Multi-Channel Contact Center: Introduction

Recently I received a parking ticket from the City of New Haven for supposedly unauthorized parking in a lot for which I hold a parking pass. The pass was on display on my dashboard, yet I was ticketed anyway. Not wanting to fork over $35 for this unjust treatment I decided to file an appeal. I was dreading having to drive over to the Parking Authority and deal with an appeal's agent. To my surprise I found a website on the back of the ticket and a web portal that I could use to file the appeal. It also listed a phone number I could call to verify and check status on the appeal. I immediately used my iPhone to capture the link on the ticket clicked on it and went over to the site. I plugged in the information from the ticket, took a picture of my parking pass from my phone and attached it for support, and my appeal was filed. A few days later I called the number on the ticket and spoke to an agent who said my appeal was being reviewed. Several days later, I received mail notifying me my ticket has been successfully nullified.

I was thrilled by the outcome, but was also thoroughly satisfied with the ease with which I was able to accomplish this task. No need to go over to the Parking authority to speak to someone, spend time and gas driving back and forth to an appeal's hearing, etc. All of this got me thinking of the way customer interactions have dramatically changed over the past few years. If a government agency can adopt to the modern age and make a (often intentionally) difficult interaction seem painless, businesses that want to engage their customers, keep them satisfied and retain their loyalty, need strategies that can make their interactions just as painless, if not pleasurable.

A growing number of organizations are investing a considerable amount of effort in developing Multi-Channel Contact Centers to provide multiple touch-points with their customers. In the era of emails, SMS, and web chats, it's no longer a luxury to provide new channels of contact with the customer. By necessity, organizations need to develop a MCC strategy that allows them to quickly respond to customer inquiries and put across a unified message across various platforms. Many consumers turn to the internet and social media for review and feedback on products. Therefore it is crucial for any company to have a social media presence to not only advertise their goods and services but to engage with the commentary and help shape the discussions. One viral video of a bad customer experience is all that it takes to damage the reputation of a company.

When thinking about a MCC strategy it is important to connect it with the overall business strategy and tailor it specific to our customer needs. In future posts I'd like to delve deeper into this topic and look at some of the best practices and challenges associated with implementing MCC.