A сustomer-oriented approach is now the main strategy of every business. That is why customer support is impossible to ignore. Customers today have lots of alternatives to communicate with businesses, and as a result, businesses have more opportunities to grow their customer experiences.
New era of technologies, marketing strategies, and customer support gave a new wave of terminology: channel, multichannel, omnichannel.
Every CEO, Founder, and marketing manager of a company should become acquainted with these terms and their difference to build an efficient customer experience strategy.
Let’s reveal the difference between channel, multichannel, and omnichannel customer support service.
Channel support it is a great way to provide quality customer care.
It means that customer can communicate with business to get answers to questions in form of a dialogue via single support channel. Channel support systems help to show an openness to listen and be the part of the two-way conversation.
Channel support is one of the easiest ways to capture your customer with great services.
93% of customers switch companies at least once per year due to poor customer service. It can cost five times more to buy new customers than retain existing ones, according to Ivor Jones.
Customer defection is really expensive, but support channel provides you with constant opportunity to resolve any issue before the customer decides to switch to a competitor.
Important: your single channel should be of great quality. There can not exist any technical problems.
Multichannel support helps your company to meet the needs and wants of a highly differentiated customer base. Multichannel is based on the assumption that customers have their preferred ways of interacting with a company.
Providing multichannel support offers an easy way to capture your customers and honor the way in how they prefer to touch with your business.
This approach seeks to maximize the performance of each channel and to engage customers across multiple touchpoints.
Important: every channel may have its own strategy and be managed separately.
Being a startup Attendify tried to manage their customer support by themselves. But the fast-growing quantity of customers and complicated requests from all parts of the world forced this company to look for new solutions of not using inhouse resources.
“Founders and CEO of every startup should pay attention to the depths of business without spending time on lead generation, customer support and virtual assistance” – says Michael Balyasny, CEO of Attendify.
WOW24-7 helped Attendify to handle these functions.
“WOW24-7 is the team of experts which streamlined their business process by back office solutions and by providing multichannel support.
For these guys every call matters. And it’s the most important thing in gaining customers. Thanks to WOW24-7 we’ve managed to tap into unknown areas and get more new revenue opportunities” – added Michael Balyasny.
Omnichannel support can be described as multichannel as it utilizes all available support channels. A customer can communicate with an agent at any time by all possible channels: via chat, telephone, email etc. Omnichannel support provides you with the opportunity of choosing the right communication channel for the right customer.
It is based on the belief that most customers navigate between many touchpoints to make a single purchase. Omnichannel recognizes the customer’s need to explore various different channels and places him in the center of the strategy.
Important: by taking this approach, companies make sure that their messages are consistent across all channels.
The omnichannel approach inter-relates every channel to engage with customers as a holistic whole, to ensure they are having a wonderful overall experience with the brand throughout each and every channel. The focus is on building a stronger relationship between consumers and the brand.
Companies with well-defined omnichannel customer experience strategies in place achieve a 91% higher year-over-year increase in customer retention rate on average, compared to organizations with multichannel programs in place. These organizations also average a 3.4% increase in customer lifetime value, while those without omnichannel programs actually diminish customer lifetime value by 7% year-over-year.
By the way, knowing the differences between channel, multichannel, and omnichannel support is crucial if your company starts in choosing the right support decision. However, more important than terminology is providing consistent and relevant support strategy to your customers. It is not the description that matters but stellar customer experience.