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Multi-channel support is cheaper than phone-only service

Posted 07-10-2011 in Latest industry news

Stubbornly forcing customers down the phone-only support route is more expensive in the long run than offering efficient multi-channel support.  Research by Sword Ciboodle shows organisations that successfully support a wide spectrum of channels not only experience cost savings, but also enhances customer satisfaction which lessens the likelihood of defection to other providers.

The report cites several examples which support the idea that customers are happy to use alternative channels if there is a benefit for them. For example, National Rail Enquires dealt with an enquiries increase of 343 per cent over nine years, but reduced operational costs fourfold, by offering web self-service. Similarly, Surrey County Council is said to have reduced its average enquire cost by 38 per cent by driving interactions through the internet.

However, the research also highlights the importance of not abandoning or restricting the telephone, as it is still essential for dealing with complex, or emotionally charged problems.

“The top performing businesses are not dictating their customers’ channel options, rather they are encouraging the use of lower cost channels only when there is mutual benefit.  In this way they are finding the multi-channel ‘win-wins’; where their desire to reduce cost meets their customers’ willingness to interact differently,” says Mitch Lieberman of Sword Ciboodle, which commissioned the report.