Rules Of Multi-Channel Customer Engagement

6 Golden Rules For Multi-Channel Customer Engagement

In today’s omni-channel world, we need to be able to manage successful conversations with our customers across multiple contact points. Contact centres need to be able to offer a responsive, consistent and effective service across voice, email, chat and social media channels.

Here are our six golden rules for successful multi-channel conversations…

1. Real-Time Insight

More than ever, we need a set of real-time views. Not just a contact centre wallboard that shows us we have 23 calls in a queue! But, a range of views that show us which channels are busy and what key topics are trending.

With advanced text analytics and sentiment analysis we can quickly identify issues that are trending across social media, email and chat. We can understand root causes in real-time and deliver resolutions more quickly.

2. Universal Queue

By using a single platform to manage voice, email, chat and social media, all customer contacts come into a universal queue. This gives us the potential to distribute contacts across a number of teams or multi-skilled agents.

If we have a spike in inbound calls, we can easily pause outbound activity and move agents in to help manage the volume. If we see a spike on social media, we can move agents from email or chat teams to help with social customer care.

2. Universal Queue

By using a single platform to manage voice, email, chat and social media, all customer contacts come into a universal queue. This gives us the potential to distribute contacts across a number of teams or multi-skilled agents.

If we have a spike in inbound calls, we can easily pause outbound activity and move agents in to help manage the volume. If we see a spike on social media, we can move agents from email or chat teams to help with social customer care.

3. Consistency across Channel

The key for agents to be able to manage multiple contact channels is consistency. Whether it’s a voice call, a chat session, a customer email or a Facebook private message, agents should feel comfortable engaging with the customer.

Our agent workplace enables a consistent agent experience, across voice, email, chat and social media channels. Agents get a consistent look and feel, with the same relevant contact details and information for each customer contact.

4. Manage busy periods effectively through Chat queues…

As standard, if all agents are busy, new chat requests can be directed into a chat queue with the appropriate customer messaging in place.Once an agent becomes available, chats will be routed through to that agent immediately. Or, if a max queue time is reached, the customer will be informed.All chat sessions that queue are shown in the chat queueing report, with a breakdown of the number of chats that abandoned from queue.

5. Monitor chat activity in real-time, with a range of KPIs…

Within Analysis, all chats can be monitored in real-time, with chats queueing, connected, answered and abandoned displayed in a series of live widgets.The Supervisor Dash is also real-time and shows a range of KPIs (Key Performance Indicators), along with individual agent status and performance stats.By reviewing chat activity in real-time, supervisors can easily reallocate resources to manage an increase in chat requests or move agents on to other channels.

6. Present customer chats to agents with as much useful information as possible…

When chat sessions are presented to the agent, anything captured via the chat form is presented on answer, such as customer name, email address and policy number.Chat requests may have been tagged or prioritised through workflow, which is presented ‘visibly’ to the agent. And we also provide a geo location, based on IP address.Lastly, if the chat journey has come through our FAQs module, we can also show which pages and articles the customer viewed, prior to initiating the chat session.

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