3 Steps to an Effective Multi-Channel Strategy

Angela Cheong
May. 2, 2013 by Angela Cheong

Aside from some good old-fashioned planning, it’s important to keep in mind the following when coming up with a multi-channel strategy that underscores customer support and engagement.

1. Put into place a technological messaging infrastructure that can scale on demand to handle high volumes of traffic.

2. Ensure multichannel capability and make sure your choice platform is able to manage customer communications across different channels, be it email, mobile or social.

3. Demand visibility through real-time analytics to pinpoint issues where customer service suffers a breakdown.

Ed Weber from US Airways talks about how having such detailed technical insight helped in troubleshooting problems customers face.

Cross-Channel versus Multi-Channel Communication

But why stop at multi-channel? Think about a cross-channel strategy instead where you make the customer the center of your world. Instead of blasting messages at them from a variety of platforms, track their behavior across differing channels and create a seamless brand experience – by offering them the right messages at the right time. Here’s an example of a message I received from Facebook upon the input of a wrong password – something I fear I am constantly guilty of.

FB_trouble_logging_in

When customers are stuck or at loss, you need to be able to have cross-channel systems in place to provide them with next steps at the right time. For example, what if they are trying to log in to their online bank account and have typed the wrong password?

Go one step further when you allow customers to respond directly to your original reminder email through a different channel – such as text. Dynamic transformation of messages from one channel to the next opens up a gateway of possibilities for customers to engage with you on their terms.

When you are able to step in and guide customers along by putting into place a cross-channel strategy, you’ll leave customers with a positive and lasting impression of your business.

Want to find out how to implement a multi-channel strategy to drive customer engagement? Download a copy of The New Communications Standard white paper!

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