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Multichannel + Escalation Management = Omnichannel

Unlike multichannel service, omnichannel customer service considers the entire customer journey, and manages the escalations and transitions between channels and customer service representatives that sometimes need to occur to successfully resolve a customer issue. In essence, omnichannel takes an outside-in view of customer service.Ladders-balloons_iStock_000032593820_Full_resized

Let me share a personal example of how organizations can fail to consider how they manage escalations. For a few days, I’d been struggling to stream a video service to my TV. Eventually, I realized I had gotten as far as I could on my own and decided to contact customer service.

To my pleasant surprise, I found out that it was possible to contact customer service directly from the mobile app using a VoIP call. The response time by the agent was quick as well, less than 30 seconds. So far, so good. However, as I had made some initial attempts to correct the problem myself, the tier one agent was unable to provide a fix and said that she would have to escalate the issue.

This is where my so-far-pleasant customer service journey fell apart. Instead of transitioning me to another service representative online, she provided me with a landline number—a U.S.-based landline number. The problem is I’m located in the UK. Needless to say, I never did make the call.

Organizations must make customer escalations as seamless and frictionless as possible. This requires organizations to address the following common escalation problems or sources of customer dissatisfaction:

Proper escalation management is the difference between multichannel and omnichannel customer service. Read more.

The post Multichannel + Escalation Management = Omnichannel appeared first on Customer Experience Management Blog.

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