Providing multi-channel customer service is key for businesses, new survey finds


Customers move to other communication channels 75% of the time when unsatisfied with a first contact method, according to a study conducted by Forrester Consulting on behalf of KANA Software, a global leader in customer service solutions. 

Forrester indicates incurred recontact costs can reach millions of dollars, and further notes 42% of customer service agents also must use multiple different applications when managing these voice, chat, email and social media inquiries. The study, entitled “Your Customers Are Demanding Omni-Channel Communications. What Are You Doing About It?” is available now on the KANA website.

Forrester found 92% of companies now include customer experience as a strategic priority, with 23% of decision makers surveyed from organisations of 5,000 or more employees specifying it as their primary strategic priority. However, while 71% of consumers surveyed by Forrester say valuing their time is the most important thing a company can do to provide them with good service, companies struggle to provide the consistent experience customers expect across multiple channels; starting a conversation within one channel and then continuing it on another in context.

The research further reveals that many organizations today have outdated customer service technology and managerial procedures that do not adjust quickly for changing customer expectations that span a broad array of service channels, fragmented even more so by generational channel preferences.

“Successful customer service strategies require alignment across people, process and technology,” said James Norwood, chief marketing officer for KANA Software.

“Forrester’s data shows that customer service agents require all the necessary information at their fingertips to fully resolve issues on first contact, no matter the channel. Implementing an ‘everyone serves’ mindset and the technology to fulfill it improves the customer experience and yields revenue-generating rewards, including increased wallet share per customer, cross-sell opportunities and new customer acquisitions.”