Everything can be completely fine with your brand, until suddenly, it’s not.
Whether the fluctuation is caused by human error (a poor social media update going viral) or by system downtime, you need to spring into action. There are some management approaches that can be built into your customer experience strategy to avoid reputational damage in the long term.
10 channels, 10 risks
At the heart of risk-prevention is bridging departmental silos and integrating your customer contact channels. The average business has between seven and nine interaction or service channels – voice, email, social media, online, chat, in-store and more – and, too often, these are not being operated in concert with one another and across business units. Besides the potential loss of data that exists around customer and business intelligence, it becomes harder to track where problem areas are and to resolve them if they’re not integrated.
Let’s say you have outsourced your social media to a marketing department or a third-party marketing agency, they may not be equipped to deal with a challenge such as system downtime in the contact centre environment. A deluge of complaints is not adequately resolved with “we are aware of the problem” messaging. Similarly, should customers have queries about their accounts or products, the social media team may not have access to the resources needed to interact with the customer and answer the question effectively.
The optimal environment is to centralise channel communication with an integrated approach that allows team members access to the right information across systems. Adopting a fragmented approach to customer engagement and channel management is what can lead to a breakdown in the customer experience and ultimately very dissatisfied customers.