Why multi-channel CRM is vital for a smooth customer experience

Last year Oracle Service Cloud launched a new framework for its customer service portal, which meant the old framework would be discontinued.

Since then a number of our clients have asked us for help upgrading or migrating their existing customer service platforms to the new framework.

In a number of cases this has led to a complete reconfiguration or redesign of the platform as our clients have realised the need for their systems to be fully optimised to meet the changing needs, demands and expectations of their customers.

The importance of a multi-channel CRM system for ensuring a smooth customer experience cannot be understated.

Customers are increasingly expecting a seamless experience when they interact with a company, regardless of whether it is a large business or an SME.

They not only expect to be able to receive customer service through a channel of their choice, but also to be able to use multiple different channels for the same query, with seamless transition between them.

For example, a query might start off as an email and go through several channels such as voice chat or web chat before it is resolved.

But the expectations do not end with multi-channel alone.

Customers also want to be able to use their mobile devices to connect and engage. This might sound obvious, but it is surprising how many customer portals are still not optimised for mobile viewing, let alone seamless interaction.

Many customers also prefer to be able to deal with their query themselves, with little or no input from a traditional customer service representative. This means that multi-channel CRM systems should also include an element of self-service.

Companies that operate internationally have the added issue of language to consider in their CRM systems, which means they must be flexible and intuitive enough to be adopted across multiple territories.

For companies that are considering moving to Oracles new framework, or integrating the various channels of their CRM system into one multi-channel platform, there are a number of things to consider.

Most important is that the business requirements are given priority, and not the technical requirements. Multi-channel integration is, after all, addressing a business need.

Integration needs to be right for your business, so you need a bespoke solution.

Experience Assist can carry out a full consultancy project to review every aspect of a customer service portal, including the experience of both customers and agents. We then provide the client with a full report with recommendations for what needs to be done.

It is also essential that the integration process itself is seamless and does not cause disruption to existing services.

Finally, the integration must lead to a multi-channel CRM system that is flexible enough to meet the changing needs of your business or your customers in future.

Technology and customer expectations are constantly evolving, so you need a system that can evolve with them.

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