During COVID-19, Consumer Channel Preferences Have Diversified
COVID-19 has sped up the evolution of how customers prefer to interact with brands, according to the report. While video use has surged, interaction fragments among other channels, including voice calls, email, chat, and social media. Twenty-two percent of UK customers prefer to communicate with brands via mobile phone calls, but the remaining 78% look to a wide array of methods. This trend of diversification points to the increasing need for brands to provide a wide selection of communication options to customers if they're to achieve a better customer experience.
Alongside the frustrations outlined above, the fragmentation of consumer communication preferences across channels also underlines the importance of unifying channels to provide customers with a seamless, integrated experience. Every channel should update new customer interactions made on others. For instance, a customer might first speak to a company via its chat function, then give it a ring. They may send a follow-up email a few days later or connect with the brand via a social network. With an integrated omnichannel technology solution, each channel will already be up to date with the customer's previous conversation on different channels, helping resolve their issues faster, provide a more efficient experience, and eliminate the need for the customer to repeat themselves.
A Multichannel Approach to Strike Customer Experience Gold
Customer communication demands are changing at a pace accelerated by the COVID-19 pandemic. Digital transformation has enabled brands to pivot their communication offerings to quickly respond to the changes COVID-19 created. For instance, British banks have been praised for their ability to quickly leverage automation and other technologies to respond to the upheaval caused by COVID-19, something which surprised even the banks themselves, according to a Financial Times survey. However, while brands have been able to respond in some ways, the fact remains that company-customer communication continues to leave something to be desired.
Brands can address all of the frustrations highlighted in the Vonage report with a next-generation multichannel communication strategy. An integrated multichannel approach brings communication channels together, enabling companies to provide customers with an efficient, convenient, and seamless experience. In one fell swoop, it equips brands to eliminate common customer communication frustrations, positioning them to stand above and beyond competitors in a fiercely competitive business landscape.