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EXPERT INSIGHTS
Apr-22-2024
Mastering digital channels: A guide for customer service experts
Khoros Staff
From siloed chaos to connected experiences
Technological advancements and a shift in consumer expectations have significantly transformed the customer service landscape. Understanding the nuances of this evolution is essential to meet the modern customer's demand for seamless, efficient, and personalized service. Broadly, we can categorize this landscape into three categories:
Multichannel service — despite offering various platforms for customer engagement, it often fails to provide a cohesive experience because it cannot retain context and history across different channels. This lack of integration can frustrate and lead to dissatisfied customers, who must repeat information when they switch channels.
Multimodal service — attempts to bridge the gap by offering multiple communication channels within the same interaction. For instance, a customer can receive an SMS message while on a phone call with an agent. This approach offers flexibility and convenience but may still face limitations due to the absence of a unified view of the customer's journey.
Unified customer experience — represents the pinnacle of customer service strategy. It offers multiple channels of communication and ensures a smooth integration between them. This means that customers can switch between digital and social channels without losing the context and history of their inquiries.
Learn more about the ultimate social media platforms for service here.
Improving contact center efficiency with digital channels and gen AI
During times when contact centers receive a large number of conversations, managing capacity can become a challenge. However, generative AI solutions and digital channels such as messaging provide a solution by relieving the strain on contact centers while reducing costs and improving customer satisfaction.
Research forecasts that by next year, approximately 80% of customer service organizations will transition from using native mobile apps to adopting messaging platforms. Simultaneously, the market for generative AI in customer service is expected to surge, reaching an estimated $2.8 million by 2032.
Asynchronous messaging channels like SMS, WhatsApp, and Facebook Messenger offer unique efficiencies compared to synchronous session-based channels like voice and traditional live web chat.
Asynchronous conversations enable customers to engage in real-time or anytime — improving convenience, first contact resolution (FCR), and scalability. While synchronous live chats offer immediacy, customers must start over when conversations are closed.
Learn more about the pros and cons of each messaging style here. The key is knowing how to balance real-time and anytime conversations that meet the demands and needs of your customers.
Here, we provide key information on the top digital channels that give your service and support team the edge to handle volume effectively on messaging. To understand what channels will best meet your business needs, ask yourself:
Do you have a strategy to reduce expensive, time-consuming calls?
What digital channels do your customers use to contact you?
Focus on entry points, offer options, and tailor to your audience
1. Identify high-traffic entry points
Where do consumers most frequently go to ask questions? Are you offering more than just a customer service number?
These entry points support a messaging conversation anywhere you can embed a hyperlink, from buttons on your site to email footers to deflection to messaging within your interactive voice response (IVR).
Search: Most common customer journey starting point; results often highlight contact channels to make it easy to call or chat
Website: Home pages, contact us pages, support pages, ecommerce portals
Maps: A common alternative to a web search to find a brand's contact info
Phone and IVR: Phone numbers that connect to IVR systems
Mobile app: "Contact us" buttons in brand-owned apps
QR codes: Scannable codes on physical collateral, in-store or online
2. Offer customers a digital choice first
If your homepage, "Contact Us," or "Get Support" pages on your site feature your customer service number, this is the best place to start.
“Promote your messaging channels anywhere you promote your customer service number.”
— Wendy Mikkelsen, Senior Product Marketing Director, Khoros
Research has shown that customers interacting with companies through live chat on websites are more likely to purchase and spend more. According to a study conducted in 2023, 60% of respondents preferred messaging over email or phone calls. This preference is supported by further research, which found that 70% of consumers opt into SMS marketing, and 61% appreciate the ability to text a business directly.
Although 9 out of 10 consumers want to use messaging to communicate with brands, less than half of global businesses have the necessary infrastructure to meet this customer demand.
3. Add and promote more channels as you grow
Identify the channels your customers are already on, then build support experiences there.
Have a large Facebook following? Alert your audience that they can get help on Facebook Messenger.
Have a large international customer base? Turn on WhatsApp Business for inbound and outbound messaging.
The more channels you add and the more visible your entry points, the more you can decrease customer support costs. To learn more about transforming your contact center with digital messaging, chatbots, and self-service, check out our blog on customer journey management.
The top digital channels in customer service and how to use them
Webchat
Chat on your website — your first line of communication
Webchat, often represented by a chat icon on a company's website, is a digital tool that facilitates real-time communication between customers and company representatives or automated chatbots.
The design of this messaging service allows direct access through the website, providing visitors with a convenient and immediate method of receiving assistance, asking questions, and engaging with the company.
Audience:
All visitors to your website: customers, prospects, fans, media, investors, etc.
Top benefits:
- Enhances customer support
- Reduces calls
Key features:
- Supports chatbots for handling common inquiries
- Proactive prompting (time on page, scroll settings, etc.)
- Quick replies and rich media
- Throttle volume to align with agent capacity and availability
Unique entry points:
- Search results page
Apple Messages for Business
The richest experience for iOS users
Apple Messages for Business provides a rich experience for iOS users, allowing businesses to interact directly with customers through the Messages app.
Customers can start a conversation with a business through various entry points such as your company's website, app, email, or QR codes. Depending on your configuration, customers can initiate a conversation from within Apple Maps or by tapping your phone number directly.
Audience:
2.2 billion active users of Apple devices worldwide
Top benefits:
- Deflect calls
- Reduce costs
- Increase satisfaction and enhanced experiences
- Drive higher conversion rates and revenue
Key features:
- Supports chatbots for handling common inquiries
- Quick replies and rich media
- Throttle volume to align with agent capacity and availability
- Native payment (Apple Pay integration)
- List and time picker
- Customizable look and feel
- Send and receive attachments
- Customer feedback prompts
Unique entry points:
- Apple Chat Suggest
- Messages app
- Siri
- Maps
- Safari
- Spotlight Search
- Apple Business Register
- Embeddable on a website
WhatsApp Business
The world’s most popular messaging app
WhatsApp is one of the most widely used communication channels outside of North America and China. 68% of users agree it is the easiest way to connect with a business, making it a truly global messaging platform.
One popular use case is to redirect IVR conversations to WhatsApp. This means that instead of a caller waiting on hold for a prolonged period, the call center's voice response system directs the conversation to a WhatsApp chat. Usually, a chatbot handles these conversations, but a live agent can step in if needed.
Audience:
With over 2 billion active users, this messaging app leads in 180 countries and is available in 60 languages.
Top benefits:
- Enhances customer support
- Reduces calls
- Conversational marketing
- Global reach
- Increased visibility (Easy to find)
Key features:
- Business profile
- Supports chatbots for automated messages
- Proactive notifications
- Catalogs and labels
- Quick replies and rich media
- Voice messages and video calls
- Group messaging (community building, focus groups, VIP)
Unique entry points:
- WhatsApp Business App
- Click-to-chat (website or social media)
- QR Codes
- Organic search
- Proactive notifications
Facebook Messenger
The world’s largest social network
Facebook Messenger's benefits mirror WhatsApp Business; even though Meta owns both, the added advantage is in the Facebook ecosystem.
Beyond support, Facebook Messenger presents an excellent opportunity for businesses to engage with their audience proactively. It can inform customers about new products, services, and promotions and provide updates on potential outages or issues.
Audience:
With over 2 billion daily active users, this messaging app is the leader in the US and 56 other countries and is available in more than 100 languages.
Top benefits:
- Enhances customer support
- Increased visibility (Easy to find)
- Conversational marketing and improved customer engagement
- Cost-efficient and reduces calls
Key features:
Supports chatbots for automated messages
Proactive notifications
Quick replies and rich media
Sponsored messages
Appointment booking
In-chat payments (in regions where supported)
Unique entry points
Facebook page and ads
Facebook shops
Messenger codes
Messenger ads
Embeddable on a website
Instagram Direct Messaging
Where your customers discover brands and shop
Instagram Direct Messaging enables businesses to connect with their audience directly through messages. It serves as an immediate point of contact for customers looking for quick responses to their queries.
It offers the advantage of visual communication, allowing businesses to share images and videos to showcase products, explain services, or demonstrate how to resolve common issues. With its broad user base and visual nature, Instagram Direct Messaging is an excellent platform for promoting products, services, and special offers.
Audience:
2.4 billion monthly active users worldwide.
Top benefits:
- Enhances customer support
- Increased visibility (Easy to find)
- Conversational marketing
- Increased convenience
Key features:
- Supports chatbots for automated messages
- Quick replies and rich media
- Direct messages and group chats
- Story replies
- Voice messages and video calls
Unique entry points:
- Instagram ads
- Instagram shops
- Instagram stories
SMS
Basic text messaging for reliable, convenient engagement
SMS, or Short Message Service, is a widely used channel for sending text messages over cellular networks.
Audience:
With over 5 billion mobile device users, however, it is often not the most popular channel, depending on the country.
Top benefits:
- Cost-effective
- Enhances customer support
- Reduces calls
- Immediate delivery (so long as there is network reception)
- Wide reach
- Simplicity and accessibility
Key features:
- Supports chatbots for automated messages
- Proactive notifications
- Throttle volume to align with agent capacity and availability
Unique entry points:
- IVR deflection
- Proactive notifications (reminders, updates, confirmations)
- Feedback and surveys
- Promotions and deals
How can Khoros help?
The key to success is always being available for your customers wherever and whenever they need you. Khoros Service is a solution that helps enterprise businesses scale their customer service operations quickly, seamlessly blending synchronous and asynchronous modes.
We are firm believers in the idea that every component, whether it is AI-powered bots or business applications, should work together to enhance the efficiency and effectiveness of customer engagement strategies.
Our customer service software allows brands to serve customers on their digital channel of choice with unmatched operational insight to boost satisfaction and reduce costs. When you unify multiple channels in a single workflow, you empower your agents with the ability to engage across all touchpoints, including but not limited to:
Messaging apps like WhatsApp, Apple Messages for Business, and Line
Social networks like Facebook, X, LinkedIn and WeChat
Review sites, like Google Play Store, iOS App Store, Yelp, and Trustpilot
Brand-owned channels, like web chat, in-app, email, SMS, and voice
Owned communities, forums, and knowledge bases
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