Squaring the circle - improving multi-channel service and reducing costs
Whatever sector you are in successfully managing customer service across multiple channels is a key differentiator in today’s competitive business environment. Customers want the ability to contact you – and get answers to their questions – whether they are using the web, email, phone or social media. And they want these answers to be delivered quickly or they will simply go elsewhere.
However companies have to balance this need for multi-channel service with efficiency, optimising the contact centre in order to reduce expenditure. How can companies deliver these two very different business imperatives – improved service and reduced costs – successfully?
The answer is by adopting a joined-up approach that spans all customer service channels, re-using centralised information to provide consistent answers however customers decide to contact you. A great example of this is leading low cost airline AirAsia, which has deployed Eptica Self-service as a centralised online hub. This enables it to provide fast, consistent customer service across the web, Facebook and mobile channels, 24 hours a day, while reducing costs by 40%. Over one million enquiries per month are now being managed through the AskAirAsia system, showing the positive impact that multi-channel customer service can deliver.
The strategy and reasons behind AirAsia’s success will be covered as part of a workshop being given by Eptica’s UK managing director, Paul Barnes, at the Call Centre and Customer Service Summit 2012 on 24th April 2012. The workshop, How to Achieve Successful Web, Social Media and Mobile Customer Service will take place at 11am in the Melbourne Room, Whittlebury Hall Hotel. Find out more at http://www.eptica.com/CCCS-Summit-2012.html