How do I Create an Effective Channel Strategy?

Introduction

In this article, we’ll explore common channel strategies for customer service, including the different types of communication channels, their advantages, and how to choose the right mix for your organization. Whether you're new to customer service or looking to optimize your current strategy, this guide will provide valuable insights.

Before diving into specific strategies, let’s first understand the four main categories of communication channels.

Channel Categories

At CM.com, we distinguish four main categories of communication channels:

1. Queued Channels

• Definition: These are channels where responses can wait.

• Examples: Email and contact forms.

• Use Case: Ideal for non-urgent inquiries where customers are willing to wait for a response.

2. Instant Channels

• Definition: Channels that require immediate responses.

• Examples: Live chat with an agent and chatbot interactions.

• Use Case: Perfect for real-time support and quick resolutions.

3. Semi-Instant Channels

• Definition: Channels that allow for slightly delayed responses but still maintain conversational flow.

• Examples: Over-the-top (OTT) messaging platforms like WhatsApp, Facebook Messenger, and Instagram Direct Messaging.

• Use Case: Great for mobile-friendly, conversational interactions.

4. Non-Text Channels

• Definition: Channels that involve voice communication.

• Examples: Phone calls.

• Use Case: Best for complex or sensitive issues that require a personal touch.

Trends in Channel Usage

Popularity of Instant and Semi-Instant Channels

• Instant and semi-instant channels are becoming increasingly popular due to their efficiency and alignment with modern communication preferences.

• Challenges with Traditional Channels:

  • Email: A more traditional and conservative channel, often not favored by younger generations.

  • Phone: Labor-intensive, as agents can only handle one call at a time compared to multiple chats or messages.

Choosing the Right Channel

The choice of channel depends largely on your target audience. To determine this, consider the following segmentation criteria:

1. Demographic Segmentation: Age, gender, etc.

2. Psychographic Segmentation: Lifestyle, interests, etc.

3. Behavioral Segmentation: Purchasing patterns, loyalty, etc.

4. Geographic Segmentation: Country, region, etc.

Focus on Semi-Instant Channels

Semi-instant channels, such as WhatsApp, are particularly well-adopted by society and can be cost-efficient for organizations. Here’s why:

Key Statistics

• Over 5 billion people globally use mobile messaging channels (as of 2020).

• In 2020, 100 billion messages were sent daily on WhatsApp alone.

Why Include WhatsApp in Your Channel Mix?

1. Leading OTT Channel: WhatsApp is the most popular messaging app in many Western countries.

2. Mobile-Friendly: Designed for seamless mobile use.

3. Integration with Conversational AI: Compatible with CM.com’s Conversational AI Cloud for enhanced automation.

The Role of Instant Channels

Instant channels, such as live chat and bot communication, are another essential component of a modern service strategy.

Bot-First, Human-Second Strategy

A common approach is the bot-first, human-second strategy, which encourages customers to find answers through automated systems before escalating to a live agent. This strategy offers several benefits:

• 24/7 Availability: Bots ensure your service department is always reachable.

• Efficiency: Live agents are available during business hours for more complex inquiries.

How It Works

1. Dynamic FAQ: Customers can search for answers in a dynamic FAQ system, preferably built using CM.com ’s Conversational AI Cloud.

2. Bot Assistance: If the FAQ doesn’t resolve the issue, customers can interact with a bot in a conversational manner.

3. Handover to Live Agent: For unresolved issues, the bot facilitates a seamless handover to a live agent.

Multi-Channel Bot Integration

CM.com’s bot technology is multi-channel, meaning it can be implemented across various platforms. With out-of-the-box integrations, the bot can serve as first-line support on multiple channels, with handovers to the Mobile Service Cloud when needed.

Conclusion

By understanding the different channel categories and their applications, you can create a customer service strategy tailored to your organization’s needs and audience preferences. Whether you prioritize instant, semi-instant, or queued channels, the key is to remain flexible and responsive to your customers’ expectations.

Good luck in optimizing your customer service strategy!

How to create an effective channel strategy is also explained in this video.