The ways in which companies field, handle, and resolve customer requests are as varied as they are different. Whereas a phone call or store visit historically sufficed, today’s customers are increasingly turning to social media and smartphone apps—in addition to already established use of webchat and email—to get live if not instant help.
In light of this, retailers have increasingly adopted to engage customers at the touchpoint in which they’re most comfortable. Unfortunately, many companies believe that adding more customer channels or reducing the time it takes to handle customer queries will boost customer satisfaction and enhance the overall experience. But more (or hurried interactions) isn’t always better, especially when it comes to serving customer needs.
To avoid this, retailers must broaden their view of omnichannels and focus more on steering customers to the channels that best suit their preference for engaging, communicating, and ensuring loyalty.