Your customers are browsing on your brand page at the moment- either on a phone app, a social media page or a website. In a digital age, your customers are across multiple touchpoints. Now the main question arises- which is the most effective channel to offset customer support? In this blog, we will help you choose the right customer service channel.
What Is A Touchpoint?
A touchpoint is a point of interaction between a customer and a business. A business can have multiple touchpoints in the virtual world. This includes social media channels, branded applications, third party review apps, contact numbers to name a few.
Is it necessary to have multiple touchpoints ?
Typically when an organisation begins to scale, they focus their resources on most commonly used touchpoints. This helps the brand to tap untouched customer segments who may not be aware of the brand. Multiple touchpoints can help companies cater to distressed customers. They can close the feedback loop via any channel. This is the main reason why an omnichannel approach is important in this day and age.
- Close the feedback loop.
- Capture trends and patterns on those touchpoints.
- Assess customer feedback on third party apps.
- Cater to an untouched customer segment.
- Increase brand presence virtually.
How To Determine The Most Effective Channel For Your Business? 4 Points
One can assess active communication mediums by investigating where people spend most of their time. This helps you offer assistance beyond a brick and mortar store. During online shopping, people browse websites, share feedback on social media channels and get promotional emails in their inbox. Most brands also have an online shopping mobile app as well.
Understand the target consumer’s preferences and behaviour:
Assess where your target user base likes to spend their time. This can be done on an app or various social media platforms. One way to know this is by conducting customer surveys. Seek responses on their most preferred channel for customer support. It can either be via DMs or directly on a phone call with a customer support executive. You can tailor your support channels based on different customer needs for a more personalized experience.Monitor online forums to identify popular channels for customer support. Additionally, stay updated with trends and shifts in consumer behavior so that you can adapt your channel strategy accordingly.
Evaluate the efficiency of communication channels:
Evalue the communication channels based on the functionality and efficiency. First, assess the features and capabilities of each channel. Look at how well they can handle different types of customer queries and provide the necessary support. Second, think about the ease of use and accessibility of these channels for your consumers.Are they user-friendly and easily accessible across different devices? Some users might prefer digital channels such as Facebook messengers or website help desk while people who are not too tech savvy prefer a phone call assistance.
Assess if a channel can be scaled:
As your customer base grows, evaluate the scalability of each channel. It’s important to have mediums that can handle increasing demands without compromising the quality of support. A channel that is also cost-effective can have a good ROI. Consider the expenses involved in maintaining and operating each medium. Additionally, seek feedback from your customer support agents. They can offer valuable insights into the challenges and benefits of each channel based on their experience.
Lookout for messenger based platforms:
Messenger based platforms boasts of a million users exchanging billions of texts on a daily basis. This is a massive potential to capture critical customer data at your fingertips.
So why should marketing professionals use messenger apps to reach out to their target audience? The answer is simple. People are on their mobile devices all day. It only makes sense to create customer feedback surveys and customize it for the platform. This includes WhatsApp messenger surveys and Facebook messenger surveys, website chat bots, in-app surveys and dynamic AMP email surveys etc.
Ready to take your CX protocol to the next level?
If you want to amp up the way you collect customer feedback, consider using Merren. Merren collects 10x the survey response rate, more than the average market standard. Automate survey collection processes and map your customer journey with ease. Merren offers a 14 day free trial without any card details. You can build your own surveys and create a free WhatsApp survey in a few clicks. Customize survey templates here and start getting 10x the response rate.