The multichannel strategy is to integrate multiple contact channels and sales. Thus, the consumer buying behavior becomes multichannel: A more interactive communication, gathering the classic direct marketing channels (Internet, SMS, customer service, mailing, etc.) Consumers can purchase through the various terminals. (PCs, tablets, smartphones …)
Give priority to multi-channel customer service
Today, consumers are becoming increasingly demanding on the many proposed deals. They are looking for products that precisely match their expectations and needs. So when they make purchases they search via multichannel to find the right product (price / service). But what makes the difference is the customer service, especially as the financial value of quality customer service in the digital age increases.
However, critics of poor service can rapidly be disseminated on social media: a tweet can reach thousands of potential customers in just few seconds. In return, companies can increase customer satisfaction and customer loyalty by allowing them to switch between the different channels as easily as changing TV channels. Here are some principles to optimize multi-channel customer service.
Multichannel Customer Service for Mobile
Over 50% of smartphone users check prices online while in store. But users leave the site when the site is not accessible on their mobile. The best way to remedy this situation is to have a responsive site design to give the user good visibility and accessibility of the content of your website.
Optimise the accessibility and the presence of your website on smartphones by creating or integrating mobile applications. Make sure you have good navigation / application on your mobile site and contact highly visible and accessible on all pages (the customer service number, the nearest store, contact form, map …).
Multichannel Customer Service by email
Customers commonly use smartphones to read their mail, remember to adjust your mails and other publications on all media: smartphones, tablets, desktop PCs … Customize your mail and follow the progress of your mailing by behavioral monitoring reports or web analytics. Being responsive to customer demands, in case of absence or late responses, quickly send a message of apology to the customer …
Multichannel through social networks
Now you can engage directly with Internet users through social networks (Facebook, Linkedin, Pinterest, Twitter …). Your commitment on social networks can develop a multichannel strategy and adapt your offers and prospects on different social networks and address the personal data (email address, interests …) of your prospects on different accounts social networks. You can also add you to a group or circle for your business to understand the needs and behavior of subscribers and retain your prospects.
Multi-channel and cross-channel customer service for your business
Neglect your physical shop it is an important point in your multichannel strategy. For the CEO of Carrefour, the future is the cross channel is the combination of traffic in stores and online. « The cross-channel customer experience becomes, digital technologies enhance the offer, reinforce our image and contribute to the development of our sales. »
The multichannel customer service and that is an offer of services through various channels by allowing your customers to reach outlets by online services and vice versa. Services such as click & buy online and collect & return in-store allow your consumers to mix online and offline experiences, and to choose their buying journey.
Tracking customer behavior through multi-channel
Put equity analyzes behavior of your customers in the multichannel. On what devices they view your content? (Mobile, PC, tablet …) At what point do they buy online? What buying journey prefer your consumers? Try to improve your multichannel customer service.
corporate page on social networks offers a space for communication between you and your customers. This allows you to start the conversation with your customers that leave you comments on your page. Remember to meet your customers by working on writing answers. Different from email, social networks offer opportunities for other users to see the conversation between you and your customers.