Channel Strategy
Organizations often direct customers to the cheapest channel. While seemingly efficient, this can lead to additional contact and frustration when the channel doesn't suit the query.
The Core
A good channel strategy considers customer needs, task complexity, and the cost of the entire customer journey. Sometimes self-service makes sense. Other times, a brief personal conversation can prevent extensive rework.
An effective approach doesn't start with an isolated tool. First, it's crucial to understand the customer's problem, the desired organizational outcome, and the processes, data, and people involved.
Important to know
These elements provide a concise overview of the content. Use them as a starting point for a conversation between business, IT, customer service, and compliance.
A change of address requires something different than a complaint, a bereavement, or a complex insurance query.
A channel must be usable for people with different abilities, assistive technologies, and preferences.
A customer should be able to easily switch to an employee when a bot or form isn't helping.
Information, status, and agreements must carry over when the customer switches channels.
Practical approach
You don't have to solve everything at once. These three steps make the topic discussable and actionable.
Group queries by simplicity, emotion, risk, and required action.
Determine which channel is easiest for the customer and manageable for the organization.
Use drop-offs, repeat contacts, and feedback to regularly adjust channel choices.
What it can achieve
A suitable channel mix reduces unnecessary contact and increases the likelihood of a customer completing a task in one go. The organization saves not by pushing people away, but by resolving every query via the right route.
View Customer Experience Management (CXM)Next step
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