Omni-Channel Everywhere: Taking Support to the Next Level

Marketers have already figured out how to approach customers on their preferred channels. Why isn’t the same approach being applied to customer support?

Erik Pfannmöller
Aug 31, 2018 · 4 min read

In my previous articles, I’ve written about the technological underpinnings of chatbots (here and here) and their use cases. Now I want to broaden the topic and talk about the wider support context: About the role chatbots will play in it and how they will be applied to different industries and day-to-day business.

Traditionally, support makes up the final step of the customer journey: After learning about a product and purchasing it, a support function enables customers to resolve any final hiccups they might encounter.

Even though that last step is crucial for creating customer satisfaction and loyalty, it’s often out of sync with the earlier steps in the customer journey and doesn’t meet their expectations.

In recent years, marketing has made big strides in embracing new channels to win customers and sell to them.

Marketers now use social media and mobile applications like messengers to talk to their customers where they already are. Why, then do many companies still only offer phone support?

Unfortunately, the availability of different channels is often ignored in the support context. As the following insights will show, it’s vital those opportunities aren’t missed and the power of the chatbot is leveraged.

To see how, let’s apply the insights from marketing to customer support!

Communication Channels Have Multiplied

Before talking about my recommendations, I’ll quickly recap what has happened in the world of marketing — and why marketers are talking about ‘omni-channel marketing’.

With the rise of the internet and the ‘Web 2.0’ in the late 2000s, the rules of commerce changed completely: Brands used to be able to rely on customers’ brand loyalty and high entry barriers for competitors. As customers became internet savvy, the entry barriers waned: Suddenly, an emerging brand could directly reach out to its target audience. Meanwhile, customers gained more choice and became willing to try out new offerings.

At the same time, communication channels for companies and customers multiplied: Companies became able to talk to customers online, across websites, e-mail and social media. Messaging apps emerged soon after — and became the new battleground where marketers fought for customer attention.

Marketers now take what’s known as an ‘omni-channel’ approach: Rather than reach customers solely through a single channel (like their website), they approach them through every available channel, grabbing their attention on social or newsletters to redirect them to their site. Some brands will even point them to messengers where they offer additional services.

The advantages are clear: By being where the customer is, companies have a higher chance of winning and retaining the customer.

Expectations Have Risen

As customer behavior shifts, alternative channels are only growing in importance. Technology writer Alexis Madrigal has coined the term “dark social to describe how customers are increasingly moving from social media to messaging services. People, he argued, increasingly prefer services that aren’t publicly visible and easily tracked.

Customers now reasonably expect their favorite brands to take into account such preferences, offer ways to reach them on their desired channel and to be available 24/7. Customers don’t just want to rely on websites (let alone phone lines!) to make their purchase, but expect their time and privacy to be respected by allowing purchase and service wherever, whenever and however they want it.

This is where customer support comes in. It faces just the same expectations as the rest of the customer journey and is therefore one of the main causes for “frustrated-loyal” customers in industries like banking and insurance.

Support is Still a Big Differentiator

You owe it to your customers to not only sell to them at their convenience, but to also service them where and when they want. Omni-channel marketing strategies are great — but if the approach of using different channels stops after the purchase, you’re setting your customers up for disappointment and yourself for failure.

Currently, the majority of your customers still expect to find service on your website. Because of that, you should provide fast and effective solutions for them right there through helpful documentation and interactive services. If you want to service customers where they already are, messenger apps like Facebook Messenger and WhatsApp are natural extensions of your support channels.

Chatbots, such as Solvemate, are perfect in these situations: Integrated on your website and in a messenger app like Facebook’s, they can provide customers with instant, effortless support. Interaction with the bot mimics the way they already communicate online and makes it easy to start a conversation. Best of all, chatbots can have those conversations at scale and provide service to numerous customers at the same time.

Also keep in mind that the move to ‘dark social’ makes messenger bots more attractive: Many customers wouldn’t want to express their qualms on your Facebook page for everyone to see. Private messenger channels are great for making them feel heard and a perfect opportunity to provide fast and responsive support.

Ultimately, good customer support is a major differentiator that helps you stand out from your competitors. When you’re solving customers’ requests on channels they already use, you’ll be able to delight them and build loyalty over time.

Marketers have understood that using different channels makes it easier for them to get their message across. The same is true for customer support: By offering it through different channels, you can make it faster, more helpful, and more responsive — which benefits both your customers and your business.

Erik Pfannmöller

Written by

CEO @ Solvemate.com Passionate about AI, computers and software. Like structure and efficiency. Nerdy on details. Love keyboard shortcuts. Chasing a big vision.

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