Customers channel-hop when trying to get an answer, but companies don't always know which channels their customers are on or where they're going next. Customers are increasingly exploring, buying and seeking service over mobile devices, web, social media, and even game consoles. However, when answers cannot be found, they often turn to the phone as a last ditch effort for resolution.
When customers reach for the phone because they are unable to find the support they need elsewhere, the first touch point with an agent is typically perceived negatively. They are frustrated they couldn't get their issue resolved more efficiently. To make things worse, they may need to jump through more hoops once the connection with the live agent has been made. Depending on the issue, consumers may be passed from agent to agent until directed to the appropriate person who can resolve the issue.
For years, customers tolerated contact centers lack of omnichannel solutions, but that's no longer the case.
In fact, the 2013 Contact Center Satisfaction Index (CCSI) revealed an 8 point drop in satisfaction rates from 2012 to 2013-sliding from a 77 point satisfaction rate to a mere 69. The lowest since the study began in 2007.
Needless to say, it's time contact centers join the digital age and create a consistent, positive experience on each of their communication channels.
Where are customers turning?
According to a 2014 study from Bank of America, 91 percent of consumers view their mobile phone as just as important as both their car and deodorant! Young Millennials went even further to note that their mobile phone was more important to them than daily hygiene. They valued their phone more than both deodorant and their toothbrush.
What can we learn from this study? First, the connection people have to their mobile devices is extreme, but very real. More importantly, contact centers must realign their process to positively connect with customers.
Consumers are accessing mobile apps, websites, social channels, emails, and text and that's just through their smartphones. Think about other online-based channels consumers consider. With all the channels customers are reaching out to, it's crucial that organizations provide consistent, positive customer service across the board.