We were named a global Leader in the ISG Provider Lens™ Contact Centre as a Service 2021 report, which has valuable CCaaS market insights from different quadrants of the world, and more on Odigo’s fully-customisable, AI-driven, channel-less solutions and strategies.

Claire Lucas
Head of Product Marketing at Odigo

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