Every call center is expected to deliver quality customer service to the people they serve, regardless of the channel it’s delivered in. Best practices can vary from platform to platform, but the quality should be consistent on the phone, email, and live chat. Since almost every bilingual call center today also offers multi-channeled support, it can be challenging to give a smooth service on different platforms, especially if it has to be given in different languages.
A call center may make the mistake of making the assistance process too complicated for users to understand, particularly if it’s just on the early stages of embracing online customer service. What some do is that they assign a certain function to one channel and only entertain concerns related to that function alone. For example, bookings only go to the brand’s Facebook account, while the Twitter handle receives only inquiries. Should a problem go to the wrong channel, it either gets ignored or redirected to the right platform, thus further lengthening the process.
Instead of doing this, it’s better to have an official account on each platform. You can route concerns according to category by having an account each for bookings, inquiries, and so on, both on Facebook and Twitter, aside from an account for general inquiries. These channels should also be well-disseminated to make sure that everything goes to where it should go.
Faulty multi-channeling process
Another issue that’s slowing online customer service is the agents’ lack of independence. They have to seek a higher-up’s approval whenever they handle a sensitive case, and it may go through tedious reviews and approvals on different departments. Of course, this means that the customer would have to wait before getting a complete solution. Waiting is the last thing people want from web-based channels, as they rely to these for the speed and convenience they bring.
This is why it’s best to handle issues in a unified platform where concerned individuals can view the problem and get real-time updates or approvals about the process. More than this, agents should be trained to take ownership of cases and make decisions on their own to quicken the steps that customers go through when seeking assistance online.
Web-based customer service was created to make it easy for the public to reach your company, so poorly executing the processes only defeats the purpose of using email, live chat, or social media as support channels. Check the way you handle assistance online and to make sure that you’re not committing any of these mistakes.