Increasing Customer Satisfaction with Multi-Channel Strategies

Today’s customers are using multiple devices and platforms, and requiring multi-channel service. While you can’t control their expectations, you can control a large part of their experience, which is important because customer satisfaction impacts both current and future behavior. When customers are satisfied, they’re more likely to perform the behaviors you want them to – such as making a purchase and recommending your product or service to others. Below are three ways to increase customer satisfaction with multi-channel strategies.

Making Inventory More Organized and Visible

Logistics play a large role in the customer experience, particularly when customers are shopping online. When inventory data is organized and consolidated, it can then be offered to consumers on multiple channels, like on the store’s website and in the mobile app. In addition to showing available inventory, businesses can also clarify which shipping options are available and give estimates on delivery dates. When consumers have more access to information about the merchandise that’s in stock and where it can be purchased, they’re able to make informed decisions, which improves the buying experience.

Proactively Handling Customer Issues

In the past, e-mail, phone and chat support were reactive channels; the agent had to wait for the consumer to initiate the conversation. The agent could only respond after there was a call. Today contact center agents can be proactive. For example, customers can be invited to chat with an agent after abandoning their cart, which could lead to a sale that may not have otherwise happened. Businesses can also track untagged mentions of their brand name on Twitter, then respond directly to customers who are complaining about an experience, but who have not yet directly approached the company. The use of analytics can help to provide visibility into your customers’ desires and expectations.

Combating Negativity and Creating Brand Advocates

Frustrated customers are often the noisiest, especially online.  However, upset customers provide two unique opportunities for businesses. First, complaints show businesses which company shortcomings need to be fixed. Second, angry customers give businesses the chance to handle the problem gracefully and in front of an audience. It’s also important for businesses to remember than while some consumers may use social media as a way to publicly complain about a brand, companies can still use social media to create brand advocates. When brands engage with customers and show appreciation for their loyalty, the experience is shared with two networks: the customer’s and the company’s.

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