The price you pay for channel switching

Caitlin Jordan

Here at Tethr, we talk a lot about reducing customer effort. After all, research shows that minimizing effort is critical to customer loyalty and improving the overall customer experience.

One pillar of providing an effortless customer experience is to reduce channel switching which occurs when a customer is forced to bounce between multiple channels (chat, email, help articles, phone calls, etc.) in an attempt to resolve an issue because they couldn’t find a solution on their first try.

Customer care and CX leaders work every day to improve self service channels since self service is not only easier for the customer, but also reduces the cost of service for the company. And when done well, great self service options make customers happier.

But what happens when self service fails and your customers are forced to switch channels again and again?

Every time a customer is forced to pick up the phone and call your service center it costs you money. Additionally, agents are put into the difficult position of having to deal with the baggage created by the self service failure.

And while there are many reasons your self service channels may be failing—from overcomplicated design to too many channels to choose from to incomplete or confusing information—the good news is that your customers are already telling you which of these shortcomings are causing your contact center’s unnecessary and costly calls.

On September 17th, Tethr’s Matt Dixon, Chief Product and Research Officer and author of The Effortless Experience, and Ted McKenna, SVP of Product, hosted a webinar designed to provide new insight into how to improve self service by mining the conversation data you already have.

Watch the on-demand webinar to learn more about:

  • How customers view different forms of self service failures
  • The bottom-line impact on contact centers as customers are forced to switch channels
  • How the best service agents handle more complex channel switching situations
  • How leading companies can learn from channel slippage to inform which improvements they need to invest in

Channel switching is costing your organization money and creating additional effort for your customers. But by eliminating channel switching, you have the potential to make an enormous impact on both your bottom line and the customer experience you provide.

Watch the webinar (on your own time) here!