The answer to this question can be ended by just saying ‘Yes’ but why you need it will still ponder in your mind.

Let’s first check what comes under multi-channel support! When a company offers more than one channel to solve the issue or general queries of the customer, it is referred as multi-channel support. The mode of communication including email, phone, chat and social media channels qualify as the major components of this process.

The firm NewVoiceMedia reported that around 60 percent of consumers change their channel of contact with the company based on their location and what they are doing. This and several other statistics strongly reinforce the importance of customer support through every channel.

Let’s breakdown multi-channel customer support into different mediums and analyze importance of each of these channels.

Toll free support – The primary channel

Support through phone has been the traditional channel which acts as primary medium of customer support by the companies. Even though it is not the only mode of communication with customers, it still acts as backbone of support process. But just providing number as a part of customer support to customers is not sufficient enough for a business. You need to ensure that agents are well-versed in communication skills with ability to offer optimum response.

Also, being available 24×7 with minimum waiting time for customers are some of the factors while implementing the phone support for customers.

Live Chat – Most underrated channel

I refer live chat as underrated one as still multiple businesses are reluctant to adopt this as a means of resolving customer queries. The live chat is most convenient for customers (or pro-customers) that are going through your website to know more about your offerings. There are high chances that they may face confusion related to prices, policies, delivery, specifications or other issues. And if an option to ask questions on the spot is available on website in the form of live chat, they will definitely love it. As a result, your company will get a sale.

Just imagine how much customers drop the idea of shopping just due to lack of quick resolution related to multiple queries brimming in their mind. On the other hand, chat agents are able to handle multiple queries simultaneously making it one of the quickest and cost-effective channels.

Social Media – Whole world is present there

As per TechCrunch, online technology news publisher, there are 320 million monthly active users present on Twitter as of October 2015. And this is just one channel! If we consider other ones like Facebook, Google Plus, LinkedIn and Instagram, we will understand how a new digital world is expanding out there in front of our screens.

The marketing species have already revamped their campaigns which hits the chord among the residents of this digital world (social media users). Customer service department is also realizing its importance and becoming more active with each passing day as ignoring this channel would mean slow death of the business. This is because issues written by the unsatisfied customer will be read by others connected to that user on social networking site. As a result, negative image will proliferate if no responses are made immediately.

Email – Most trusted by customers

You must be wondering why customers trust email so much. Very first reason is that it is written form of conversation. And anything which is in written form automatically adds more trust. It gives a sense of security to the customers as they can use the email query or response as a proof in case of any dispute related to product/service in the future.

Another major reason is that they can explain everything clearly on email. From main issue, details of their purchase, warranty information and other important points can be clearly written in the body of the email. This also gives them power to attach screenshots or images related to product which helps in explaining the issue better. But as per various research reports, the companies don’t take the emails seriously which results in losing of precious customers at a high rate.

The smartphone factor

There is one thing that is common to all these channels: Smartphones!

Millennials and Gen X in present scenario like to use their magical gadget (smartphones) for connecting with the brands. And it becomes the duty of brands to give them a positive experience on each channel that compels them to return to the company in future.

Conclusion

Every consumer-oriented company including retail sector, telecom, healthcare and many more need multi-channel customer support as their future somewhat lies on how they treat their customers through these channels. You can take support contact center outsourcing firms which have a strong team to offer quality service in every essential mode of customer support.

Additional Reading:

10 Customer Experience Influencers which are Worth Following
15 Tips for Effective Chat Support Operations
9 tips to be more productive at workplace